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 SummaryRole:
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 AttributesAnalytical 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 EnglishPreferred 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
ディズニープラスは世界有数のプレミアム動画ストリーミングサービスです。Disney、Pixar、Marvel、Star Wars、National Geographicなど、多彩なコンテンツをお届けしています。
ディズニープラス北アジアチームは、日本、中国、韓国、香港、台湾におけるサービスのローンチおよび日常運営を担当しており、顧客獲得・リテンション、マーケティング、パートナーシップ、コンテンツ編成、リサーチ・分析を推進しています。
日本のパフォーマンス&ライフサイクルマーケティングチームは、ディズニープラスの加入者の成長、エンゲージメント、リテンションを促進し、グローバルチームと密に連携しながら、ウォルト・ディズニー・カンパニーの意思決定の中心でダイレクト・トゥ・コンシューマー事業の最適な顧客体験と商業成果を追求しています。
【職務概要】
ライフサイクルマーケティングのアシスタントマネージャーとして、Disney Streaming Servicesの日本市場におけるエンゲージメント促進およびリテンション向上のため、ライフサイクルの自動化・実験施策を担当いただきます。
国際的なプロダクトマーケティングチームと戦略ロードマップを作成し、法務部門や現地マーケティングチーム、グローバルストリーミングサービスチームの承認を得ながら、ディズニープラスのコンテンツプロモーション施策を推進します。
【主な業務内容】
ライフサイクルマーケティング施策の実行管理 ・コンテンツカレンダーの管理と運用 ・ブランドマーケティング、編成、クリエイティブ、法務、パートナー、国際チーム、グローバルオペレーションなど多様なステークホルダーと連携しながらキャンペーンを実施
データドリブンな意思決定 ・データを活用し課題解決および自動プログラム・キャンペーンのパフォーマンスモニタリング
実験・セグメントテストの企画 ・データ分析に基づき仮説を立て、エンゲージメント向上や解約抑止、アップグレード促進に向けたテストを企画・運用 ・アナリティクス・オペレーションチームと連携し実験設計・分析計画を策定
キャンペーンの企画・実行サポート ・マーケティングブリーフへの入力、ターゲット設定、ブランドマーケティングとの連携、編成チームとのタイトル調整、クリエイティブ開発、法務承認取得、オペレーションチームとの連携・効果測定など
レポーティング・分析 ・APAC全体のマーケティングチーム向けに週次・月次レポートを作成し、実験やキャンペーンの成果を可視化 ・データをわかりやすくインサイト化し、業務改善やビジネス指標向上に繋げる
【求めるスキル・経験】
マーケティング関連分野での実務経験3年以上
CRMツール(Salesforce、Adobe、Brazeなど)やマーケティングテクノロジーの使用経験
データドリブンマーケティングの実績と、データ分析を活用した顧客体験改善および事業成果向上の経験
日本語ネイティブレベル、英語ビジネスレベルの語学力
【歓迎スキル・経験】
ビジネス、マーケティング、経済学など関連分野の学位
仮説検証やデータに基づく問題解決の実績
コンテンツに強い興味・関心
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