The Walt Disney Company has appointed Terry Tsai to lead direct-to-consumer marketing across Asia-Pacific.
Tsai will take up the Tokyo-based vice president role, with responsibility for the Disney+’s regional marketing strategy, as well as its growth and partner marketing operations.
He will work across an increasingly crowded APAC streaming market, as Disney+ continues to invest in local content and partnerships designed to grow its audience across the region.
Tsai will report to Carol Choi, executive vice president of integrated marketing for APAC, and Tony Zameczkowski, senior vice president and general manager of direct-to-consumer for APAC.
He has joined Disney from e-bike company Lime, where he most recently served as APAC regional director.
“This week, I’m saying goodbye to Lime. I came on as employee #1 in Asia and got to build Lime from zero to 8,000 fleet across five cities, and a business that didn’t exist here when we began. Grateful beyond words to the team who made it real,” Tsai said in a statement to LinkedIn
Before Lime, Tsai spent more than three years at Netflix as director and head of marketing partnerships for Japan, Taiwan and Hong Kong. During his time with the streaming giant, he worked across acquisitions, brand partnerships and membership growth.
Tsai also brings 12 years of experience at Apple to the new role, having held senior channel marketing, sales and customer experience positions across Tokyo and Cupertino. His time at the tech giant included leading its global shop-in-shop retail program across 75 markets.
Excited to be back in entertainment! Joining Disney, helping to build an one-stop destination with Disney+ for fans to engage with their favourite Disney characters, sport and shows, everyday,” Tsai added.
