The Walt Disney Company has elevated content marketing whiz Asad Ayaz to the newly created role of Chief Marketing and Brand Officer.
This marks the first time the family monolith has ever installed a CMO across the entire operation. Ayaz has spent the past eight years overseeing marketing for The Walt Disney Studios (which includes labels Marvel, Lucasfilm, Pixar and Disney live-action and animation).
In this upgraded role, Ayaz will lead a new internal organization comprised of all Disney marketing teams (including those in parks, sports and other sectors) meant to “support a more connected approach to how Disney reaches audiences, elevates its campaigns, and advances the business goals of each segment and the company as a whole,” a Wednesday announcement said.
Ayaz will report to Disney CEO Bob Iger, as well as vertical leaders Dana Walden, Alan Bergman, parks head Josh D’Amaro and ESPN Chairman Jimmy Pitaro.
“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,” said Iger. “As our businesses have 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. The Chief Marketing and Brand Officer role is critical for this moment, and Asad is the perfect fit.”
Walden, Bergman, D’Amaro and Pitaro echoed that Ayaz is “an exceptional creative leader with strong strategic and operational prowess and deep experience across Disney and its brands, and we are excited for what we will accomplish together as we strengthen the connection between Disney and audiences around the world.”
Ayaz helped power Disney to the number-one market share holder in global box office last year, becoming the only film studio group to pass $6.5 billion in ticket sales with campaigns for “Zootopia 2,” “Avatar: Fire and Ash” and “Lilo & Stitch.” His streaming wins include the launch of Taylor Swift’s “Eras Tour” concert film and subsequent docuseries, as well as awards magnet “Andor.” 2026 will be massive for Disney, with theatrical launches for “Toy Story 5,” Star Wars film “The Mandalorian and Grogu,” the live-action “Moana” and, of course, “Avengers: Doomsday.”
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From Variety US