Manager, Growth Marketing Platforms - Audience

Disney+ is the dedicated streaming home for movies and shows from Disney, Pixar, Marvel, Star Wars, and National Geographic, along with The Simpsons and much more. In select international markets, it also includes the general entertainment content brand, Star. The flagship direct-to-consumer streaming service from The Walt Disney Company, Disney+ offers an ever-growing collection of exclusive originals, including feature-length films, documentaries, live-action and animated series, and short-form content. With unprecedented access to Disney’s long history of incredible film and television entertainment, Disney+ is also the exclusive streaming home for the newest releases from The Walt Disney Studios. Disney+ is available as a standalone streaming service and as part of the Disney Bundle in the U.S. that gives subscribers access to Disney+, Hulu, and ESPN+. For more, visit disneyplus.com, or find the Disney+ app on most mobile and connected TV devices.

The Growth Marketing team is tasked with driving new subscriber acquisition & driving Disney Streaming’s profitability business objectives for Disney+ and The Disney Bundle. The team is responsible for the planning, execution, and optimization of user acquisition and performance marketing campaigns. The ideal candidate has a passion for the digital media landscape and understands the intricacies and unique attributes of every step in the marketing funnel.

What You Will Do

This role will support how our global growth marketing team maximizes first-party data and audience strategies to drive subscriber growth and retention for our streaming business. In coordination with the Snr. Manager GMP, this person will collaborate cross-functionally with global data, product, paid media, regional, and privacy/legal teams to help enable audience activation, targeting, and measurement initiatives across markets.

Responsibilities:

• Oversee and optimize the workflows that distribute first party audiences to our global marketing platforms utilizing our data management tools at scale

• Serve as subject matter expert for the Growth Marketing team on identity resolution frameworks and match rate optimization across paid media channels (CTV, Social, Display, Affiliate)

• Project manage and provide updates on critical audience initiatives spanning TWDC programs

• Regularly audit and update our audience setup at the global and regional levels to adhere to legal and data governance requirements

• Work closely with Growth Marketing & xLOB stakeholders to identify new audience segmentation use cases and coordinate with Data Product on requirements for paid media enablement and activation

• Analyze audience and campaign performance data to identify opportunities for improved segmentation, reach, and activation efficiency

• Support the Senior Manager on projects related to future-proofing the Disney+ paid media martech stack

• Support A/B testing, incrementality studies, and other performance measurement techniques to validate and evolve targeting tactics against 1P audiences

• Support the rollout of large scale audience initiatives that can be leveraged to improve audience targeting, frequency management, attribution, and media efficiency across subscriber households

• Collaborate with Ad Sales and Partnership teams on audience overlap analyses and opportunities

• Manage a team responsible for supporting the audience request queue, overseeing workload prioritization, resource allocation, and execution of audience builds, activations, and troubleshooting across paid media channels

Basic Qualifications:

• 5+ years experience at a brand or agency developing, deploying, strategizing on and enhancing audience data sets & associated identity signals

• Bachelor’s Degree, or equivalent experience

• Strong background in Marketing and Advertising Technologies including experience working with tag managers, DMPs, and CDPs (Liveramp, Hightouch, mParticle, Adobe, etc.)

• Strong understanding of identity resolution strategies and frameworks, including the use of first-party identifiers (email, phone number, device IDs, ad ids) and third-party identifiers (RampIDs, ConnectedIDs, UUIDs) to improve cross-device/environment audience recognition, targeting, and measurement across paid media platforms

• Substantial knowledge of the data privacy, legal, and compliance landscape globally – familiarity with Consent Management Platforms and how they plug into martech stacks

• Familiarity in managing a team or direct reports within their job function

• Familiarity with paid media use cases for a subscription business such as subscriber suppression, shared account engagement strategies, upsell opportunities, and reducing wasted media spend across multiple users within the same household

• Familiarity with lifecycle marketing including engagement, retention, churn reduction, and winback strategies

• Strong communication and cross-functional collaboration skills, with the ability to translate technical identity and audience concepts into actionable marketing strategies for non-technical stakeholders

• Availability to work and attend meetings outside of normal business hours (5-10PM EST) at least once per week

• Detailed oriented with proven success in process development and execution

Preferred Qualifications:

• Master of Business Administration (MBA) preferred

• Experience working within an enterprise setting or large, matrixed organization preferred