Director of Influencer & Social, DTC APAC

Disney+ is The Walt Disney Company’s Direct to Consumer streaming service. Launched in 2019 it includes long & short form content from Disney, Marvel, Star Wars & National Geographic. Disney+ is a key business priority for TWDC & has quickly become a growth engine for the business. In February 2021 it expanded its proposition in APAC to include General Entertainment with a broad range of content targeted at adults, then in 2024 it expanded further to include Sports.

The service has already been recognised externally as ‘streaming service of the year’ in many markets & has been commended for its appealing & easy to use interface accessed across multiple platforms (e.g., television, mobile devices, PCs).

The Disney+ team is responsible for the strategy & day-to-day commercial performance & operations of Disney+ across Asia-Pacific & future market launches across the region. This position will be located in Tokyo or Seoul with flexible working policies & will focus on leading an integrated social media approach, with a specific focus on evolving the regional strategy & creative focus for our owned channels across APAC.

The role will also oversee planning & delivery of best-in-class social campaigns for some of the biggest & most-loved TV shows across owned, earned & paid channels – from Korean local Originals such as Remarried Empress, to tentpole US shows such as Ryan’s Murphy’s All’s Fair & the return of Percy Jackson, to some of our most beloved long running series such as Grey’s Anatomy & Modern Family.

Key Responsibilities

Strategy & Leadership

• Define & own the end-to-end Disney+ APAC Brand & Content influencer & social strategy for our platform & our local originals, sports, currents and general entertainment content, developing a social playbook for Disney+, that defines audience strategies, testing frameworks & measurement, aligned to global goals & regional, local OKR.
• Define & lead the end-to-end APAC paid influencer strategy for Disney+, spanning Brand & general entertainment content campaigns, ensuring alignment with our Performance Social team.
• Oversee the Influencer strategy, partner agencies & Creators, providing strategic direction, developing talent, & driving excellence across campaign design, creator selection, contracting, & measurement.
• Establish clear creator partnership frameworks, including tiering models, influencer briefs, best-practice guidelines, risk management, & brand-safe creator onboarding.
• Develop a robust approach to social talent discovery & relationship building, fostering long-term creator partnerships that amplify Disney+ priorities.
• Lead innovation across creator formats, social platforms, & storytelling styles to ensure Disney+ remains culturally relevant & industry-leading.
• Be the go-to mentor for our DTC APAC social team across functional disciplines (content, community management, social analytics, creator partnerships, editorial/localisation), establishing clear priorities, R&Rs/KPIs & development plans towards our APAC OKR and north star.
• Provide thought leadership in our adjacent Studio digital marketing strategy. Capitalise on the existing fandom across Pixar, Marvel, Star Wars, driving digital initiatives to deepen fan engagement during, and in-between major releases, elongate the impact of our studio and franchise titles for our fans. 

Creative & Content

• Set creative standards & social-first editorial strategies for local & global original titles & our world class library of general entertainment content.
• Ensure culturally & regionally relevant content by coordinating localisation & talent/creator programs with country social & marketing leads.
• Work alongside local entertainment commissioning teams to unlock the very best social opportunities from greenlight through to launch.

Measurement, Insight & Reporting

• Build & evolve social measurement frameworks tied to acquisition, engagement, retention & brand health.
• Translate social insights into actionable recommendations; present performance & strategic plans to the wider business.

Agency & Partner Management

• Manage existing agency partners (influencer, creative, media) & lead selection/briefing processes for new agency relationships where needed.
• Ensure agencies deliver on creative quality, performance targets, & brand governance.

Cross-functional & Matrix Collaboration

• Work in close partnership with the Head of Publicity, Events, Local Originals & Talent Management who is responsible for creating integrated strategies & Disney+ event-led activations for both paid & earned PR & influencers, to drive maximum cultural conversation, buzz & visibility for the Disney+ platform & our priority titles.
• Work in close partnership with TWDC’s global Social & Influencer team. This team oversees companywide social & influencer governance, prioritisation, & strategic direction. They also lead the design & execution of Studio campaigns for branded content across Pixar, Lucasfilm, Marvel, Disney Animation, Disney Live Action, 20th Century, & Searchlight, as well as the broader TWDC portfolio. The role will ensure alignment with this central team & senior stakeholders to manage prioritisation, resolve potential clashes, & maintain governance standards.
• Act as the Disney+ Brand & Content social partner to the wider Disney business, including our corporate PR, Legal, Compliance as well our Global Marketing teams in the U.S., LATAM & EMEA regions.
• Influence & align senior stakeholders across business units in a large, matrix environment.
• Partner closely with our media partners & the Disney+ performance team to create integrated plans that maximise our effectiveness & efficiency in driving demand, acquisition & engagement through social.

Governance, Risk & Brand Safety

• Ensure all social activity complies with Disney brand guidelines, regulatory requirements, platform policies, & local advertising laws.
• Own escalation processes & social crisis management playbooks.

Innovation & Platform Leadership

• Keep the organisation ahead of social platform product changes (e.g., Meta, TikTok, YouTube, X, Snapchat), new ad formats, & creator ecosystem developments.
• Work closely with the Digital Media & Marketing leaders, Studios & X-LOB, who leads TWDC’s regional platform partnerships, & support Global/Regional JBPs & local social platform needs as required.
• Pilot new technology (AI), formats, partnerships, & creator-led activations to drive awareness & subscriptions, in collaboration with the Performance lead to create a fully integrated, full funnel approach.

Required Experience & Qualification

Experience

• Minimum 10+ years of progressive social, digital marketing, or media experience, with at least 5 years in leadership roles.
• Proven experience at scale in media, streaming, entertainment, or consumer media brands (or agency-side managing streaming/media clients).
• Expert in developing & scaling impactful influencer strategies, creative & campaigns which have delivered measurable results.
• Demonstrable track record of owning both paid & organic social strategy & driving measurable business outcomes (subscriptions, engagement, retention).
• Experience managing large regional budgets & multi-market campaigns.
• Previously led cross-functional teams in matrix organisations & influencing senior leaders.
• Experience managing multiple agencies & running agency selection/RFPs.
• Bachelor’s degree in Marketing, Communications, Media, Business, or similar preferred.

Technical / Platform Skills

• Deep knowledge of social ad platforms & tools (Meta/Business Manager, TikTok Ads, YouTube for Action, X Ads, Snapchat Ads, measurement/attribution tools).
• Strong analytics competency — able to interpret cohort analysis, LTV, MMM & use them to shape media strategy.
• Familiarity with creative production workflows, community management tools, & influencer/creator platforms.

Core Skills & Behaviours

• Strategic thinker with strong commercial mindset — balances brand-building & performance imperatives.
• Exceptional communicator & presenter — able to influence senior executives & secure buy-in.
• High emotional intelligence, collaborative, & skilled at navigating complex matrix organisations.
• Strong people leader — builds high-performing teams, develops talent & delegates effectively.
• Data-driven & curious — rigorous about testing, learning, & continuous improvement.
• Creative sensibility — able to champion distinctive, culturally relevant social creative that performs.
• Crisis calm — experienced in social governance & rapid response.
• Autonomous operator — self-starter who can set priorities & deliver with minimal supervision.

The Walt Disney Company is an Equal Opportunity Employer. We strive to be a diverse and inclusive workforce that is representative of our audiences, and where all can thrive and belong. We are committed to building a team that includes and respects a variety of voices, identities, backgrounds, experiences and perspectives.

This position is with Disney Int'l Employment Services, Inc., which is part of a business we call The Walt Disney Company (APAC).

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