Inbound Marketing University

The Disney Interactive Media Group (DIMG) is the division of The Walt Disney Company (NYSE: DIS) responsible for the creation and delivery of Disney branded interactive entertainment and informational content across multiple platforms including online, mobile and video game consoles around the globe.

DIMG oversees several lines of business. Disney Interactive Studios, which has five internal game development studios around the world, self publishes and distributes a broad portfolio of multi-platform video games, mobile games and interactive entertainment worldwide. Disney Online produces Disney.com, the No. 1 kids entertainment and family community Web site, for multiple platforms including PCs and mobile phones, as well as the Disney Family Network of Web sites for moms. Additionally, Disney Online develops and publishes an industry leading suite of online virtual worlds for kids and families. Disney Interactive Studios and Disney Online work together to leverage the platform-specific expertise of the collective group to create a line of interconnected, multiplatform interactive entertainment experiences. Disney Mobile Japan includes the Disney Mobile phone service as well as the region's highly successful mobile content business. DIMG also develops new online technologies and distribution platforms and operates the online technical backbone and infrastructure that power the Web presence of The Walt Disney Company. DIMG is headquartered in North Hollywood, Calif., with content available directly or through third parties in many major markets worldwide, including the Americas, Europe, and Asia Pacific.

The Walt Disney Interactive Media Group is seeking a Vice President, Marketing for Disney Online (www.Disney.com), which produces the No. 1 ranked kids' entertainment and family community destination on the World Wide Web. Disney.com is the online gateway to all of the company's Disney-branded entertainment initiatives, providing comprehensive access to, and information about Disney movies, travel, television, games, mobile, music, shopping and live events. In addition, Disney Online develops and publishes a range of online products and services including Disney.com, Family.com, Pirates of the Caribbean Online, Club Penguin, Pixie Hollow, Disney's Toontown Online, Playhouse Disney Preschool Time Online, Disney Game Downloads, Disney Game Kingdom Online, and Disney Connection.
Reporting to the EVP and General Manager of Disney Online (DOL), the Vice President, Marketing, is responsible for the marketing strategy of guest-facing products across three global lines of business: Disney.com (and Disney-branded sites), the Disney Online Studio, and Family.com.

Responsibilities

The Vice President, Marketing (SVP, Marketing) will be responsible for developing the long-term marketing vision for Disney.com. This role will serve as the lead on the overall marketing strategy for the Disney Online businesses and will develop sound business cases for new initiatives that improve customer loyalty and company value. He/She will work closely with senior management, the product and creative teams to ensure content is correctly positioned and optimized for the target audience. The ideal candidate must have a proven track record developing and executing marketing strategies for successful online and emerging media companies and have a passion for marketing new forms of emerging entertainment.
In addition, the VP, Marketing will:

• Identify, develop and lead customer loyalty programs designed to drive profitable sales growth
• Develop and maintain a strategic customer strategy that optimizes customer lifetime value and retention
• Develop marketing campaigns with sound measurement to monitor and report effectiveness, leading to continuous improvement of experience, business results, optimized campaign scheduling, and deeper customer relationships
• Partner with Technology and Product teams to lead the development and implementation of contextually relevant marketing relationship programs
• Utilize performance metrics and ROI analysis to assess current programs and procedures and develop strategy for further automation and optimization of existing efforts
• Work with internal teams to develop and implement integrated content, promotions, and creative campaigns required to drive growth and maximize customer value
• Help identify and define customer segmentation across brands
• Develop and execute strategies to expand member base
• Drive the brand strategy and marketing plans for all DOL lines of business and champion the customer experience across all programs
• Develop and manage marketing communications strategies for Disney.com and the premium content offerings (including subscription based virtual worlds and downloadable content) and other online products
• Work with PR team to establish PR strategies, review all releases to the press and facilitate internal approval process
• Develop and oversee marketing and promotional activities with internal and external strategic partners
• Work closely with the product development teams to develop and maintain the value propositions for our products, and ensure that the value proposition resonates consistently within all content and product messaging
• Work with the community team to build engaged, robust communities by product, with a view to evolving to a connected broader community.
• Partner with the business development team in identifying new potential third party partners and distribution channels and assist with the development of presentations designed to secure such new relationships
• Participate in an evaluation of the overall marketing needs for the greater Disney Online organization, effectively optimizing the structure of the organization to operate as a cohesive strategic marketing team
• Provide leadership and creative thinking to the analysis of market trends, data and the identification of new market opportunities

Education/Certifications

An undergraduate degree is required, with an MBA or advanced degree highly desirable.

Professional Qualifications

The VP, Marketing will be a seasoned and strategic marketing executive with proven experience in world-class consumer organizations where marketing drives revenue. He/She will have an in-depth working knowledge of the digital entertainment landscape and a successful track record marketing ad-supported, branded entertainment online. Comfortable working in a matrixed environment, the VP, Marketing should possess:

• A minimum of 15 years of brand strategy/marketing experience in a fast-paced consumer oriented marketing environment with demonstrated success in building strong brands
• Outstanding track record of profitably developing and executing data-driven marketing strategies
• Strong background in interactive marketing with an understanding of web analytics and a heavy emphasis on loyalty marketing, database marketing and analytics
• The ability to formulate long-term marketing strategies and brand value propositions that connect with the overall strategy of the business
• Background which includes hands-on accomplishments in delivering market share, sales growth and profitability
• Exceptional communication skills and the ability to build solid partnerships both internally and externally
• Capable of shaping a clear strategic vision and effectively communicating that vision throughout all levels of the organization
• Expertise in planning, prioritizing, and goal setting including the ability to manage multiple projects, determine project urgency, create detailed action plans, and organize schedules, people and tasks

Personal Characteristics

The successful candidate must possess outstanding leadership, interpersonal and communications skills. The candidate must be a high-energy, hands-on individual with strength of convictions - a self confident leader who, in part due to his/her personal presence, style and demeanor, effectively sells ideas and solutions to others. This person is by nature a risk-taker and has a high level of ambition. Of equal importance, this person must have unquestioned integrity.

• A seasoned general manager with proven business development skills and a focus on the bottom line
• An excellent communicator, a high-energy self-starter and someone known to be creative, entrepreneurial, and flexible and results oriented
• Comfortable with the challenge to reach agreement among occasionally conflicting interests to enhance the common good of the organization
• Highly intelligent, with exceptional conceptual and creative skills, and the ability to visualize and translate the needs of the marketplace into business opportunities
• Analytical, with a strong detail orientation – someone who can examine market research information and translate it into effective strategies and programs
• Mature, confident, and successful professional with the executive presence and industry stature to effectively represent the company externally, and bring enhanced credibility to the organization
• Strong service orientation, a disciplined work ethic, and ability to instill a high standard of excellence to the overall marketing team
• One of unquestioned personal and professional ethics and integrity
• A balanced individual capable of forging productive working relationships with a broad range of personality types and styles
• One who understands the vital role that branding plays in capturing market share and attaining business objectives
• High energy and an unbridled enthusiasm for Disney.com’s business and customer base
• “Hands-on”, “roll-up-the-sleeves” mentality and a “does what it takes” attitude to drive success