Assistant Manager, Lifecycle Marketing, Disney+

The Team

Disney+ is one of the leading premium video streaming services in the world. It is the dedicated home for streaming movies and shows from Disney, Pixar, Marvel, Star Wars, National Geographic, and more. Our Disney+ North Asia team is responsible for the launch and day to day operation of the service across Japan, China, Korea, Hong Kong, and Taiwan specifically focused on customer acquisition and retention, marketing, partnerships, content programming, research, and analytics.

The Performance & Lifecycle Marketing team in Japan is tasked with driving Disney+ subscriber growth, engagement, and retention for the market, in close partnership with the Disney Streaming Services global teams. They are positioned at the heart of decision making for The Walt Disney Company, driving the best audience/subscriber experience and commercial outcome for the Direct-to-Consumer business. The team also works in close alignment with other local teams and lines of business including Studios, Franchise, Live Entertainment, Parks and Consumer Products to align Disney+ acquisition and lifecycle marketing plans with cross company priorities.

Job Summary:

Role:  Assistant Manager, Lifecycle Marketing, Disney+

• As Lifecycle Marketing Assistant Manager for Disney+ Japan, you will be responsible for lifecycle automation and experimentation to drive engagement and increase retention for Disney Streaming Services in the region.
• In this role, the Lifecycle Marketing Assistant Manager will develop a roadmap of strategies together with the international product marketing teams. With the consultations and approval with local teams (Legal, Disney+ marketing and Disney+ Streaming Services teams) to deliver campaigns to promote content on Disney+ with the focus on retention.
• Reporting into the Manager of Lifecycle Marketing and working closely with various stakeholders, the Assistant Manager will plan, coordinate, execute and optimize multiple concurrent campaigns with owned (email, push, in-app) channels.

Responsibilities:

• Execution of Lifecycle Marketing activity - Ownership of Lifecycle Content Calendar finding key drivers to increase Disney+ user viewership and customer engagement, utilizing all marketing channels. Working closely with internal and external stakeholders including brand marketing, programming, creative, legal, partnerships, international lifecycle marketing, and global operation teams to execute collaboratively.
• Data-driven decision making - Comfortable working with data to identify solutions to problems and monitor performance of automated programs, and BAU campaigns.  
• Identify data-driven opportunities for experimentation and audience segmentation testing - Use data to identify opportunities and hypothesis for testing and experimentation that can improve engagement, churn reduction, and drive monetization through incremental reconnects and upgrades. Work closely with the analytics and operations teams on experiment structure and analysis plan. Translate learnings into the next steps.
• Campaign delivery – Ensure seamless delivery of campaigns. This will involve providing input to marketing briefs, suggesting target audiences, collaborating with brand marketing on segmented and targeted content promotion, syncing with the programming team on title availabilities, developing assets with the creative team, obtaining approvals from the legal team, and working closely with the operations team to execute and measure the performance of campaigns.
• Reporting and Analytics – Collaborate with the analytics team to build out weekly and monthly reports to help the marketing team across APAC understand the impacts of our experimentations and campaigns. Proactively and effectively translate data into clear insights and actionable recommendations to optimize existing processes and drive key business metrics.

Competencies & Core Attributes:

• Analytical mind-set, strategic thinker
• Effective relationship builder, and a collaborative, constructive team player
• Positive attitude and flexible of thought, champions change and drives results
• Curious, resourceful and a creative problem-solver
• Discreet and able to follow strict commercial confidentiality disciplines
• Able to work well with ambiguity, and comfortable working in a fast-paced environment
• Attention to details
• Effective communicator

Basic Qualifications:

• 3+ years’ experience in related marketing roles
• Experience with CRM and marketing technology (at least one CRM tool e.g. Salesforce, Adobe, Braze)
• Strong background in Data-driven Marketing with demonstrated record of extracting meaningful data and using insights to support decisions to improve customer experience and drive business outcomes.
• Native level fluency in Japanese and business level English

Preferred Qualifications:

• Degree-qualified in Business, Marketing, Economics, or related discipline (preferred)
• Track record of successfully solving data-driven problems based on hypothesis testing and learnings
• Loves content!