Walt Disney Company has officially established a new enterprise wide marketing organisation and appointed Asad Ayaz as its first Chief Marketing and Brand Officer, marking a significant leadership development for the global entertainment company. The newly created role places the Pakistan born executive among Disney’s most senior leaders, with direct reporting responsibility to Chief Executive Officer Bob Iger. The move reflects Disney’s intent to streamline and strengthen how its brand and marketing strategy are executed across an increasingly diverse set of businesses and consumer touchpoints worldwide.
Through this appointment, Disney aims to bring greater alignment across marketing teams operating within its studios, streaming platforms, theme parks, and consumer products divisions. As Chief Marketing and Brand Officer, Ayaz will oversee marketing strategy and brand stewardship for the company’s entire portfolio, ensuring consistency in how Disney engages with audiences across markets and platforms. He will work closely with leaders of Disney’s various business segments to connect storytelling, customer experience, and brand identity under a unified vision. The company stated that the creation of this role responds to the rapid expansion of its offerings and the need for a coordinated approach to how consumers interact with Disney products and experiences globally.
CEO Bob Iger emphasized the importance of the new role, noting that Disney’s business landscape has evolved significantly over recent years. According to Iger, the growth of streaming services, global franchises, theme park experiences, and consumer products has increased the number of ways audiences engage with Disney. He said that a company wide leadership role is essential to maintain brand consistency and enable seamless interaction across platforms. Iger also praised Ayaz’s leadership, crediting him with bringing Disney’s creative vision to life through disciplined execution and a deep understanding of audience engagement. Senior executives Alan Bergman and Dana Walden also described Ayaz as an exceptional creative leader with strong strategic and operational capabilities.
Asad Ayaz’s professional journey reflects a global background shaped by diverse cultural experiences. Born in Pakistan in 1978, he is the son of a senior Pakistan Air Force officer who later served as Pakistan’s ambassador to Syria and Lebanon. As a result, Ayaz spent part of his early life in the Middle East before immigrating to the United States as a teenager. His interest in American pop culture developed early, and he has previously spoken about how films and television shows influenced his creative outlook during his formative years. He went on to study at Bennington College in Vermont and later worked in consulting before earning a master’s degree in economics from University of Southern California, where he gained exposure to the entertainment industry.
Ayaz has spent more than two decades at Disney, building a long career within the company. Most recently, he served as President of Marketing for Walt Disney Studios, where he was responsible for global marketing campaigns for major theatrical releases. He also led global marketing for Disney Plus during a critical growth phase for the streaming platform and was appointed Chief Brand Officer in 2023. Over the years, he has been closely associated with some of Disney’s most high profile franchises and campaigns, contributing to the company’s ability to connect with audiences across regions and formats.
The appointment of Asad Ayaz adds to the growing presence of executives of Pakistani origin in senior leadership roles at major United States corporations. His elevation to a newly created enterprise wide position underscores Disney’s focus on integrating brand strategy at the highest level as it navigates a complex and competitive global media environment.
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