THE WALT DISNEY COMPANY
Corporate Brand Management Digital Marketing Intern
CRM · Email design · Landing pages · Analytics
I ran 300+ CRM and lifecycle campaigns across 20+ Disney business units, from the brief to the send: messaging, copy, creative coordination, HTML, QA, A/B testing, legal review and deployment in Marigold Engage+.
I analyzed performance in Tableau and turned it into recommendations, reports and presentations that shaped lifecycle strategy and testing across business units.
300+
20+
CRM campaigns
business units
20M+
+221%
email opens
CTR on the Star Wars birthday email
BUSINESS UNITS I WORKED ACROSS
Every step from brief to inbox
WHAT I DID
Two campaigns, start to finish
CASE STUDIES
DATA ANALYSIS & REPORTING
Turning results into
recommendations for business units
I pulled the numbers in Tableau, built the decks and reports myself, and brought the findings back to each business unit.
INTEGRATED CAMPAIGN · CRM
Disney Princess: Create Your World
A year-long Disney Princess campaign showing girls and women how to go from dreaming big to doing big. Each princess got a "lift" timed to a franchise moment, and I owned the CRM emails for them: sourcing assets, working with the team, designing every email and building it for deployment.
Ariel lift · Nov
The Little Mermaid 35th
The animated hero is a GIF I made in Photoshop, leading into anniversary merch, music and Disney+.
Moana lift
Moana 2 in theaters
Trailer and tickets up top, a countdown to release, then music, parks and sponsor partners.
Rapunzel lift · Jul–Aug
Tangled engagement
Streaming, books, recipes and shop moments that keep Rapunzel fans engaged through the summer.
More emails I designed, from movie launches to the holidays
EMAIL DESIGN
GOVERNANCE · CRM SPONSORSHIPS
Sponsorship placement guidelines
For the governance team, I created evergreen guidelines for sponsor placements in Disney CRM emails: the components that work, the specs, and creative dos and don'ts. It's sent to any new partner so their creative arrives ready to use.
SUCCESSFUL COMPONENTS
Partner logo at the top
A main tagline
A partner ad with a strong connection to the movie
Optional: movie IP with a seamless transition
Clear attributes on the key art: partner logo, tagline, limited copy
Artwork with a strong connection to the movie
Keep the partner as the main focus
CREATIVE DOS
x Exceed the character limit
x Bleed the partner and movie visuals together
x Manipulate the IP
CREATIVE DON’TS
Two hubs that bring the whole company together
LANDING PAGES
Beyond email, I owned two landing pages end to end, pulling content from across The Walt Disney Company into one place for guests.
A holiday streaming hub spanning Disney+, Hulu, Freeform, National Geographic and ABC, ending in a Disney Bundle upsell.
Seasons Streamings
Offers from Disney Store, Disneyland, the Disney Bundle, D23, National Geographic, Good Morning America, Marvel and Disney Rewards on one page.
Exclusive Savings
LIFE AT DISNEY
“Hailey was a highly effective CRM Digital Marketing intern who contributed meaningfully to our email marketing strategy and execution here at Disney.”
Gennessey Lau | CRM Manager, The Walt Disney Company