Disney names head of consumer strategy and research

Hong Kong - Disney Channel has appointed Daniel Shum as VP of consumer strategy and research for Asia Pacific, responsible for directing all brand and consumer research studies in the region and defining marketing and programming strategies for key franchises.

Based in the regional headquarters in Hong Kong, he will also support the development of brand extensions, new media and branded offerings throughout the region.

Shum will report to Nicky Parkinson, senior VP of Disney Channel Asia Pacific, Kelly Pena, vice president and Jill Dowless, VP at Disney-ABC global research group in Burbank.

 "Daniel will be instrumental in developing our business strategies in the evolving consumer landscape. Additionally, his arrival will lead to new collaborations opportunities with other lines of business, which should also benefit The Walt Disney Company in the long term," Parkinson said.

 "Daniel's experience makes him a superb choice to lead our research activities and deepen our understanding of consumers in the region, allowing Disney Channel to continue to stay ahead in the marketplace," Dowless said. 

Pena said: "The expertise that Daniel brings to us will further improve the breadth, depth and quality of our research work to support the brand development initiatives in the region."

Prior to Disney Channel, Shum was MD for Research International Hong Kong and Taiwan. His previous job roles include working with Wirthlin Worldwide Hong Kong (now known as Harris Interactive), Burson Marsteller and AC Nielson China.