The Walt Disney Company has announced the formation of a new enterprise wide marketing and brand organization and appointed Pakistan born executive Asad Ayaz as its first chief marketing and brand officer. The appointment places Ayaz among the most senior leaders at one of the world’s largest entertainment and media companies and reflects Disney’s efforts to align its expanding portfolio of businesses under a unified marketing and brand strategy. The newly created role is designed to strengthen how the company connects with audiences globally as its studios, streaming platforms, theme parks, and consumer products continue to grow.
Born in Pakistan in 1978, Ayaz is the son of a senior Pakistan Air Force officer and spent part of his early life in the Middle East during his father’s diplomatic postings as Pakistan’s ambassador to Syria and Lebanon. He later moved with his family to the United States as a teenager, where he developed a deep interest in popular culture. Disney said the new enterprise wide structure will help bring greater cohesion across its marketing teams and improve the way consumers experience Disney’s brands across multiple touchpoints. In his new position, Ayaz will be responsible for overseeing marketing and brand strategy across Disney’s studios, streaming services including Disney+, theme parks, and consumer products, making his role central to the company’s global engagement efforts.
Disney Chief Executive Officer Bob Iger, announcing the appointment, said the new role had become essential as Disney’s businesses and consumer interactions have expanded rapidly in recent years. He noted that over more than two decades at the company, Ayaz has played a key role in shaping Disney’s brand presence and bringing its storytelling and experiences to audiences worldwide. Iger added that a company wide leadership role would help ensure brand consistency and allow consumers to move seamlessly across Disney’s 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 efforts for Disney+. In 2023, he was appointed chief brand officer, where he oversaw company wide brand strategy, partnerships, and major events.
Ayaz has often spoken publicly about how his exposure to American popular culture after immigrating to the United States influenced his career path. In a 2024 discussion with the World Federation of Advertisers, he shared that his teenage years were shaped by films and television shows such as Batman Returns, The Simpsons, and Thelma and Louise, which sparked his interest in storytelling and entertainment. After graduating from Bennington College in Vermont, he began his professional career in consulting before moving to Los Angeles to pursue a master’s degree in economics at the University of Southern California. It was during this time that he gained his first direct exposure to the entertainment industry, which eventually led him to Disney.
Senior Disney leaders, including Disney Entertainment Co Chairs Alan Bergman and Dana Walden, Disney Experiences Chairman Josh D’Amaro, and ESPN Chairman Jimmy Pitaro, described Ayaz as an exceptional creative leader with strong strategic and operational capabilities. As chief marketing and brand officer, Ayaz will report directly to Iger while working closely with the heads of Disney’s major business segments. Disney stated that the unified marketing structure is expected to improve agility, strengthen brand alignment, and enhance how the company engages audiences around the world. Ayaz’s appointment adds him to a growing list of executives of Pakistani origin holding senior leadership roles at major United States based corporations.
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