The Walt Disney Company has announced the formation of a new enterprise-wide marketing and brand organisation, a strategic move aimed at bringing its diverse marketing teams under a single umbrella and strengthening how the company engages with audiences across global markets.
As part of the reorganisation, Disney has appointed longtime executive Asad Ayaz as its Chief Marketing and Brand Officer. Ayaz will lead the newly created function, which is designed to create a more integrated and consistent approach to brand building and consumer outreach across Disney’s businesses.
A unified approach to global marketing
The new enterprise marketing organisation will consolidate capabilities from across Disney’s portfolio to support a more coordinated strategy for reaching audiences, scaling campaigns and advancing the commercial objectives of individual business segments as well as the company overall.
The company said the initiative will leverage shared tools, data and modern marketing capabilities to improve continuity and agility, while enabling greater innovation in how Disney connects with consumers across platforms and geographies.
Bob Iger: ‘A role built for today’s Disney’
Announcing the appointment, Disney chief executive Bob Iger highlighted Ayaz’s long tenure and leadership within the company.
“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,” Iger said.
He added that the company’s expanding portfolio and evolving consumer touchpoints made a centralised brand leadership role essential.
“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,” Iger said.
Senior leadership backs Ayaz appointment
In a joint statement, Disney Entertainment co-chairs Alan Bergman and Dana Walden, Disney Experiences chairman Josh D’Amaro and ESPN chairman Jimmy Pitaro described Ayaz as uniquely positioned to lead the transformation.
“Asad is an exceptional creative leader with strong strategic and operational prowess and deep experience across Disney and its brands,” the executives said. “We are excited for what we will accomplish together as we strengthen the connection between Disney and audiences around the world.”
From studios marketing to enterprise brand leadership
Ayaz steps into the expanded role after spending eight years as president of marketing for The Walt Disney Studios, during which he also led marketing for Disney+. Since 2023, he has served as Disney’s chief brand officer, overseeing company-wide branding efforts, strategic alliances and major events, while stewarding some of the company’s most valuable franchises globally.
Under the new structure, Ayaz will continue to guide brand strategy while also driving enterprise-level marketing integration across business units. He will report directly to Bob Iger in his capacity as Chief Marketing and Brand Officer, and work closely with segment chairs to lead marketing initiatives across Disney’s operating divisions.
Building continuity across Disney’s businesses
Disney said the unified marketing organisation will build on Ayaz’s existing leadership to connect shared resources and capabilities across the company, allowing teams to operate more cohesively and respond more quickly to market shifts.
The move underscores Disney’s focus on reinforcing its brand architecture at a time when its businesses span film studios, streaming platforms, theme parks, consumer products, sports media and experiences worldwide.
With the new structure in place, the company aims to ensure that its storytelling, franchises and consumer experiences are marketed with a consistent voice—while remaining flexible enough to adapt to rapidly changing audience behaviour and technology platforms.
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