Laura R
Laura R

Founder
Anadale Entertainment

Business Category:
Entertainment/Theatrical

Professional Bio

Laura Rabney is an executive leader in the entertainment marketing sector, whose industry experience spans theatrical films, music, TV, and home entertainment. Offering over 20 years of success, innovating, and executing world-class marketing campaigns with global partners.

Ms. Rabney’s core competency is shaping strategy and partnerships, as well as driving the implementation of marketing and branding initiatives generating $300M+ in promotional value, licensing, and fees for clients and partners. Recognized as highly skilled in new business development, partnership negotiation, and client management, Ms. Rabney has built her professional reputation on effectively managing multiple partnerships and sponsorships.

Passionate about pairing brands with entertainment, Ms. Rabney utilizes a strategic approach customized to each brand’s mission, values, and identity. That’s how she collaboratively delivers a brand experience that genuinely resonates with each target audience.

Most recently, Vice President, Partnership Marketing with Universal Pictures (2017 to 2019), Ms. Rabney drove strategic development and implementation of partnerships for Universal and DreamWorks Animation films. She served as the primary point person for developing strategy, marketing pitches, and negotiations with third-party partners for DreamWorks Animation. She generated $85M+ across Universal Live Action and DreamWorks Animation partnerships, including Pitch Perfect 3, Skyscraper, How To Train Your Dragon: The Hidden World, and Trolls World Tour.

Previously, as Vice President, Head of Theatrical Promotions for DreamWorks Animation (2014 to 2017), Ms. Rabney oversaw the domestic partnership team and oversaw the strategic development and implementation of high-impact partnerships and media campaigns with global brands for domestic theatrical releases including Kung Fu Panda 3 and Trolls. She delivered $140M+ by structuring partnerships with brands including Post, Chase, General Mills, Macy’s, and Wix.com (including Super Bowl 2016). Additionally, she developed new business for DreamWorks Animation including EOS, Home Shopping Network, Wix.com, Dish Network, and Subway. 

Advancing through a series of increasingly responsible roles with Disney, Ms. Rabney held the title of Executive Director, Global Promotions for Walt Disney Pictures (2010 to 2014). She guided promotions and sponsorship initiatives for live-action films including, Pirates of the Caribbean (1-4), Maleficent, Oz The Great and Powerful and animated theatrical films including, Toy Story (2 and 3), Cars (2 and 3), Frozen, and forged partnerships with Fortune 500 Companies including Verizon, Proctor & Gamble, Kellogg’s, General Mills, Ford, Chrysler, MAC, Volvo, and Home Shopping Network. She secured a multi-film/multi-million-dollar partnership with Subway launching with Brave in 2012, on-going with 2-4 films per year.

As Executive Director, National Promotions & Synergy with Walt Disney Home Entertainment (2006 to 2010), Ms. Rabney worked on many Anniversary and Vault releases including Cinderella, Sleeping Beauty, Winnie the Pooh, and The Little Mermaid where she secured multi-title promotions with top companies such as McDonald’s, Procter & Gamble, Kellogg’s, and Panasonic. When she was Director, Integrated Marketing and Synergy for Walt Disney Home Entertainment (2004 to 2006), she optimized opportunities with Food Network, HGTV, MTV, and Disney Theme Parks, Disney Stores, Disney Interactive Games, Disney Consumer Products, Disney Visa, Disney Partners Federal Credit Union, Disney Theatrical Group and Disney on Ice. Ms. Rabney also worked at Walt Disney Records (1999 to 2004), as Senior Manager, Promotions & Synergy.

Proud of her academic accomplishments, Ms. Rabney earned her Bachelor of Arts (BA) Degree for the University of Massachusetts. She is frequently called upon to speak at professional events including the LA Road Show, Subway National Convention, and Home Shopping Network Gala. Ms. Rabney is committed to the community, currently serving on the Board of Trustees for Temple Kol Tikvah.

Territory

On a Global basis

Member Since:
2014-11-15
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