This is my brand exploration slide. I look to join other marketers in the Disney platform.

1. PERSONAL BRAND EXPLORATION
Jonathan Rivera
Project & Portfolio I: Week 3
May 22, 2020

2. Everyone grows up with a hero; for Jonathan Rivera that
hero has always been his older cousin. Jonathan grew up
in a very tight-knitted family in the Dominican Republic
where he would spend hours playing video games, or
watching movies with his hero. That pure bliss he felt,
reoccurs every time he picks up a controller today.
Jonathan’s determination, work ethic, and values-all stem
from what was learned from his family. He treats life as a
video game, strategizing the best moves, laughing often,
and tackling each “mission” head-on. This outlook has lead
Jonathan down his current career path of sales, customer
support, and tech support. As in any good game the
character must level up, and that is exactly what Jonathan
decided to do by enrolling in Full Sail’s Entertainment
Business Bachelor’s program. Jonathan’s long term career
goal is to become a Director of Marketing at Disney’s Lucas
Film, or Disney’s Marvel Studios.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Marketing Manager
• Market Research Analyst
• Search Marketing Strategist
Guy Next Door Archetype -
Creating and inviting others to feel a
part of and belong. I look to inspire
others to see, feel and become a
part of an experience like no other.
Marketing for Lucasfilm, Marvel, Disney or Universal

4. • DEMOGRAPHICS: 80% Female,
35-50 years old, Predominately
White, Married, College Educated,
Located in Southeastern and
Western regions of the US.
• PSYCHOGRAPHICS: Enjoys
outdoor activities, spends free
time with family. Law-abiding
citizens who enjoy the small
things in life.
• IDEAL AUDIENCE MEMBERS:
Melissa Keezel, Sr.
Recruiter(Disney), Alison Stone
Manager Talent Acquisition
(Disney), Virginia Tanawong, Sr.
Vice President HR (Universal)
Recruiters & Hiring Managers at Lucasfilm, Marvel Studios, Disney &
Universal
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2022)
• Become an entry level marketer at Disney.
‣Network and build relationships with current
Disney marketers through LinkedIn and send a
follow up promotional email by December 31,
2021.
Mid Term: (2027)
• Become a Global Marketing Manager for Disney.
‣Save a total of $50,000, Be able to promote
Disney experiences in 5 out of 7 continents by
December 31, 2027.
Long Term: (2040)
• Becoming the VP of Marketing for Lucasfilm.
‣Save a total of $100,000, Promote Star Wars
Content and Experiences on all consumer
platforms, and increase revenue by 30% by
December 31, 2040.

6. SKILLS ANALYSIS
Notable Skills & Current
Proficiencies:
Notable Skills REQUIRED in TRADE & Current
Proficiencies:
Marketing 90%
Adobe Creative Suite 75%
Time Management 70%
Public Speaking 60%
SOFTHARD
CRM Software 20%
Web Platform Software 60%
Professional Writing 30%
Communication 80%
SOFTHARD

7. I am passionate about entertainment, and I
want others to experience the same levels of
joy from things I helped bring to life.
PROMISE

8. CREDENTIALS
Work Experience:
• 15 years of Sales and Customer Service
• 3 years in Technical Support
Education:
• Entertainment Business, B.S., Full Sail University (Exp. 2022)
Awards:
• Best sales rep multiple times, Great
service and performance overall
• Top performer in tech support by
surpassing SP100 up-sells

9. COMPETITION
Catherine Lagrange
Industry Experience:
• 16 years as Operations Coordinator
and currently in school
Education:
• Current student enrolled in Entertainment Business,
B.S. at Full Sail University
Leadership Experience:
• Does not show
Skills and Proficiencies:
• None are shown
Jonathan Rivera
Overall Online Presence:
• Less than 20 connections, banner image not yet
customized, no headshot, lack of details throughout
profile, no articles published, inactive on social media,
URL not yet customized
• Grade: Poor, 15 out of 100
Industry Experience:
• 15 years of Sales and Customer Service
Education:
• Current student enrolled in Entertainment Business,
B.S. at Full Sail University
Leadership Experience:
• Multiple managerial roles at various companies whiter
were in a sales and service environment. Also point of
reference and contact for assistance to others
Skills and Proficiencies:
• Fully Bilingual in both English and Spanish
• Very passionate about video games, movie and shows
• Experienced in knowing what customers want and look
for in entertainment
Overall Online Presence:
• 20+ connections, banner image customized,
professional headshot, detailed summaries throughout
profile with entasis on relevant pieces, no articles
published, sporadically active on personal social media
accounts, URL customized
• Grade: Average, 60 out of 100

