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The Walt Disney Company Associate, Franchise Management in Burbank, California

Job Summary:

Support creation and guide implementation of global cross-company initiatives for the priority, cross-LOB evergreen franchises:

  • Strategy: Support the development of strategic business plans, including participating in the Five Year plan development process and ad-hoc strategy projects

  • Content and Marketing: Support the creation and implementation of marketing initiatives including creating marketing objectives, developing briefs for creative agencies, identifying creative concepts, scoping and tracking marketing budgets, developing business cases, ensuring the creative agency executes and delivers on the briefs, and measuring campaign impact

  • Stewardship: Support franchise stewardship efforts by creating guidelines and reviewing products/marketing materials as needed


Strategy: Support the development and implementation of global strategic plans for each franchise that include identification of priority consumer targets, long-term franchise vision/positioning, growth and content opportunities, and merchandise opportunities

  • Conduct analysis to inform growth targets and strategies to achieve them (e.g., consumer insights, competitive analysis, product mix, consumer segment penetration, investment/revenue scenarios, etc.)

  • Support the creation of presentations and other communications to disseminate franchise strategies and secure alignment

  • Provide LOBs and regions with any analysis needed to translate high-level strategies into tactical plans

Content and Marketing: Support the development and implementation of global franchise marketing campaigns, content plans, and digital/social media plans

  • Provide project management and oversight for marketing campaigns and content initiatives, including managing creative agencies and XLOB involvement

  • Assist in the development of creative concepts related to marketing campaigns

  • Support the development of a social and paid media strategy related to marketing campaigns

  • Conduct ROI analysis related to marketing campaigns and, determine appropriate marketing budgets in light of ROI requirements

  • Support post mortem analysis on effectiveness of marketing campaigns against long-term strategy and marketing objectives

Stewardship: Support franchise stewardship efforts by helping to create guidelines and reviewing XLOB products/content to ensure that it is on-strategy and within guidelines

  • Develop guidelines around use of characters in promotions, live appearances, and products

  • Review content, products, and digital/marketing assets, and provide feedback on any content that is outside of the guidelines (and recommend changes as needed)

  • Proactively share executions that deliver strongly on the franchise strategy and/or marketing objections with LOBs/regions, and flag any material differences

  • Confer with partners, particularly in the Studio and WDAS, as needed on stewardship issues

  • Elevate any stewardship concerns and unresolved issues to Director as needed

Communications and Coordination: Help communicate with global and XLOB stakeholders across all franchise projects

  • Gather information on consumer insights, strategies and global marketing activations; ensure sharing across regions/segments

  • Review quarterly revenue forecasts and communicate with XLOB segments to understand material changes

  • Review and provide input on global research and consumer insights, and assist regions in identifying opportunities for growth

  • Maintain an up-to-date XLOB content calendar for each Franchise

Basic Qualifications:

  • 3-5 years’ experience in business strategy, consumer marketing, or other fields that require a combination of strategic thinking, analytics, consumer insights, marketing campaigns, product development, and strong creative vision

  • Experience at a strategy consulting firm, top consumer goods company, or with an internal entertainment strategy group

  • Experience in consumer marketing strategy and implementation

  • Target definition and customer segmentation strategies

  • Positioning and brand development strategies

  • Product definition/development

  • Business case development

  • Analytics in support of strategy development (e.g., market sizing, customer insights, P&L analysis, etc.)

  • Marketing campaign execution

  • Experience with project management, including developing and managing budgets

  • Experience working with financials and analytics

  • Strong PowerPoint, Excel and ideally Keynote skills

Required Education

Bachelor’s Degree

Preferred Education

MBA is preferred

Job ID: 769007BR

Location: Burbank,California

Job Posting Company: The Walt Disney Company (Corporate)

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