Ayaz will also continue as president of marketing for the studio, overseeing all aspects of marketing and publicity for films and series as well as for Disney+ globally.
The Walt Disney Company has named an 18-year Disney veteran Asad Ayaz its first-ever Chief Brand Officer, effective immediately.
In this newly created role reporting to Robert A. Iger, Chief Executive Officer, Ayaz will be responsible for stewarding and elevating the Disney brand globally across the entire ecosystem of company touchpoints and consumer experiences. As President of Marketing for The Walt Disney Studios, Ayaz will oversee all aspects of marketing and publicity for the Studios’ films and series, as well as for Disney+ globally, reporting to Disney Entertainment Co-Chairman Alan Bergman.
Speaking about the appointment, Iger said: “Asad is an exceptional creative leader with a deep understanding of what Disney means to millions of people around the world. His taking on this role is particularly noteworthy and consequential as we commemorate our historic 100th anniversary, and I am confident that his strategic, operational, and creative prowess, along with his profound passion for Disney, will make him an outstanding steward of our stories, characters, brands, and franchises.”
Ayaz’s responsibilities as Chief Brand Officer include developing and executing comprehensive brand marketing campaigns that utilize and sync the company’s full suite of content and consumer experiences, activating the brand internally and externally through partnerships, and guiding and aligning the company’s social media and digital strategy. He will set corporate synergy and franchise priorities in consultation with the CEO and lead a global consumer research and analytics function focused on Disney’s brands and franchises that will inform actionable cross-platform initiatives.
Ayaz added: “Throughout both my early life and my time at the company, I’ve marvelled at the power of Disney’s storytelling, experiences, and simply the name itself to inspire people and resonate through generations. I am immensely grateful to Bob for entrusting me with this opportunity, and I’m excited to work with the amazing teams around our company to highlight all the things that make Disney exceptional and ensure that we continue to create those meaningful connections with audiences for many more generations to come.”
Among other cross-company brand initiatives, Ayaz will oversee the Disney100 campaign as the company celebrates its 100th year. He recently led the development and creation of the Disney100 Special Look spot that debuted in this year’s Super Bowl, as well as the Studios’ new 100-year logo refresh now appearing on all Disney-branded films.
As President of Marketing for The Walt Disney Studios, a role he has held since 2018, Ayaz will continue to oversee all aspects of marketing for films and series from Disney, Walt Disney Animation Studios, Pixar Animation Studios, Marvel Studios, Lucasfilm, and 20th Century Studios, including strategy, creative advertising, media, digital, research, special events, promotions, international marketing, publicity, and synergy. He was also recently named to lead marketing for Disney+ globally.