10. COMPETITION
Ramit Kapoor
Industry Experience:
• 12 years of marketing experience
Education:
• Computer Science, B.A.
• Business Administration, Marketing M.B.A.
Noteworthy Experience:
• Head of the marketing team in charge of all strategic
input and market plans for all of the Walt Disney World
Parks, and Disney Springs for the last two years.
• Led the rebranding of Disney’s Animal Kingdom
including the marking plan for Pandora: World of Avatar
for over four years.
Skills and Proficiencies:
• Marketing Strategy - 21 endorsements
• Cross Functional Team Leadership— 15 endorsements
• Marketing- 12 endorsements
Jonathan Rivera
Overall Online Presence:
• 500+ connections, banner image not yet customized,
polished headshot, detailed profile summaries, two
recommendations, notable marketing work based on
endorsements, URL customized
• Grade: Good, 80 out of 100
Industry Experience:
• 15 years of Sales and Customer Service
Education:
• Current student enrolled in Entertainment Business,
B.S. at Full Sail University
Leadership Experience:
• Multiple managerial roles at various companies whiter
were in a sales and service environment. Also point of
reference and contact for assistance to others
Skills and Proficiencies:
• Fully Bilingual in both English and Spanish
• Very passionate about video games, movie and shows
• Experienced in knowing what customers want and look
for in entertainment
Overall Online Presence:
• 20+ connections, banner image customized,
professional headshot, detailed summaries throughout
profile with entasis on relevant pieces, no articles
published, sporadically active on personal social media
accounts, URL customized
• Grade: Average, 60 out of 100

11. BRAND POSITION
Inspiring others to let out their inner kid by
partaking in these experiences.
JONATHAN RIVERA
Jonathan has always been
passionate about his
experiences with others and
has inspired them to try them
out.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2020 inStore South
‣ September 10, 2020 | Orlando, FL
• 4 Weekends Digital Marketing Training
‣ May 30, 2020 | Kissimmee, FL
• DreamHack Atlanta
‣ Nov 13 - 15, 2020 | Atlanta, GA
Digital Marketing
• Primary Content: Join and moderate streamers on various
Twitch channels to promote new content regarding games
and new experiences on a weekly basis.
• Primary Tools: Instagram and Twitter - promote new
experiences through trailers and Twitch; LinkedIn - network
with industry pros and publish weekly information about these
new experiences.
• Website: Full Sail digital portfolio site to showcase school
work; use blog to showcase my passion for marketing
knowledge and experiences

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking executive- level marketing manager with at
least 10 years of work experience at a Disney affiliated
company. Must value a work-life balance.
Formal Education
• Complete Business Entertainment, B.S. by expected
graduation date in 2022.
Technical Skills
• Set up free HubSpot CRM; complete all CRM courses
through HubSpot Academy, Dec. 2019
• SEO Foundations - Lynda.com, May 2019
• WordPress 5 Essential Training - Lynda.com, May 2019
Soft Skills
• Writing Formal Business Letters & Emails - Lynda.com,
Sept. 2019
• Business Writing Principles - Lynda.com, Oct. 2019
• Join local Toastmasters Club and regularly attend
monthly events, starting Oct. 2019
• Impromptu Speaking - Lynda.com, Nov. 2019

14. Jonathan Rivera
You know how people are getting tired of going
to theme parks, seeing the same attractions, and
cast members every time? Well I share and promote new
experiences with guests to make theme parks seem as fun as they were the
first time. In fact, I promoted a new service at my current job by sharing my
own positive interactions with the service and have increased interest by
70%, the highest on my team.
“

15. REFERENCES
Glassdoor Inc. (2020, February 11). Universal
Studios Reviews. Retrieved May 28, 2020,
from https://www.glassdoor.com/Reviews/
Universal-Studios-Reviews-E4200_P2.htm
O*Net, USDOL, & ETA. (2020, May 19).
Summary Report for: 11-2021.00 -
Marketing Managers. Retrieved May 28,
2020, from https://www.onetonline.org/link/
summary/11-2021.00
O*Net, USDOL, & ETA. (2020, May 19).
Summary Report for: 15-1199.10 - Search
Marketing Strategists. Retrieved May 28,
2020, from https://www.onetonline.org/link/
summary/15-1199.10
O*Net, ETA, & USDOL. (2020, May 19).
Summary Report for: 13-1161.00 - Market
Research Analysts and Marketing
Specialists. Retrieved May 28, 2020, from
https://www.onetonline.org/link/summary/
13-1161.00
Disney. (2020, May 13). Marketing Operations
Manager. Retrieved May 28, 2020, from
https://jobs.disneycareers.com/job/new-
york/marketing-operations-manager/
391/16173376
Universal Studios. (2020). Director, Marketing
Platforms & Operations – Universal Orlando
Resort – 278473. Retrieved May 28, 2020,
from https://jobs.universalparks.com/job/
10857100/director-marketing-platforms-
operations-orlando-fl/
LaGrange, C. (2020). Linkedin- Catherine
LaGrange. Retrieved May 28, 2020, from
https://www.linkedin.com/in/