VP, Consumer Experience Strategy & Insights

In this role, you will drive enterprise-wide consumer engagement by:

• Leveraging data and insights to shape marketing and synergy campaigns that deliver personalized experiences, build stronger relationships with existing customers, and generate more leads among prospective consumers.
• Setting corporate-level priority Disney segments and campaigns. Ensure data-driven consumer journeys across key Disney segments and campaigns catalyze consumer loyalty, and ultimately, business growth.
• Partnering with key stakeholders across the enterprise to create a comprehensive view of consumer data and turn into optimally informed consumer journey strategies that can be executed, measured, and optimized across the company.
• Promoting collaboration company-wide through strategic alignment of creative messaging, consumer experience performance goal setting, and effective team communication.
• Bringing expert level understanding of data collection, identity resolution, and analyses methods to enable collaboration across partnership teams.
• Producing a testing roadmap in partnership with analytics partners that enables constant learning and improvement in strategic areas.
• Being a key architect partner of consumer data infrastructure, including evolution of data collection and analysis methods for future transformation and development.

An ideal candidate will have a strong blend of strategic orientation, leadership and relationship management skills as well as technical capabilities. This role reports to SVP, Corporate Brand Management.

KEY RESPONSIBILITIES

Strategy Alignment and Company-wide Activation

• Works collaboratively with key business leaders to align on goals, strategies, priorities, and ensure we support overall business objectives
• Uses data and insights to inform company-wide consumer journey planning and guest/consumer experiences
• Shares priorities and current plans to guide data needs/analytics
• Communicates and partners with cross-functional, cross-business unit teams for implementation, and in future phases, for optimization

Facilitate Business Results and Maximize Effectiveness

• Translates business needs to ensure data infrastructure builds match output requirements
• Enables connection of insights to experience planning and activation of campaigns
• Assists with hypothesis and QA needs across teams
• Acts as an innovation and evolution partner that guides project from short-term deliverables to longer term planning
• Uses data and analytics to segment audience based on behavior preferences and demographics.
• Influences and develops targeted marketing campaigns that enhance customer engagement and loyalty in partnership with business unit teams.

QUALIFICATIONS

Excellent data and analytics technical knowledge, including:

• Data use types and their differences (analyses, as well as activation),
• Familiarity with data legal regulations
• Data infrastructure expertise (prefer Entertainment experience)
• Data science and analytics partnership experience
• Hypothesis creation through test planning and insights read understanding

Deep understanding of consumer behavior, market trends, and emerging technologies in the entertainment and media landscape:

• Provides support and drive customer engagement by leveraging consumer data/insights to shape enterprise-wide marketing campaigns delivering personalized experiences across various touchpoints.
• Drives consumer-centric strategies, improve customer experiences, and support overall business growth
• Understands the consumer journey, what consumers are thinking, feeling, and doing as they work their way through the purchase process. Gathering insights on consumer behavior and what they need will be key to shaping consumer experience — and defining actions for improvement.

Strong analytical and problem-solving skills:

• Applies insights generated from analytics to creative business plans and activations
• Develops targeted marketing campaigns influenced by insights that will drive consumer journeys, loyalty, and engagement
• Ensures plans and activations have measurable components to enable performance feedback
• Engages with teams through creative marketing that is tied to data-driven insights

Demonstrated ability to influence and collaborate with cross-functional teams:

• Gets work done through influence; able to quickly establish trust and build strong, positive partnerships
• Partners effectively across different and distinct groups around creative planning, technical activation, and capturing measurement needs
• Has excellent communication and presentation skills; can articulate complex ideas clearly and persuasively, and effectively drive results

OTHER DETAILS

• Work Experience: 12+ years of experience in consumer-based strategy and data, marketing, or analytics.  Entertainment experience preferred.
• Degree: Bachelor's degree in Statistics, Mathematics / Economics, Marketing, Communications, Business Administration, or a related field.  MBA or Masters degree in a related field preferred.
• Location: Burbank, CA

Location: Burbank, CA Job Posting Company: The Walt Disney Company The hiring range for this position in Burbank, CA is $229,100.00-$307,200.00. The base pay actually offered will take into account internal equity and also may vary depending on the candidate’s geographic region, job-related knowledge, skills, and experience among other factors. A bonus and/or long-term incentive units may be provided as part of the compensation package, in addition to the full range of medical, financial, and/or other benefits, dependent on the level and position offered.