Universal Destinations & Experiences (UDX) has appointed Donna Mirus Bates as global franchise strategy officer, overseeing UDX franchise management and strategic partnerships
Bates will report to Vince Klaseus, president of UDX franchise, products and partnerships.
In her newly created role, Bates will lead global franchise strategy across UDX’s portfolio of intellectual properties, help shape long-term franchise road maps and partnerships that drive growth across theme parks, consumer products and experiential platforms.
Bates will work in close collaboration with the Universal Entertainment Franchise team, creative, commercial and destination partners in order to unlock more franchise value through strategic alignment, innovation and brand stewardship across UDX.
The move comes as Universal’s parks continue to expand and drive strong revenue growth — including its Epic Universe in Florida, celebrating a year of enthusiastic crowds.
“Donna brings an extraordinary combination of franchise vision, partnership expertise, and deep brand-building experience,” said Klaseus. “She has played a pivotal role in delivering some of our most ambitious franchise and destination launches, and her strategic leadership will be critical as we continue to scale our global franchises in more integrated and impactful ways.”
Bates has spent nearly three decades with Universal Destinations & Experiences, where she has held senior leadership positions across marketing, partnerships and communications. Most recently, she led marketing partnerships and communications for UDX, working with the teams in Orlando, Florida; Hollywood, Japan and Beijing. Previously, Bates served as senior VP, marketing communications & content development for Universal Orlando Resort, where she led integrated marketing campaigns for major attraction launches, special events and new destination openings.
Bates has led or contributed to some of the most significant UDX launch campaigns of the past 20 years, including the Wizarding World of Harry Potter around the world, Volcano Bay, Universal Beijing Resort and Universal Epic Universe.
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