Disney creates regional marketing division for Euro expansion

Disney has restructured its management team and created a regional marketing division in a bid to drive expansion across Europe. It follows the shift to basic distribution across Europe, Middle East and Africa, which has increased its reach across the region.

The changes include bringing Disney Channel veteran Michael Cairns back to the UK as vice-president and general manager. It has also appointed Lars Wagner, channel director at Discovery Channels, to the same role for Germany, Switzerland and Austria and Hélène Etzi, marketing director of its French portfolio, has been promoted to vice-president and general manager for France. Casper Bjorner will take the same role for the Scandinavia and emerging markets.

It has also created a regional marketing team for EMEA. Nicoletta Gelli has been appointed to the new role of vice president of brand marketing at Disney Channels EMEA. Gelli, who was previously marketing director for the region, will be responsible for brand and franchise development. It has also promoted Anna Hill, currently marketing for Disney Channels UK and emerging markets, as executive director of marketing for Disney Channels EMEA. She will oversee cross-channel marketing activities.

Gelli and Hill will report to John Hardie, Disney Channel’s executive vice president and managing director.