Julia Santos is exploring her personal brand as a digital marketer for streaming services. She has experience as an intern and social media coordinator. Her goals are to work at The Walt Disney Company, eventually becoming Group Creative Director of Disney+. She outlines her skills, education credentials, target audiences, and competition to develop her personal brand and marketing strategy.

1. PERSONAL BRAND EXPLORATION
Julia Santos
Project & Portfolio I: Week 3
December 14, 2019

2. Julia's entire life has been constantly
evolving. She came from a very humble
family and since she was a child, she
learned the value of hard work and
preparation. Her passion for film and
music made her focus on Business and
Digital Marketing; molding her life into a
permanent seek for information and
knowledge. Julia's biggest goal is to have
full experience to guide and help others to
achieve their dreams because she knows
that entertainment is about people.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Marketing manager
• Internet Marketing Specialist
• Advertising and Promotions Manager
The Girl/Guy Next Door- Create
accessible marketing approaches using
storytelling that can connect the
consumers, making them feel
understood. By exploring the latest
news, a relationship is conceived, and
more users will turn streaming services
part of their normal life.
Digital Marketing for big streaming companies

4. • DEMOGRAPHICS: 60 %Female,
27-37 years old, Predominately
White, College-Educated, Located
on the west and east coast.Â
• PSYCHOGRAPHICS: likes to go out
with friends, enjoy going to the
movie theater once a month, have a
very progressive mindset about life,
regularly attend to volunteer
projects.Â
• Ideal Audience Members: Meredith
L. Brown, Recruiter at The Walt
Disney Company. Jackie Lee-Joe,
Chief Marketing Officer at Netflix.
Ileana Lagares, Director,
Multicultural Marketing at HBO.
Recruiters & Hiring Managers at The Walt Disney Company, HBO, and Netflix.
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Have an entry-level position as a coordinator in the
marketing sector at The Walt Disney Company.
‣ learn about The Walt Disney Company history.
Have 2 certificates in leadership and
interpersonal skills by March 31, 2021.
Mid Term: (2025)
• Be at a manager position in the "Yellow Shoes" agency
of The Walt Disney Company, and focused on Disney+.
‣ Explore the streaming service social media and
increase the number of Instagram followers to
25 million by March 31, 2025.
Long Term: (2040)
• Be the Group Creative Director in the "Yellow Shoes"
agency, and have full control of marketing for Disney+.
‣ Increase Disney+ number of subscribers up to
250 million; being the biggest streaming service
in the marketing.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Digital media Marketing 72%
Event Management 69%
communication skills 65%
leadership and influencing skills 75%
SOFTHARD
SEO Tools 25%
Web Analytics 15%
Creative thinking 78%
Ability to multitask 64%
SOFTHARD

7. I believe that business is more than
selling; it is involving people. I will
combine and increase the number of
subscribers in streaming services with
honesty and creativity.
PROMISE

8. CREDENTIALS
Work Experience:
• Intern as Digital Media Analyst: 2018
• Social Media Coordinator: 2019-
present
Education:
• Digital Marketing Nanodegree: Udacity
• Bachelor Degree in Entertainment Business: Full Sail University (Exp. 2021)
Awards:
• Award of Excellence- Harvard Model
Congress Latin America
• Digital Product Management- Modern Fundamentals: University of Virginia
• Diplomacy Award- World Federation
of United Nations Associations

9. COMPETITION
Cecily DeShéa
Industry Experience:
• 3 yrs as an Culinary Specialist in the
US Army
Education:
• Current student enrolled in Entertainment Business,
B.S. at Full Sail University
Leadership Experience:
• 2 yrs as a Early Childhood education teacher
• 1 mo as a Set Dresser in a music video
Skills and Proficiencies:
• Leadership: 7 endorsements
• Social Media: 6 endorsements
Julia santos
Overall Online Presence:
• Have a good headshot. Have 84 connections
• Grade: good, 70 out of 100
Industry Experience:
• International Student Society- Social
Media Coordinator- present
• 1 mo as an Digital Media Analyst
Education:
• Current student enrolled in Entertainment Business,
B.S. at Full Sail University
• Digital Marketing Nanodregee- Udacity
• Digital Product Manager- University of Virginia
Leadership Experience:
• Award os Excellence- Harvard Model Congress Latin
America
• Diplomacy Award- World Federation of United
Nations Associations
Skills and Proficiencies:
• Digital Marketing: 1 endorsements
Overall Online Presence:
• Have 48 connections. Have an Bio in the main
page. Have photos of the certificates.
• Grade: Average, 65 out of 100

