The Walt Disney Company has announced the creation of a new enterprise-wide marketing and brand organisation and appointed Pakistan-born executive Asad Ayaz as its first Chief Marketing and Brand Officer, placing him among the most senior leaders at the global entertainment group.
According to Disney, the newly formed organisation aims to better align marketing teams across its diverse businesses and strengthen how the company engages with audiences worldwide.
In his expanded role, Ayaz will oversee marketing and brand strategy across Disney’s film studios, streaming platforms, theme parks, and consumer products, ensuring consistency and cohesion across the company’s growing portfolio.
Ayaz was born in Pakistan in 1978 and is the son of a senior officer of the Pakistan Air Force. He spent part of his childhood in the Middle East, where his father served as Pakistan’s ambassador to Syria and Lebanon, before immigrating with his family to the United States during his teenage years.
Announcing the appointment, Disney Chief Executive Officer Bob Iger said the new role was essential at a time when the company’s businesses and consumer touchpoints had expanded significantly.
“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. “As our businesses have evolved, it’s clear that we need a company-wide role that ensures brand consistency and allows consumers to seamlessly interact with our products and experiences.”
Ayaz joined Disney more than 20 years ago and most recently served as President of Marketing for The Walt Disney Studios, while also leading global marketing for Disney+. He was appointed Chief Brand Officer in 2023, where he oversaw company-wide brand strategy, partnerships, and major global events..