Disney launches enterprise marketing arm, Asad Ayaz named CMO

CALIFORNIA: The Walt Disney Company has pressed refresh on how it tells its story. The entertainment giant has announced a new enterprise-wide marketing and brand organisation, aimed at bringing its vast stable of businesses under one creative and strategic umbrella. Leading the charge is long-time Disney executive Asad Ayaz, newly appointed chief marketing and brand officer.

The move signals a push for greater harmony across Disney’s many worlds, from films and streaming to theme parks and sports. By aligning marketing teams more closely, the company hopes to speak with a clearer, more connected voice as it engages audiences around the globe.

The Walt Disney Company chief executive officer Bob Iger, said the new role reflects how consumer expectations have changed. “Over more than two decades at the company, Asad has helped bring the magic of Disney to life for millions,” he said. “As our businesses evolve, we need a company-wide approach that ensures brand consistency and allows consumers to move seamlessly across our products and experiences.”

Ayaz is no stranger to the spotlight behind the scenes. He steps into the new role after eight years as president of marketing for The Walt Disney Studios, where he also led marketing for Disney+. Since 2023, he has served as Disney’s first chief brand officer, overseeing global brand strategy, alliances and major events, while acting as a steward of the company’s most iconic franchises.

Disney’s top leadership across entertainment, experiences and sports were united in their praise. In a joint statement, 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 the rare ability to blend strategy, operations and storytelling.

The newly formed organisation will build on that foundation, pooling shared capabilities and modern marketing tools to create faster, more agile campaigns. The aim is simple but ambitious: stronger connections with consumers and a more coherent Disney presence across every touchpoint.

In his new role, Ayaz will report directly to Iger and work closely with the company’s segment chairs, ensuring that while each business retains its own spark, they all shine as part of the same constellation.