The Walt Disney Company has announced the appointment of Asad Ayaz as its first-ever Chief Brand Officer, effective immediately, as part of the company’s ongoing efforts to elevate the Disney brand in the global marketplace. The announcement was made by Robert A. Iger, Chief Executive Officer of The Walt Disney Company.
In this newly created role, Ayaz will report directly to Iger and will be responsible for leading and enhancing the Disney brand across the entire ecosystem of company touchpoints and consumer experiences. In addition to his new role as Chief Brand Officer, Ayaz will continue to serve as President of Marketing for The Walt Disney Studios, overseeing all aspects of marketing and publicity for the Studios’ films and series, as well as Disney+ on a global scale. He will report to Disney Entertainment Co-Chairman Alan Bergman in this capacity.
“Asad is an exceptional creative leader with a deep understanding of what Disney means to millions of people around the world,” said Iger in the announcement. “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.”
In his role as Chief Brand Officer, Ayaz will develop and execute holistic brand marketing campaigns that leverage and synthesize the company’s full suite of content and consumer experiences. He will also activate the Disney brand both internally and externally through strategic partnerships and provide guidance and alignment for the company’s digital and social media strategy and presence. Ayaz will set corporate synergy and franchise priorities in consultation with the CEO and will lead a global consumer research and analytics function to inform actionable cross-platform initiatives.
Ayaz expressed his gratitude and enthusiasm for the new position, stating, “Throughout both my early life and my time at the company, I’ve marveled 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 his other responsibilities, Ayaz will oversee the Disney100 campaign, a major initiative celebrating the company’s 100th year. He recently led the development and creation of the Disney100 Special Look spot that premiered during this year’s Super Bowl and also oversaw the Studios’ new 100-year logo refresh, which is now featured on all Disney-branded films.
Ayaz, an 18-year Disney veteran, has had an illustrious career, leading marketing campaigns for some of the most successful film releases in history, such as “Star Wars: The Force Awakens,” “Black Panther,” and “Avatar: The Way of Water.” He has also spearheaded campaigns for Disney live-action hits “Aladdin” and “The Lion King,” animated blockbusters “Frozen 2” and “Encanto,” and Disney+ series including “The Mandalorian,” “WandaVision,” and “Loki.”
An award-winning marketing leader, Ayaz has received multiple industry honors, including Variety’s Marketing Visionaries Award, The Clio Marketing Mastermind Award, and recognition as one of Forbes’ Most Influential CMOs and Fast Company’s Most Creative People in Business.
As Disney celebrates a century of magic, the appointment of Asad Ayaz as its first Chief Brand Officer marks a significant milestone for the company as it continues to shape and expand its legacy in the world of entertainment.
