The Walt Disney Company has announced a strategic overhaul of its global marketing structure with the creation of an enterprise-wide marketing and brand organization designed to unify the entertainment giant’s promotional efforts across its many business segments. As part of the reorganization, Asad Ayaz has been appointed as Disney’s Chief Marketing and Brand Officer, a newly established role with responsibility for leading the company’s consolidated marketing strategy.

Disney’s CEO Bob Iger said the new position reflects the evolving scale and complexity of the company’s operations, which now span multiple entertainment and consumer domains including theme parks, studios, streaming, sports, and consumer products. The goal of the unified marketing group is to ensure greater brand consistency, improved audience connection, and more coordinated campaign execution across global markets.

Ayaz, a 20-year veteran of Disney, previously served as the company’s first Chief Brand Officer and President of Marketing for Walt Disney Studios. In those roles he led high-profile campaigns for some of Disney’s most successful franchises, such as The Mandalorian on Disney+, Black Panther, and mass-appeal theatrical releases. His expanded responsibilities now include aligning creative and strategic marketing efforts across Disney’s various business units and enhancing how the company engages consumers worldwide.

The newly formed marketing organization will harness shared capabilities and modern marketing tools to elevate promotional work while supporting the specific needs of each segment. As Disney continues to navigate a highly competitive media and entertainment landscape — with streaming growth, theatrical releases, and experiential offerings all demanding strong brand pull — the unified structure is expected to provide greater agility and efficiency in reaching audiences.

Executives including Disney Entertainment Co-Chairs Alan Bergman and Dana Walden, Disney Experiences Chairman Josh D’Amaro, and ESPN Chairman Jimmy Pitaro praised Ayaz’s leadership and experience. They highlighted the importance of a coordinated approach to marketing that can bring Disney’s vast portfolio under one coherent strategic vision.

Ayaz will report directly to CEO Bob Iger, positioning him at the heart of Disney’s efforts to streamline and innovate how the company markets its iconic brands and content globally.