Adia Matthews
VP, Partnership Marketing @Disney Streaming
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WORK HISTORY
VP, Partnership Marketing @Disney Streaming
Santa Monica, CA, US
Created new marketing vertical responsible for driving awareness for Hulu via strategic partnerships with third-party brands, celebrity talent, influencers and collaborators across The Walt Disney Company (TWDC)- Developed co-marketing partner campaigns with partners including Coca-Cola, Uber, Microsoft, Xbox, Barnes & Noble, Postmates, NTWRK, Selena Gomez’ Rare Beauty, and The McBride Sisters Wine Company to amplify Hulu’s largest brand and content priorities- Introduced new opportunities for advertisers to optimize their Hulu media spend with partnership campaigns and activations. Resulted in higher retention of priority brands for ad sales and incremental sponsorships of $3M+- Implemented new operational processes to manage, prioritize and optimize synergy media planning across TWDC partners- Launched first-to-market livestream partnership with Essence Ventures for ESSENCE FEST Primetime, a nightly concert series streaming evening performances and daytime highlights for ESSENCE Festival 2022 & 2023. Outperformed benchmark for live music events by 2x across viewer engagement and monetization metrics.
EDUCATION
Harvard University
Bachelor of Arts (BA), Political Science and Government
Harvard Business School
Master of Business Administration (M.B.A.)
SKILLS
ABOUT ADIA MATTHEWS
Passionate marketing leader with progressive experience across brand and integrated marketing, storytelling, strategic partnerships and digital transformation. Brings an equally strategic, analytical, creative and pragmatic approach to elevate brands, cultivate fanship and drive business outcomes across multiple operating models including subscription, media planning, partner development and revenue growth. Successfully steered complex cross-functional business initiatives, launched products and built new marketing functions during periods of high transformation. Responsibilities included integrated brand strategy, performance marketing, media, brand partnerships, CRM, loyalty, lifecycle marketing, subscriber insights, customer care, product marketing, influencer marketing, talent partnerships and cross-divisional synergy.
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