Disney is wasting no time shaking things up in the new year.
Today, The Walt Disney Company announced that it is creating a new enterprise marketing and brand organization to be led by Asad Ayaz. The executive has also been named the company’s first chief marketing and brand officer.
The news of the marketing restructuring, which is looking to align the company’s marketing teams more closely across the business, came in a company-wide email from Disney Entertainment co-chairs Alan Bergman and Dana Walden, Disney Experiences chairman Josh D’Amaro, and ESPN chairman Jimmy Pitaro.
In his new position, Ayaz will report to CEO Bob Iger and to the department chairs while overseeing marketing and branding efforts across Disney Entertainment, Disney Experiences, and ESPN.
In addition to these changes, Disney restructured its marketing leadership last August, with Ayaz, a 20-year Disney veteran and part of ADWEEK’s 2025 Marketing Vanguard, becoming president of Disney Entertainment Marketing at the time, overseeing marketing teams across Disney Entertainment. Ayaz also previously served as the company’s first chief brand officer, taking the position in 2023, with a focus on overseeing the company-wide branding efforts.
“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 in a statement. “As our businesses evolved, it’s clear that we need a company-wide role that ensures brand consistency and allows consumers today to seamlessly interact with our wonderful products and experiences.”
Iger also noted that Ayaz’s new role is “critical” for the company, and he is the “perfect fit.”
Regarding Disney’s marketing restructure, a source familiar with the matter noted that, given the scale of the endeavor, there isn’t an imminent announcement on what the final structure will look like.
