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The Walt Disney Company

Manager, Franchise Management

Job Summary:

Supports creation and guides implementation of global cross-company strategy and initiatives for priority, cross-LOB evergreen franchises:

  • Franchise Strategy: Supports the development of strategic business plans, including the development of five-year plan strategic directions, ad-hoc strategy projects and guidance of implementation across segments and regions.
  • Franchise Marketing: Supports the creation and implementation of X-LOB initiatives including defining marketing objectives, creating cross-company umbrella marketing campaigns and activation plans, 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.

Franchise Stewardship: Defines X-LOB guidance on relevant topics and guide segments and regions in their implementation to ensure activities have optimal franchise representation.


Supports the development and buy-in of well-articulated strategic plans for priority franchise that include priority consumer targets, growth opportunities, content, creative vision/positioning, marketing, and merchandise strategies needed to tap growth:
  • Identifies and recommends growth opportunities, priority consumer targets, strategic positioning and key strategic directions
  • Leads team to perform needed analysis, recommendations, presentations and other communications to build and disseminate franchise strategies and secure alignment
  • Recommends how to translate franchise strategic directions into concrete action plans (e.g., new content, marketing campaigns, digital, live experiences). Provide LOBs and regions with any direction needed in support of these actions
  • Leads team to review LOB and regional content, marketing, digital, distribution, and merchandising plans to identify executions that deliver strongly on plan. Proactively shares these plans with other LOBs and regions. Collaborates closely with other CBM teams to include franchise perspective during regional brand growth planning windows. Addresses any material differences from strategic plans.
  • Support team’s ongoing stewardship efforts by addressing concerns/unresolved issues flagged by them in their effort to implement guidelines for use of characters in promotions, live appearances, and products
  • Leads the design, implementation, and impact measure of XLOB franchise initiatives including enterprise marketing campaigns, bridge content, digital plans, and art style re-imagining:
  • Recommends the creation of XLOB franchise strategic actions
  • Guides team to develop strategic and creative briefs; secures input from and aligns regional and LOB leads
  • Leads team to develop integrated plans for approved content programs and marketing campaigns including:
    • How the campaign will be brought to life across the company in segments and regions, including a calendar of major campaign activations
    • Media and distribution plans that meet reach/quality/frequency goals
  • Manage internal creative partners as well as outside agencies to develop required assets with an understanding of how to work with and communicate to creative teams
  • Leads team to implement and project management for:
    • Asset development
    • Distribution
    • Media plans
    • Social and digital plans
  • Guide team to partner with Franchise Analytics team to ensure program investments are right-sized for their potential return and metrics are put into place to assess impact. Leads post mortem analysis on effectiveness of initiatives against original business and marketing objectives
  • Continuously scan for new marketing opportunities and innovative campaigns/techniques

Basic Qualifications:

  • 7 years of experience in consulting, strategy, marketing, business development or brand management with a global mindset, working in a world-class organization. 1-2 years of experience as Manager
  • Knowledge and experience deploying marketing campaigns across TV, Social/Digital, and Retail
  • Strong project management skills with the ability to effectively prioritize and multi-task
  • Partnership leadership skills to manage within a cross-functional team
  • Ability to collaborate, influence, and persuade at all levels across the organization
  • Comfortable working through a matrix structure to deliver the end solution; flexible and adaptable to changing priorities
  • Interest in and acumen for creative with an understanding of how to work with and communicate to creative teams
  • Excellent communication and engaging presentation skills (verbal and written)
  • Challenges status quo to do things differently

Preferred Qualifications:

  • Experience at Disney especially helpful
  • Experience managing large entertainment franchises in multi-business environments especially helpful

Required Education

Bachelor’s Degree

Preferred Education


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