Jayanta Jenkins, Samsung Mobile’s global executive creative director, co-directs content marketing with Disney at Streamer Disney + and several linear networks. The company announced today as part of a major reorganization and streamlining of its extensive general entertainment department.
Jenkins is a prolific industry creative who served as Twitter’s first global creative director. He has worked at HP, Apple’s Beats by Dre and Wieden + Kennedy, among others, and will lead all content marketing for Disney + as well as for linear brands such as Disney Channel, Disney Junior, Disney XD and National Geographic. He joins the company in December.
The hiring is part of a major overhaul of Disney’s general entertainment content division that is streamlining the company’s organization from linear channel-specific to centralized teams. This also includes merging the teams for marketing, advertising and media planning into optimized units.
“These units will function like agencies, each focusing on a particular collection of our content to manage marketing, advertising, media planning, events, talent relations and pricing strategies,” said Disney’s chairman of general entertainment content, Peter Rice, in a memo the staff announcing the changes.
Jenkins will run such an internal agency. Shannon Ryan, President of Content Marketing and Hulu and General Entertainment, will take on an additional lead and oversee marketing for all unit content distributed to Hulu and over linear networks. Stephanie Gibbons, FX president of marketing, will continue to promote FX programming on the FX linear networks and FX in Hulu.
Joe Earley, EVP, Marketing and Operations at Disney + and an Adweek 2020 Brand Genius award winner who is not part of Disney’s General Entertainment content division, will remain in his role and focus on brand and platform marketing and customer acquisition.
There are also changes on the development and production side. Gary Marsh, President and Chief Creative Officer of Disney Channels, has assumed an expanded role as President and Chief Creative Officer of Disney Branded Television, which oversees all Disney-branded television programming, including Disney and Disney + branded non-written content.
Courteney Monroe, President of National Geographic Global Networks, will now oversee all National Geographic programming on Disney + as well as the President of National Geographic Content for linear networks. She’ll be in touch with Rice. Disney and ABC Entertainment’s Dana Walden also has a new title: Walt Disney Television, chair of the entertainment division, where she will oversee the development and production of ABC Entertainment, Disney Television Studios, Freeform and Hulu Originals.
“This is a big change from our old television structure, which was based on linear networks,” said Rice. “But as we look to the future and how consumers watch their programs, this reorganization is an opportunity for us to focus fully on what we do best and bring great programming to viewers wherever they are want to watch their favorite shows. “
The reorganization follows another major reorganization of the company, which has streamlined its media and entertainment business under the supervision of longtime Disney veterinarian Kareem Daniel. It is one of the ongoing efforts by media companies to reorganize their businesses to better respond to changing consumer viewing habits and the way content is produced and distributed across platforms.