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:

• 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 optimise 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, across all marketing channels. Working closely with brand marketing, programming, creative, legal, 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.  
• Experimentation and Audience Segmentation Testing - Identify data driven opportunities to conduct experiments that can result in increased viewer engagement and supporting Retention Manager on churn reduction tactics.
• Campaign delivery – Ensure seamless delivery of campaigns. This will involve providing input to marketing briefs, collaborating with brand marketing on segmented and targeted content promotion, syncing with 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 performance of campaigns.
• Reporting and Analytics – Collaborate with the analytics team to build out weekly and monthly reports to help the marketing team understand the impacts of our experimentations and campaigns.
• Identify data driven opportunities - Conduct experiments that can result in profitable commercial outcomes including upselling annual subscription, additional purchases, incremental reconnects and churn reduction ensuring the initiatives can be scalable.
   

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
   

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).
• Experience with ESP/CRM and marketing technology advantageous (Salesforce Marketing Cloud desirable).
• Track record of successfully solving data driven problems based on hypothesis testing and learnings
• Loves content!