Wednesday, January 16, 2013

A Disney exec who plays his own corporate villain

CFO Jay Rasulo is also in charge of the media giant's sustainability efforts. While this strategy may work at Disney, could it fly at other companies?

In 2011, Disney launched a behemoth sea craft -- a 4,000-person occupancy vessel called the Disney Dream. She's been a profitable barge. According to the company's 2011 annual report, the Dream accounted for 3% of the nearly $1 billion increase in domestic revenue for Disney's "Parks and Resorts" division.

But the ship's financial success doesn't exempt it from an effort, led by Disney's head of sustainability, to reach zero net greenhouse gas emissions, company-wide. In that sense, the Dream set the company back, increasing its 2011 direct emissions by 15%, compared to the 2006 baseline. Parks and Resorts, like every department, must include greenhouse gas emissions as part of their profit and loss statements.

You would think that such a moneymaker would get a pass from the numbers guy. But at Disney (DIS), the numbers guy is also the green guy. Jay Rasulo, the company's CFO, oversees Disney's corporate social responsibility (CSR) and sustainability initiatives.

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