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The Walt Disney Company has officially created a new enterprise-wide marketing organisation. Leading this charge is Asad Ayaz, named the entertainment giant’s first-ever Chief Marketing and Brand Officer.
This historic appointment places the Pakistan-born executive among the most senior leaders at Disney. He now reports directly to CEO Bob Iger.
A Unified Vision for Disney
Disney aims to align marketing teams across all its businesses. Consequently, this move strengthens how the company connects with consumers globally.
In this expanded role, Mr Ayaz controls marketing and brand strategy for Disney’s entire portfolio. This includes studios, streaming platforms, theme parks, and consumer products. Furthermore, he will work closely with the heads of Disney’s various business segments.
CEO Bob Iger emphasised the necessity of this role. He noted that Disney’s business and consumer touchpoints have expanded rapidly. Iger stated:
As our businesses have evolved, it’s clear that we need a company-wide role that ensures brand consistency and allows consumers to seamlessly interact with our products and experiences.
He praised Ayaz for bringing the “magic of Disney to life” through exceptional leadership.
From Lahore to Los Angeles
Mr Ayaz’s journey to the C-suite is a global one. Born in Pakistan in 1978, he is the son of a senior Pakistan Air Force officer. His father also served as an ambassador to Syria and Lebanon, meaning Ayaz spent part of his childhood in the Middle East. Eventually, he immigrated to the United States as a teenager.
His fascination with American pop culture started early. He noted in a 2024 interview that his teenage bedroom walls featured posters of Batman Returns and The Simpsons.
Ayaz graduated from Bennington College in Vermont and later worked in consulting. He then pursued a master’s degree in economics at the University of Southern California. There, he gained his first exposure to the entertainment industry.
A Veteran Leader
Ayaz is no stranger to Disney. He joined the company over 20 years ago. Most recently, he served as President of Marketing for The Walt Disney Studios. He also led global marketing for Disney+ and was appointed Chief Brand Officer in 2023.
Disney’s senior leadership, including Disney Entertainment Co-Chairs Alan Bergman and Dana Walden, described Mr Ayaz as an “exceptional creative leader”. They highlighted his strong strategic and operational prowess.
This appointment adds Ayaz to a growing list of Pakistani-origin executives holding top leadership positions in major US corporations.
