Managing Competitive-Driven Scope Expansion for Disney+ Personalization

You're the PM for a new personalization engine project at Disney+, aiming to increase subscriber engagement by 10%. With 60% of development complete, executive leadership insists on integrating a lightweight 'choose-your-own-adventure' interactive feature, inspired by a competitor, into the existing project to capture a new audience segment. How do you manage this significant scope expansion without derailing your original project's timeline or stated engagement goals?

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