The Walt Disney Company has created a new, enterprise-wide marketing and brand organization and appointed Pakistan-born executive Asad Ayaz, the son of a former Pakistan Air Force (PIA) officer, as its first-ever chief marketing and brand officer, placing him among the company’s most senior leaders.
Disney said the new structure is intended to better align marketing functions across its businesses and strengthen how the company engages audiences worldwide as its consumer touchpoints continue to expand.
In his new role, Ayaz will steer marketing and brand strategy across Disney’s key segments, including its film studios, streaming platforms, theme parks and consumer products. He will report directly to Disney CEO Bob Iger and work closely with leaders across the company’s business units.
Announcing the move, Iger described the position as essential for maintaining brand consistency and creating a more seamless experience for consumers across Disney’s offerings. He also credited Ayaz’s long track record at the company for helping bring Disney’s storytelling and brand identity to audiences globally.
Ayaz was born in Pakistan in 1978 and spent part of his childhood in the Middle East during his father’s overseas posting, before moving to the United States with his family as a teenager. He has previously spoken about developing a strong interest in popular culture after immigrating, an early influence that later shaped his career in entertainment marketing.
A Disney veteran of more than two decades, Ayaz most recently served as president of marketing for The Walt Disney Studios and also led global marketing for Disney+. He was named chief brand officer in 2023, overseeing company-wide brand strategy, partnerships and major events.
After graduating from Bennington College in Vermont, he worked in consulting before heading to Los Angeles to pursue a master’s degree in economics at the University of Southern California, where he gained early exposure to the entertainment industry.
Disney’s senior leadership has described Ayaz as a strong creative leader with deep strategic and operational capability. The company said the unified marketing approach is expected to improve agility, reinforce brand consistency and strengthen Disney’s global audience engagement.