Thursday, January 15, 2026
Strengthening the Connection: Asad Ayaz to Lead Disney’s New Unified Marketing Unit Reporting Directly to CEO Bob Iger
The GMA Admin
BURBANK, Calif. — The Walt Disney Company has announced a major restructuring of its marketing operations, establishing a new enterprise-wide marketing and brand organization. Asad Ayaz, a 20-year veteran of the company, has been named Chief Marketing and Brand Officer to lead the unified unit, reporting directly to CEO Bob Iger and the chairs of Disney’s various business segments.
A Unified Marketing Vision
The new enterprise organization is designed to break down silos between Disney’s diverse business units, including Disney Entertainment, Disney Experiences, and ESPN. By pooling the collective strength of these marketing teams, the company aims to:
- Ensure Brand Consistency: Creating a seamless experience for consumers across movies, streaming, theme parks, and sports.
- Modernize Engagement: Utilizing shared capabilities and modern digital tools to increase agility in global campaigns.
- Drive Business Goals: Supporting the specific growth objectives of individual segments through a more connected audience approach.
“As our businesses have evolved, it’s clear that we need a company-wide role that ensures brand consistency,” said CEO Bob Iger. He described the new role as “critical for this moment,” citing Ayaz’s strategic and operational prowess as the ideal fit for the transition.
Ayaz’s Track Record of Success
Asad Ayaz assumes the expanded remit after serving as Chief Brand Officer since 2023 and President of Marketing for The Walt Disney Studios for eight years. His leadership has been instrumental in some of the company’s biggest successes:
- Box Office Dominance: Oversaw marketing for 18 films that surpassed the $1 billion mark.
- Streaming Growth: Led the marketing launch and expansion for Disney+.
- Global Campaigns: Spearheaded the Disney100 anniversary celebration and the upcoming Disneyland Resort 70th anniversary creative strategy.
Strategic Collaborative Leadership
In a joint statement, the chairs of Disney’s major segments—Alan Bergman and Dana Walden (Entertainment), Josh D’Amaro (Experiences), and Jimmy Pitaro (ESPN)—praised the appointment. They noted that Ayaz’s deep experience across the company’s portfolio will be vital in strengthening the connection between Disney’s iconic franchises and its global audience.
Conclusion
By centralizing its marketing leadership under Asad Ayaz, Disney is moving toward a more cohesive corporate identity. This structural shift signals the company’s intent to simplify the consumer journey, ensuring that whether a fan is watching a Marvel film, visiting a theme park, or streaming a series, the brand voice remains singular and powerful in an increasingly fragmented media landscape.