Walt Disney has appointed Pakistan-born executive Asad Ayaz as its new chief marketing and brand officer. In this role, he will lead a newly created company-wide marketing organisation.
Asad Ayaz will work to create a coordinated marketing approach across Disney’s various divisions. This includes theme parks, film and television studios, sports, and consumer products. The goal is to provide a seamless experience for Disney customers worldwide.
“As our businesses have evolved, it’s clear that we need a company-wide role that ensures brand consistency,” Disney CEO Bob Iger said. He added that Ayaz is a “perfect fit” for this expanded responsibility. The appointment builds on Ayaz’s existing portfolio at Disney.
Ayaz has been with Disney for 20 years. In 2023, he became the company’s first chief brand officer. In that role, he developed major marketing campaigns for Disney’s brands. He played a key part in celebrating Disney’s 100th anniversary and the 70th anniversary of Disneyland.
For the past eight years, Asad Ayaz served as president of marketing for Walt Disney Studios. He led campaigns for some of Disney’s biggest film successes, including Marvel Studios’ Black Panther, 20th Century Studios’ Avatar: The Way of Water, and Walt Disney Animation Studios’ Frozen 2.
Ayaz also managed Disney+ marketing campaigns. He oversaw launches for popular shows like The Mandalorian and Lucasfilm’s Andor. He was also behind the Disney+ release of Taylor Swift | The Eras Tour (Taylor’s Version).
A graduate of Bennington College in Vermont, Asad Ayaz also holds a master’s degree in economics from the University of Southern California. His long tenure and wide-ranging experience make him a strong choice to lead Disney’s global marketing efforts.
With this appointment, Disney aims to unify its marketing strategies and maintain a consistent brand experience for audiences worldwide. Asad Ayaz’s leadership is expected to shape the future of Disney’s marketing and brand initiatives.
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