Disney creates connected marketing organisation to better align with wider business

The Walt Disney Company has created a new enterprise marketing and brand organisation, aimed at aligning the company’s marketing teams more closely across its businesses to strengthen how it connects with consumers.

The new organisation will bring together marketing talent across Disney Entertainment, Disney Experiences and ESPN, with the goal of harnessing the “collective strength” of the company’s teams.

It aims to support a more “connected approach” to how Disney reaches audiences, elevate its campaigns and advance the business goals of each segment and the company as a whole.

As part of the new structure, Disney has promoted chief brand officer Asad Ayaz to chief marketing and brand officer to lead the new organisation.

Ayaz has held the chief brand officer – the first of its kind – since April 2023, and now takes on expanded responsibilities through the combined position.

In his new role, Ayaz will lead all aspects of global marketing for the company, including strategy, creative advertising, media, digital, research, special events, promotions, publicity and synergy.

He will also lead company-wide brand efforts, alliances and events. This includes managing cross-company campaigns that draw on Disney’s full portfolio of content and consumer experiences, integrating the brand internally and externally, guiding digital and social strategy and overseeing corporate partnerships.

Disney CEO Bob Iger describes the combined chief marketing and brand officer role as “critical for this moment”.

“As our businesses have evolved, it’s clear that we need a company-wide role that ensures brand consistency and allows consumers today to seamlessly interact with our wonderful products and experiences,” he says.

Ayaz steps into the expanded position following eight years as president of marketing for The Walt Disney Studios, as well as leading marketing for Disney+. As chief brand officer, he has also overseen company-wide brand efforts, alliances and events, and stewardship of Disney’s brands and franchises globally.

Recent work under his leadership includes the ‘Disney100’ brand campaign marking the company’s 100th anniversary, the international expansion of D23: The Official Disney Fan Club, and the creative campaign for Disneyland Resort’s 70th anniversary.