Executive Director, Marketing & Franchise, GBC, APAC
APROVEITE A MAGIA
Como nossos funcionários estão no centro de tudo o que fazemos, a Disney oferece um pacote de recompensas totais competitivo que inclui remuneração, benefícios de saúde e economia, programas de folgas, oportunidades educacionais e muito mais.
*Os benefícios e a elegibilidade podem variar de acordo com a empresa e o local
- PLANO DE SAÚDE E BEM-ESTAR
- OPÇÕES DE CUIDADOS INFANTIS
- DESCANSO REMUNERADO
- PROGRAMAS DE APOSENTADORIA
- AUXÍLIO PARA DESPESAS COM EDUCAÇÃO
- PAGAMENTO SEMANAL
"Eu não achava possível que algo que eu fazia por diversão – contar histórias esportivas por meio de estatísticas – pudesse se tornar meu trabalho até eu vir para cá."
Ana, pesquisadora sênior, ESPN
Descrição do cargo:
This role can be based in either Singapore, Shanghai or Tokyo.
Overview of Responsibilities :
The Executive Director, Marketing & Franchise, APAC leads the development of growth strategies against each of the key franchise ( Disney, Marvel, Lucas & 20th C) that in alignment with the global brand playbooks while considering APAC-specific nuances and supporting the region's key ‘must win growth pillars’, lead the development and implementation of commercially driven marketing strategies across the APAC region, incorporating global marketing initiatives and complementing with region-wide campaigns and locally tailored marketing efforts
Key Responsibilities:
- Collaborate with APAC Category team, lead the development and go-to-market strategies that maximize the business across key franchises, categories and licensees in alignment with the global brand playbooks
- Act as the senior leader and key partner for GBC marketing strategy to internal teams, content providers and other Walt Disney Company functional partners as it pertains to tent-pole support and marketing initiatives
- Strong relationships with key licensees to ensure marketing fund are being directed in the right way to drive incremental revenue and ROI
- Collaborate on brand/franchise/marketing growth targets for strategy planning and AOP collaborating with regional/functional partners on planning and execution efforts
- Define and oversee a fully-integrated GBC marketing budget and resources to drive awareness and ROI
- Drive alignment on target consumer needs with business opportunities while continuing to identify future consumer opportunities, shaping product and experience development
- Subject matter expert on the consumer products business including consumer demographics, specific markets, consumer segments and target audiences to assess performance achieve growth goals
Detailed Responsibilities:
Franchise Management:
Develop consolidated plan across all brands through three lenses – consumer, product & retail channel, ensuring identifiable strategies to attract all APAC addressable consumers, through our rich franchises, innovative product and targeted retail & marketing solutions. In order to achieve this:
- Develop APAC Strategic plan by franchise:
- Participate in global integrated brand steering committees providing regional perspective on brand playbooks, strategic initiatives, marketing campaigns & creative needs
- Localize brand playbook/strategic initiatives and implement go-to-market strategies
- Identify APAC specific project (eg Grogu) that will fill white space and lead to new revenue streams
- In collaboration with marketing team, influence key focus areas for fully fledged marketing support.
- Ensure effiecient operating model for effective collaboration with global & APAC cross functional teams
- On-going active communication with all key stakeholders within the global brand comercialisation team – making sure that APAC needs are highlighted nd actioned upon
- Timely reporting against key priorities laid out by global team
- Work closely with key APAC functional: teams
- Provide clear guidance by franchise to the Category & PD teams, driving revenue opportunities & supporting team in pitching new/existing licensees
- Manage licensee/retailer marketing collateral and approvals
- Work with the APAC cluster franchise teams and provide consolidation support
- Work closely with the Creative team - feeduing into style guide needs to support new initiatives
- Active participation in finance cycles: LTP, AOP & quarterly forecasting, including giving direction by franchise and ifdentifying opportunities for further growth
Marketing:
Overall function:
- Drive one marketing community across APAC , engaging all teams to actively engage in APAC solutions & share locally driven campaigns.
- Ensure team is fully aware on the APAC team objectives as well as each in defining local market/teams roles, responsibilities and measurable objectives
- Manage the marketing budget and use the earned marketing fund (CMF) within business teams for planning and negotiation, plus grow collections of CMF by demonstrating the value of a Disney dollar
Marketing strategy:
- Define and develop APAC commercially driven marketing strategies, aligning to franchise, and taking into account global, regional & local business key objectives.