10. COMPETITION
Meagan Templeton
Industry Experience:
• 2 yrs as an CRM Consultant in
Progressive Insurance
Education:
• Current student enrolled in Entertainment Business,
B.S. at Full Sail University
Noteworthy Experience:
• Sales: Sales representative at Ashey Furniture
Homestores
Skills and Proficiencies:
• Microsoft Office: 1 endorsement
Julia Santos
Overall Online Presence:
• Have an selfie as the profile picture, not so
professional. Have 40 connections. Have a small Bio
in the main page
• Grade: poor, 30 out of 100
Industry Experience:
• International Student Society- Social
Media Coordinator- present
• 1 mo as an Digital Media Analyst
Education:
• Current student enrolled in Entertainment Business,
B.S. at Full Sail University
• Digital Marketing Nanodregee- Udacity
• Digital Product Manager- University of Virginia
Leadership Experience:
• Award os Excellence- Harvard Model Congress Latin
America
• Diplomacy Award- World Federation of United
Nations Associations
Skills and Proficiencies:
• Digital Marketing: 1 endorsements
Overall Online Presence:
• Have 48 connections. Have an Bio in the main
page. Have photos of the certificates.
• Grade: Average, 65 out of 100

11. BRAND POSITION
Sharing more honesty, passion, and care
for everyone through video storytelling
that makes you feel like home again.
“MOTHER" JULIA SANTOS
Julia earned the nickname
“mother” because her
friends always joked about
her tendency to caring for
everyone.

12. NETWORKING & MARKETING
Industry Events & Organizations
• 2020 Business Development & Marketing Conference
‣ Feb 6 – 9 | Orlando, Fl
• Creativity: Orlando 2020
‣ Jan 21 | Disney Springs Resort
• 2020 Social Media Conference for PR, Marketing and
Communications Professionals
‣ Mar 11-13| Walt Disney World Dolphin Resort
Digital Marketing
• Primary Content: Create a Youtube Vlog. Post videos
talking about the film industry, trends, and social
media. Post 1 video per week.
• Primary Tools: FB and Instagram - post my
photography and video projects with a blog describing
the process of making it. For LinkedIn, I will create
more blog texts talking about the recent news of the
streaming industry.
• Website: I will post all of my blog texts in the Full Sail
digital portfolio. I will also make sure to distribute my
website to all of my social media.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level marketing with at least 20 yrs
of experience in the film and tv industry; open-
minded woman that speaks Portuguese or is
Brazilian, Jul. 2020
Formal Education
• Complete Entertainment Business, B.S. by expected
graduation date in 2021
Technical Skills
• Start studying the “Learning Web Analytics” course
at lynda.com, march 2020.
• Finish the “Introduction to Search Engine
Optimization program at Coursera, April 2020
Soft Skills
• Humble Leadership: The Power of Relationships,
Openness, and Trust- Lynda.com, May. 2020
• Public Speaking Foundations- Lynda.com, March.
2020
• Do an Internship at a Film Festival, Apri. 2020
• Writing with impact - Lynda.com, Oct. 2020

14. Julia Santos
We all can notice that the entertainment
industry is evolving, the Streaming services are
changing everything; but is the marketing capable
of supporting this change? I believe in building
relationships with the audience, and through video storytelling, I can create
this connection between the new trends and what the market is demanding.
In fact, after going to the Cannes Film festival, I created video stories
comparing the streaming services with the classic film industry, and it made
a social movement of acceptance of this new way of entertainment.
“

15. REFERENCES
DeShéa, C. (2019). Cecily DeShéa LinkedIn Profile. Retrieved
December 14, 2019, fhttps://www.linkedin.com/in/
cecilydeshea/
KTempleton, M. (2019). Meagan Templeton LinkedIn Profile.
Retrieved December 14 2019, from https://
www.linkedin.com/in/meagan-templeton-b67564124/
Lee-Joe, J. (2019). Jackie Lee-Joe LinkedIn Profile. Retrieved
December 14, 2019, fromhttps://www.linkedin.com/in/
jleejoe/
Lagares, I. (2019). Ileana Lagares LinkedIn Profile. Retrieved
December 14, 2019, https://www.linkedin.com/in/ileana-
lagares/
Brown, M., L. (2019). Meredith L. Brown LinkedIn Profile.
Retrieved December 14, 2019, https://www.linkedin.com/
in/meredithlbrown/
ONETOnLine.org. (2019). Summary Report for: 11-2021.00 -
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Search Marketing Strategists. Retrieved December 14, 2019,
https://www.onetonline.org/link/summary/15-1199.10
Linkedin. (2019). Social Media Coordinator-Job Description.
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www.linkedin.com/jobs/view/1581944295/?
alternateChannel=search
Linkedin. (2019). Group Creative Director-Job Description.
Retrieved December 14, 2019, from https://
www.linkedin.com/jobs/view/1618091912/?
alternateChannel=search
The Walt Disney Company. (2019). The walt Disney Company
on LinkedIn. Retrieved December 14, 2019, from https://
www.linkedin.com/company/the-walt-disney-company/
Retrieved April 14, 2019, from https://