Disney Starts a Global Marketing and Brand Division
The Walt Disney Company is completely reorganizing its global marketing operations. Asad Ayaz, a long-time executive, has been named the company’s first Chief Marketing and Brand Officer. The move brings together Disney’s marketing efforts from all of its divisions, such as Disney Entertainment, Disney Experiences, and ESPN, into one organization.
The new structure is meant to make sure that Disney’s many businesses, from movies and streaming to theme parks and consumer goods, all work together in a way that is consistent with the brand. The change is part of Disney’s larger goal to create a unified global identity that appeals to today’s audiences.
Source: The Walt Disney Company
Bob Iger Says Ayaz Is a Great Leader
Bob Iger, the CEO of Disney, praised Ayaz’s creative leadership and the long-term effects it has had on the company’s marketing and storytelling success. Iger said, “Asad has brought the magic of Disney to life for millions.” He called the new job critical for this moment as Disney adapts to a changing entertainment landscape.
Iger stressed that the new unified marketing function will make it easier for customers to interact with Disney’s entertainment, sports, and experience platforms, making sure that Disney’s wonder, imagination, and innovation feel connected everywhere.
Ayaz’s Big Job in All of Disney’s Departments
Ayaz will be in charge of all global marketing and brand strategy in his new role. He will report directly to Iger and work with division heads like Alan Bergman, Dana Walden, Josh D’Amaro, and Jimmy Pitaro. They will work together to get marketing teams at Disney’s film studios, television networks, theme parks, streaming services, and ESPN to work together.
Ayaz has one of the biggest marketing jobs in the entertainment industry. He is in charge of billions of dollars worth of advertising, promotional campaigns, and brand partnerships in over 100 countries.
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A Veteran Behind Disney’s Biggest Ads
Ayaz has been with Disney for more than 20 years and has helped shape some of the company’s most successful global campaigns. As President of Marketing for Disney Entertainment since 2024, he has been in charge of Disney’s most famous movies, TV shows, and streaming services.
Disney made 18 billion-dollar movies with him in charge, such as Zootopia 2, Lilo and Stitch, and Avatar Fire and Ash. He also led campaigns for Disney Plus originals like The Mandalorian, WandaVision, Andor, and The Beatles Get Back, which helped make Disney Plus one of the best streaming services.
Making Disney’s Brand Identity Stronger for the Future
Ayaz made history in 2023 when he became Disney’s first Chief Brand Officer. He was in charge of global projects like the Disney100 celebration, the international growth of D23 The Official Disney Fan Club, and marketing campaigns for big theme park anniversaries. He is known as one of the most important marketing figures in Hollywood because he can tell stories across different platforms.
Ayaz has a new dual mandate to set Disney’s creative direction and marketing philosophy for a new era in which digital integration, cultural relevance, and audience engagement are the most important things.
Driving Cohesion Across Film, Streaming, and Experiences
The new structure for the whole company is meant to make sure that Disney’s creative and business sides are on the same page when it comes to marketing. Executives say that the unified approach will make things work better, make better use of shared technologies, and make the connection between brand storytelling and audience experience stronger.
Bergman, Walden, D’Amaro, and Pitaro all said in a joint statement, “Asad is an exceptional creative leader with strong strategic and operational skills.” This alignment will help us reach people all over the world through stories that are consistent and new.
A Smart Move in a Competitive Entertainment Market
As Disney and its competitors try to keep up with a quickly changing entertainment market, the consolidation of marketing functions shows that the company is moving toward integrated brand management. The goal of the initiative is to expand Disney’s audience while making sure that the same message is sent across all of its channels, including theaters, streaming, and experiences.
Disney wants to make itself a more flexible, data-driven, and creatively unified company by giving Ayaz full control over everything. This will allow the company to adapt to changes in technology and consumer behavior.
Uniting Storytelling, Technology, and Global Engagement
Ayaz’s hiring is a big step in the right direction for Disney under Iger’s leadership. As the company rethinks its plans for the next ten years, the formation of a single marketing authority shows that Disney believes that consistent storytelling and a strong global brand are important for keeping its cultural dominance.
Asad Ayaz now runs one of Hollywood’s most powerful marketing companies. Its job is to connect Disney’s legacy of imagination to the next generation of audiences around the world through innovation, inclusivity, and creativity.