- Work closely with marketing creative team to develop 360 pitch kits – including key visuals, digital assets, KOL involvement, marketing content and experiential retail solutions
- Working with business teams, set ROI by campaign to ensure each achieves the desired business objectives/financial targets
- Work closely with global marketing team to clearly articulate APAC’s requirements for each globally driven campaign – including timelines, clearances, creative assets
Insights:
- Deliver insights which underpin direction for CPGP product, marketing, content and media strategy
- Support each franchise, through in-depth insight projects into consumer & product trends; and then relating these into ‘so-what’ fact sheets for external use
- Through subscriptions to the likes of WGSN & Euromonitor, proactively monitor trends in competition & consumer behaviour
- Support all events through participation surveys
- Working with the PD team, develop bi-annual trend presentations, and bespoke projects as required.
- Engage in social listening, as and when required
Live Entertainment:
- Aligning with the key strategic franchise priorities, support all SAMENA, Korea, ANZ & Japan teams in developing complementary live entertainment events to support ‘on ground’ experiential events - bringing the joy of our characters to multiple consumers across APAC
- Support annual DCP showcase events with live shows & character appearances
- Constantly consider ways to add more ‘friends’ to portfolio (eg in FY24, adding Spider-Man & Iron Man; and Stitch)
- Bring in freshness by purchasing new character overlays (outfits) and working with the local teams, support cultural diversity by developing market specific costumes, and ultimately live events
- Support overall TWDC events – like content showcase (DE), Cruise line events, & D+ activations
- Support internal cast engagement events with character appearances & live entertainment
Basic Qualifications:
- Minimum of 12 years’ experience in marketing, strategic planning, communications, or brand management
- Outstanding verbal and written skills, including solid presentation skills
- Exceptional ability to create and execute strategic, innovative marketing plans
- Deep experience in marketing a major brand, including writing briefs and strategic planning
- Ability to obtain and accurately interpret data from multiple sources, leveraging data to develop compelling recommendations
- Demonstrates sound creative judgment, able to work with, and provide direction to, creative teams
- Proven track record in market research techniques and analysis, able to represent the consumer perspective
- Strong partnering and interpersonal skills, able to work collaboratively with cross functional peers
- Proven leadership experience, able to inspire, develop and mentor others
- Ability to influence at all levels of the organization
- Superior organization, project management and budgeting skills
- Comfortable working in a high volume, fast-paced environment; decision maker with the ability to work under pressure and drive ideas into action
- High level of corporate professionalism, maturity and political savvy
- An advocate for diversity and inclusion
Required Education:
- Bachelor's degree in marketing or a related field is required. An MBA or related postgraduate degree is preferred but not mandatory.
The Walt Disney Company is an Equal Opportunity Employer. We strive to be a diverse workforce that is representative of our audiences, and where all can thrive and belong. We are committed to building a team that includes and respects a variety of voices, identities, backgrounds, experiences and perspectives.
#LI-DNI
Sobre o Disney Experiences:
O Disney Experiences dá vida à magia das histórias e franquias Disney com parques temáticos, resorts, navios de cruzeiro, experiências de férias exclusivas, produtos e muito mais em todo o mundo. A Disney brilha no setor de viagens com seis destinos de resort nos Estados Unidos, na Europa e na Ásia; uma linha de cruzeiros de primeira; um programa popular de propriedade de férias; e um premiado segmento de aventura em família guiado. Além disso, as operações globais de produtos de consumo da Disney incluem os principais negócios de licenciamento do mundo, as maiores marcas de publicações infantis do mundo, um dos maiores licenciadores de jogos do mundo em todas as plataformas; e lojas Disney no mundo todo e na internet.
Sobre The Walt Disney Company:
A The Walt Disney Company, juntamente com suas subsidiárias e afiliadas, é uma líder diversificada em entretenimento familiar e mídia internacional que inclui três segmentos principais de negócios: Disney Entertainment, ESPN e Disney Experiences. Desde seus primeiros passos como um estúdio de desenho animado na década de 1920 até se tornar o atual nome de destaque na indústria do entretenimento, a Disney orgulhosamente dá continuidade a seu legado de criação de histórias e experiências de padrão internacional para toda a família. As histórias, personagens e experiências da Disney tocam consumidores e visitantes de todas as partes do mundo. Com operações em mais de 40 países, nossos funcionários e colaboradores trabalham juntos para criar experiências de entretenimento adoradas por todos.
Esta vaga é oferecida junto à TWDC (China) Ltd., que é parte de um segmento de negócios que chamamos de Disney Experiences.
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