Disney is reshaping how it presents itself to consumers worldwide, announcing Wednesday the creation of a new conglomerate-wide marketing and brand organization that will be run by longtime executive Asad Ayaz as its first-ever chief marketing and brand officer.

The move is designed to more closely align Disney’s marketing teams across its far-reaching businesses — from film, television and streaming to theme parks and ESPN — and to strengthen how the company connects with audiences globally.

Ayaz will oversee marketing and brand strategy across Disney Entertainment, Disney Experiences and ESPN, reporting directly to CEO Bob Iger, while also working closely with the company’s segment chairs.

“Over more than two decades at the company – and as Disney’s first-ever Chief Brand Officer – Asad has helped bring the magic of Disney to life for millions through his exceptional leadership,” Bob Iger said in a statement. “As our businesses have evolved, it’s clear that we need a company-wide role that ensures brand consistency and allows consumers today to seamlessly interact with our wonderful products and experiences. The Chief Marketing and Brand Officer role is critical for this moment, and Asad is the perfect fit.”

 Asad is an exceptional creative leader with strong strategic and operational prowess and deep experience across Disney and its brands, and we are excited for what we will accomplish together as we strengthen the connection between Disney and audiences around the world,” said Disney Entertainment Co-Chairs Alan Bergman and Dana Walden, Disney Experiences Chairman Josh D’Amaro, and ESPN Chairman Jimmy Pitaro in a joint statement.

Ayaz, a 20-year Disney veteran, has one of the broadest marketing remits in the industry, spanning world-renowned film and television studios, major streaming platforms, the global sports powerhouse ESPN, the company’s sprawling parks and experiences business, and its massive consumer products, games, publishing and licensing operations.

Bob Iger named Ayaz Disney’s first Chief Brand Officer in 2023, overseeing company-wide brand efforts, alliances and events, and further expanded his portfolio last year when he was appointed President of Marketing for Disney Entertainment, inclusive of global marketing for the company’s film, television and streaming studios.

During his tenure leading studio marketing since 2018, Disney released 18 films that crossed the $1 billion mark at the global box office. Ayaz has also played a central role in shaping campaigns for Disney+’s top-performing series, the Disney100 global celebration, the international expansion of D23: The Official Disney Fan Club, and the creative campaign for Disneyland Resort’s upcoming 70th anniversary.

The newly formed enterprise marketing organization will seek to harness shared capabilities and modern marketing tools across Disney’s divisions, creating a more connected and agile approach to reaching audiences while advancing the business goals of each segment.

As Disney continues to recalibrate its strategy across theatrical, streaming and experiences, the creation of a unified marketing and brand function underscores the company’s push to present a more cohesive face to consumers — and elevates Ayaz to one of the most influential marketing roles in Hollywood.

More to come.

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