Acquisition and Lifecycle Marketing Director

Job Description

The Walt Disney Company’s Direct-To-Consumer and International (DTCI) is a global business segment for The Walt Disney Company with the mission of providing consumers around the world access to the content they want most, on the latest platforms, at a time of rapidly-evolving consumer habits. Combining the Company’s direct-to-consumer streaming services, Hulu, ESPN+ and Disney+ alongside Disney’s international media businesses, DTCI aligns cutting-edge technology with world-class content and beloved brands to expand the Company’s global footprint and deliver highly-personalized entertainment experiences to diverse consumers around the world.
The Acquisition and Lifecycle Marketing Director will be an integral part of the Disney Streaming Services team in ANZ. The role will drive all aspects of acquisition marketing, performance media, subscriber onboarding and ongoing customer engagement. The role will own business critical KPIs including but not limited to free trial sign ups, conversion to active subscription, customer retention and customer lifetime value.
The Acquisition and Lifecycle Marketing Director will provide the ANZ team with deep experience in managing end-to-end direct response campaigns, managing subscriber onboarding and ongoing customer engagement. The Acquisition and Lifecycle Marketing Director will partner with other lines of business including Studios, Franchise, Live Entertainment, Parks and Consumer Products to align Disney+ acquisition and lifecycle marketing plans with cross company priorities to draft off company-wide big beats. The role will work in partnership with the Disney+Content Director to set and deliver a holistic consumer focused marketing strategy for Disney+ in Australia and New Zealand.
The role will be positioned at the heart of decision making for The Walt Disney Company ANZ, driving the best audience/subscriber experience and commercial outcome for the business.
Responsibilities :
Acquisition/performance

• Through a data-driven approach and in partnership with Disney Streaming Services global acquisition team prioritise acquisition/ performance marketing initiatives based on forecasted impact to acquisition metrics
• In partnership with DSS global team define and prioritise technical platform requirements for successful execution of core strategies
• Maintain a clear perspective on the optimal data pipeline and data management strategy for Australia and New Zealand
• Develop and own strategic initiatives for Australia and New Zealand and ensure execution tracks against timelines as well as unblocking progress through actionable next steps
• Lead the media planning function for local performance media spend and prepare internal and agency briefs as required Deep dive into and give leadership detailed understanding of specific areas of the acquisition/performance media strategy – targeting, creative refresh, performance ROI, etc.
• Act as the marketing teams’ subject matter expert on the legal and regulatory framework that governs our performance marketing strategy
• Identify sources of growth/profitability/efficiency in current or new areas through strategic thinking and creative analytics
• Partner with DSS global to define and manage core metrics that drive marketing spend, including margin contribution, re-engagement and brand awareness
• Ensue local alignment with DSS international team on performance marketing strategy
• Drive vision and execution as a critical member of the marketing team Lifecycle
• Responsible for ANZ Onboarding & Customer Engagement
• Provide regional input into global strategy for onboarding, content & features engagement
• Management of cross-territory campaign plan • Delivery of multi-territory engagement campaigns e.g. originals
• Regional POC with central content teams
• Management of regional test, measure learn plans (across territory, lifestages & cohorts)
• Delivery and optimisation of regional KPIs

Basic Qualifications :
Experience

• A minimum of 10 years of performance marketing and/or CRM experience
• A strong track record of delivering highly successful and innovative products with a large-scale customer base
• Deep technical and analytical experience
• A minimum of 5 years’ experience building and leading digital marketing teams focused on performance marketing and/or CRM
• Strong understanding of media and content landscape in Australia and New Zealand
• Solid experience in team and stakeholder management

Required Education :

• Bachelors degree

Preferred Education :
Additional Information :