The Walt Disney Company has bolstered its Iberian leadership team with the appointment of Mónica Magallanes Torrealba, a former DAZN executive, as it sharpens its focus on data-driven growth strategies.
Magallanes joins Disney Iberia as a performance marketing supervisor, where she will lead user acquisition strategies across the region — a role that underscores the increasing importance of precision targeting and measurable returns in today’s streaming economy.
A data-driven growth push
The appointment comes as media and entertainment companies intensify competition for subscribers in key markets, particularly across over-the-top (OTT) platforms.
Disney’s move reflects a broader industry shift toward advanced analytics, segmentation and continuous optimization, with performance marketing emerging as a central pillar of growth strategies.
Magallanes is expected to drive campaigns aligned with corporate objectives, leveraging data to maximize efficiency in customer acquisition and retention.
Experience built in streaming
During her time at DAZN, Magallanes held roles including acquisition marketing manager and media manager, overseeing multi-channel campaigns spanning platforms such as Google, Meta and TikTok, alongside traditional media like radio.
Her responsibilities covered the full campaign lifecycle — from planning and execution to optimization and performance analysis — with a strong emphasis on measurable outcomes.
She also worked extensively with tools such as Google Analytics and Looker, using performance insights to refine strategy and improve return on investment.
Strategic importance of performance marketing
The hire highlights a growing trend across the industry: the prioritization of specialists capable of translating data into scalable growth.
As competition intensifies among streaming platforms, efficiency in marketing spend has become a key differentiator. Companies are increasingly investing in talent that can bridge creativity with analytics, ensuring campaigns deliver both reach and conversion.
Bigger picture
Disney’s investment in performance-led talent signals its intent to remain competitive in an increasingly crowded digital entertainment landscape.
With audience acquisition costs rising and consumer attention fragmenting across platforms, the ability to deploy targeted, data-informed campaigns is no longer optional — it is foundational.
Magallanes’ appointment reflects that reality, positioning Disney Iberia to compete more aggressively in one of Europe’s most dynamic streaming markets.