Manager, Growth Marketing Platforms - Audience

About the role

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.

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

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.)
• 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