Adia Matthews

Adia Matthews is the Vice President of Brand Partnerships & Synergy at Hulu. In this position, she leads a team responsible for creating breakthrough moments and value-add subscriber experiences through partnerships with brands, talent, influencers and with businesses across The Walt Disney Company.  Since its creation in September 2021, her team launched notable collaborations with Uber Eats, Selena Gomez' Rare Beauty and ESSENCE - leading its first ever livestream partnership for ESSENCEFEST Primetime. Adia began her career as a sales and trading analyst at Morgan Stanley and then later joined Disney as a strategic planning manager in exhibitor partnerships. In this capacity, she developed in-theater marketing campaigns for new releases including Star Wars: The Force Awakens and Marvel Studios' Black Panther, and launched strategic partnerships with Fandango, Regal Cinemas and Atom Tickets' loyalty programs.  Adia then led the re-imagination and relaunch for Disney Movie Insiders, The Walt Disney Studios’ premier loyalty program.

Adia was a founding member and Co-President for The Bond, Disney’s Black employee resource group (ERG).  She established The Bond’s Think Tank, an internal focus group that leverages the perspectives of Black employees to provide insights on key business initiatives and has since become a model for employee engagement leveraged by ERGs across the enterprise. As part of the newly formed Disney Media & Entertainment Distribution (DMED) division, Adia co-created the strategic plan to improve the Black Consumer experience and was selected to serve on the Executive Diversity & Inclusion Council.

Adia is passionate about mentoring and creating spaces where others, particularly from underrepresented backgrounds, can feel seen. She serves on the board of the Harvard Club of Southern California and volunteers as an alumni interviewer on the admissions committee. An avid dancer throughout her childhood, Adia is also an advocate for performing and visual arts.

Adia was recognized in Delta Airlines’ Ones to Watch Class of 2019. She holds a bachelor's degree from Harvard College and an MBA from Harvard Business School, where she conducted an independent research project with Professor Anita Elberse on developing the Shonda Rhimes’ Shondaland case study.