Director, Consumer Product Marketing

Built for
Spotify.

Kyle Reilly-Johnston · Los Angeles, CA

20 years in marketing — the last decade building product marketing playbooks for the world's biggest streaming and entertainment platforms. The kind of marketer who grew into a leader by learning to shape the roadmap, not just respond to it, and who brings the human element to every data point.

Why It Fits Download Resume

Director, Global PMMThe Walt Disney Company

20+

Years in
Marketing

Why It Fits

What Spotify Needs.
What Kyle Does.

Spotify's next Director of Consumer Product Marketing needs to be more than a great marketer. Here's how Kyle matches what the CMO is looking for.

🎯

New Playbook Builder

Spotify wants someone to design a consumer product marketing playbook that perpetually evolves. Kyle built that at Disney+ from scratch — frameworks for positioning, launch, lifecycle, and loyalty adopted across US, LATAM, APAC, and EMEA.

→ 8 global markets · Disney+ Perks 0-to-1 · global PMM framework

🌊

Flows Like Water, Not a Box

Spotify doesn't want someone who stays in their lane. Kyle actively crosses into brand, creative, consumer insights, and partnership conversations — shaping decisions upstream, not reacting to them downstream.

→ Co-creation with brand, creative, and product teams at Disney+

🎵

Relationship, Not a Machine

Spotify is a community, not a utility. Kyle understands the cultural dimension of product marketing — the difference between telling someone about a product and inviting them into an experience. His Gen Z and Gen Alpha work at Disney+ was built on exactly that.

→ Gen Z/Alpha engagement strategy across Disney+ and Hulu

🤝

Team Builder, Not Boss

The CMO wants someone the team goes to, not someone who pops in. Kyle's leadership is rooted in developing people — guiding them toward their strengths, growing them into expanded roles, and building cultures of curiosity and cross-fertilization.

→ Promoted from within · team members flourishing at senior levels

🧠

AI as Amplifier, Not Replacement

Spotify wants AI fluency baked into how PMM operates. Kyle built the AI workflow infrastructure from the ground up — prompt libraries, governance SOPs, team training — because he was genuinely curious about where the craft was going.

→ 300+ marketers trained · ~40% reduction in time-to-brief

🌍

Boardroom + Street Level

The CMO wants someone who tells him something he doesn't already know. Kyle has presented strategy to Asad Ayaz, CMO of The Walt Disney Company — and is equally energized by what's happening culturally at street level.

→ C-suite executive presentations · global cultural campaign strategy

Leadership Philosophy

How Kyle Leads

Three principles that shape how Kyle leads teams, builds campaigns, and shows up in the room.

Guide, Not Dictate

I don't lead from the top down. My job is to understand what each person is uniquely great at, clear the path, and develop them into challenges they didn't know they were ready for. A team with genuine curiosity and psychological safety will outperform any hierarchy.

Cross-Fertilize Everything

Product marketing doesn't live in a box. My best work comes from pulling consumer insights, brand strategy, and product thinking into the same room — and advocating for what the data and culture are telling us, not just reacting to a roadmap already decided.

Culture Is a Practice

Culture isn't something you announce — it's something you practice every day in how you listen, how you push back, and how you celebrate. To build a community for Spotify's users, you need to reflect that community internally. That's not a talking point. It's how I work.

Experience

The Work

20 years in marketing, spanning retention, segmentation, brand, and product — the last decade leading global PMM for brands people actually love.

The Walt Disney Company

2022 – 2026

Director, Global Product Marketing — Disney+ & Hulu

Led end-to-end product and brand marketing strategy for Disney+, managing a 14-person global team across brand positioning, 360-degree campaigns, AI workflow innovation, subscriber loyalty, and global expansion. Presented strategy directly to CMO Asad Ayaz and SVP/VP leadership. Built the global PMM playbook from scratch — frameworks adopted across US, LATAM, APAC, and EMEA.

Conceived and scaled Disney+ Perks from 0 to 1 — a global subscriber loyalty program launched across 8 markets spanning US, Canada, LATAM, and APAC.

Global GTMPlaybook DevelopmentRoadmap InfluenceTeam LeadershipAI WorkflowsDisney+ Perks8 Global Markets

DIRECTV

2018 – 2022

Senior Director, Product Marketing

Led product and brand marketing, pricing strategy, and personalized retention across DIRECTV's consumer subscriber base. Launched DIRECTV Stream. Pioneered ML-powered 1:1 retention packaging generating 26,000 customer saves and $17M in free cash flow. Note: DIRECTV was acquired by AT&T and subsequently spun off as an independent company during this period.

Streaming LaunchML Retention$17M FCF360° CampaignsChurn Reduction

Charter Communications

2006 – 2018

Sr. Manager, Sales & Retention Operations

Built customer audience segmentation and behavioral targeting program contributing to a 7% revenue increase and 4% reduction in churn across two Southern California call centers.

SegmentationBehavioral TargetingRevenue Growth

Culture & Team

Swedish Values.
Human First.

Spotify's culture is built on community, diversity, and the belief that people do their best work when they feel genuinely valued. Kyle doesn't just understand that — he's built teams that reflect it.

Part of the PMM Team Celebrates Halloween on the Burbank Studio Lot

Team Visit to Walt's Office

Meeting with the D23 Team, blending in-person and virtual work

Evening Team Building Event

Team Disneyland Day Celebrating the 70th Anniversary during the Holiday Season

Playbook Thinking

Designing the Next Version of Consumer Product Marketing

Spotify wants to redesign its consumer product marketing playbook for a world that keeps changing. That's not a project Kyle would manage — it's how he's operated at every stage of his career.

At Disney+, he built the playbook from zero. At DIRECTV, he reinvented retention with ML. At Charter, he built behavioral segmentation when it wasn't standard. Every role, a new version of what's possible.

Build from consumer insight up, not from product spec down
Influence the roadmap before it's decided, not after
Design frameworks regional teams can adapt, not just receive
Treat AI as infrastructure for creativity, not a shortcut
Lead with curiosity — street level and altitude, always both

“Product marketing that stays in its box isn't product marketing. The work that actually moves a product forward happens at the intersection — where brand, culture, consumer insight, and roadmap thinking flow into each other.”

Kyle Reilly-Johnston

AI Practice

AI-Forward,
Human-Led.

Kyle built AI workflow infrastructure at Disney+ not because it was on a roadmap — because he was genuinely curious about where the tools were taking the craft. He trained 300+ marketers, built prompt libraries, governance SOPs, and workflow playbooks scaling team output across 20+ concurrent workstreams.

At Spotify, that means helping a 15+ person team use AI as a creative amplifier — faster research synthesis, sharper briefs, better ideation — while keeping human instinct and cultural curiosity at the center.

300+

Marketers trained on AI workflows across Disney

~40%

Reduction in time-to-brief via generative AI

AI platforms: ChatGPT, Claude, Microsoft Copilot

20+

Concurrent workstreams scaled without adding headcount

Built for
Spotify.

Leading a Disney+ Perks Roadshow at the Disney Music Group