Universal Destinations & Experiences Names Donna Mirus Bates Global Franchise Strategy Officer
8 reported
Universal Destinations & Experiences (UDX) has appointed Donna Mirus Bates as global franchise strategy officer, a newly created role. Bates will oversee UDX franchise management and strategic partnerships, reporting to Vince Klaseus, president of UDX franchise, products and partnerships. In her role, she will lead global franchise strategy across UDX’s intellectual property portfolio, shaping long-term franchise road maps and partnerships for theme parks, consumer products, and experiential platforms. Bates will collaborate with the Universal Entertainment Franchise team, creative, commercial, and destination partners to unlock franchise value through strategic alignment, innovation, and brand stewardship. The appointment comes as Universal’s parks, including Epic Universe in Florida, continue to see strong revenue growth and enthusiastic crowds. Bates has spent nearly three decades with UDX, holding senior leadership roles in marketing, partnerships, and communications, and has contributed to major launch campaigns such as the Wizarding World of Harry Potter, Volcano Bay, Universal Beijing Resort, and Universal Epic Universe.
What’s reported
Donna Mirus Bates was appointed global franchise strategy officer at Universal Destinations & Experiences (UDX).
The role is newly created and involves overseeing franchise management and strategic partnerships.
Bates will report to Vince Klaseus, president of UDX franchise, products and partnerships.
She will lead global franchise strategy across UDX’s intellectual property portfolio and shape long-term road maps and partnerships.
Bates will work with the Universal Entertainment Franchise team, creative, commercial, and destination partners.
The move occurs as Universal’s parks, including Epic Universe in Florida, drive strong revenue growth and see enthusiastic crowds.
Bates has spent nearly three decades at UDX, previously leading marketing partnerships and communications, and serving as senior VP of marketing communications for Universal Orlando Resort.
She contributed to launch campaigns for the Wizarding World of Harry Potter, Volcano Bay, Universal Beijing Resort, and Universal Epic Universe.
Key figures
Donna Mirus Bates: global franchise strategy officer at Universal Destinations & Experiences
Vince Klaseus: president of UDX franchise, products and partnerships
Sources: Variety
