The 0 to 1 Story
I’ve done
this before.
Building Anthropic’s Customer Programs function from scratch requires a specific kind of leader: one who can hold the strategic vision and still do the foundational work. Here’s how I did it at Disney+.
The Mandate
In 2022 I joined Disney+ as Director of Global Product Marketing with a mandate that included building the subscriber engagement and loyalty function. There was no program, no team structure, no vendor, no playbook. Just a business need and a whiteboard.
Audience First
Before designing any program, I built the audience map: a governed, named list of high-value subscriber segments synthesized from behavioral data, Voice of Subscriber research, and engagement signals. Every program we built drew from that map. We never over-approached a segment, and we never filled seats for a pre-built event.
Program Portfolio
I designed and launched the full portfolio: a loyalty and perks program, partner co-marketing investments, early access programs with structured feedback loops, and a customer reference and advocate bench. Each program had a clear charter, intake criteria, and KPI framework before a single customer was recruited.
Voice of Customer Into Leadership
I served as the standing voice of the customer inside Disney+. Customer research I commissioned directly shaped product roadmap decisions. Findings landed in VP and SVP briefings. I used AI tools to compress multi-week insight cycles into days so leadership always had current signal, not stale data.
Global Scale
Within two years, the program scaled to 8 markets across US, Canada, LATAM, and APAC, with the LATAM expansion (Brazil, Mexico, Argentina) delivered on schedule in April 2026. I managed a 14-person global team, a $25M–$30M annual budget, and strategic vendor relationships across loyalty tech, research, and media.