The Walt Disney Company has announced the creation of a new enterprise-wide marketing and brand organization and appointed Pakistan-born executive Asad Ayaz as its first-ever chief marketing and brand officer, elevating him to one of the company’s most senior leadership roles.
Disney said the new structure is designed to better align marketing functions across its businesses and strengthen global audience engagement as the company’s consumer touchpoints continue to grow. The unified approach aims to improve brand consistency and deliver a more seamless experience across platforms.
In his new role, Ayaz will lead marketing and brand strategy across Disney’s major segments, including film studios, streaming services, theme parks, and consumer products. He will report directly to Disney chief executive Bob Iger and collaborate closely with senior leaders across all business units.
Announcing the appointment, Iger described the role as critical to maintaining a cohesive brand identity and ensuring stronger connections with audiences worldwide. He highlighted Ayaz’s long tenure at Disney and credited his leadership for successfully translating the company’s storytelling and creative vision to global consumers.
Born in Pakistan in 1978, Ayaz is the son of a former Pakistan Air Force officer. He spent part of his childhood in the Middle East due to his father’s overseas posting before moving to the United States as a teenager. Ayaz has previously said that his exposure to popular culture after immigrating played a key role in shaping his interest in entertainment and marketing.
A Disney veteran with more than 20 years at the company, Ayaz most recently served as president of marketing for The Walt Disney Studios and previously led global marketing for Disney+. He was appointed chief brand officer in 2023, where he oversaw company-wide brand strategy, partnerships, and major events.
After graduating from Bennington College in Vermont, Ayaz began his career in consulting before relocating to Los Angeles to pursue a master’s degree in economics at the University of Southern California, where he gained early experience in the entertainment industry.
Disney’s leadership has described Ayaz as a highly effective creative and strategic executive, noting that the new unified marketing structure is expected to enhance agility, reinforce brand alignment, and strengthen Disney’s engagement with audiences around the world.
