In a major leadership move, The Walt Disney Company has announced the formation of a new, enterprise-wide marketing and brand organisation, appointing Pakistan-born executive Asad Ayaz as its first-ever chief marketing and brand officer. The appointment elevates Ayaz to the highest tier of leadership at the global entertainment powerhouse.
The newly created role is designed to bring greater cohesion across Disney’s marketing efforts as the company continues to expand its businesses and consumer touchpoints worldwide. Ayaz will now lead marketing and brand strategy across Disney’s studios, streaming services, theme parks and consumer products, ensuring a more unified and consistent brand presence globally.
Disney Chief Executive Officer Bob Iger described the role as a strategic necessity for the company’s next phase of growth.
“Over more than two decades at the company and as Disney’s first-ever chief brand officer, Asad has helped bring the magic of Disney to life for millions through his exceptional leadership,” Iger said. He added that as Disney’s portfolio has grown, the need for a company-wide role to maintain brand consistency and seamless consumer engagement had become increasingly important.
Ayaz was born in Pakistan in 1978 and is the son of a senior officer of the Pakistan Air Force. His early years were shaped by an international upbringing, including time in the Middle East during his father’s tenure as Pakistan’s ambassador to Syria and Lebanon. As a teenager, Ayaz moved with his family to the United States, where he developed a deep interest in popular culture.
That fascination later found its way into his professional life. In an interview with the World Federation of Advertisers in 2024, Ayaz recalled that his teenage bedroom walls were adorned with posters of Batman Returns, The Simpsons and Thelma & Louise, reflecting his growing connection to film and television.
After graduating from Bennington College in Vermont, Ayaz began his career in consulting before relocating to Los Angeles to pursue a master’s degree in economics at the University of Southern California. It was during this period that he gained his first exposure to the entertainment industry.
Ayaz joined Disney more than 20 years ago and has since played a central role in shaping the company’s marketing strategy. Prior to his latest appointment, he served as president of marketing for The Walt Disney Studios and led global marketing for Disney+. In 2023, he was named chief brand officer, overseeing company-wide brand strategy, major partnerships and high-profile events.
Senior Disney executives, including Disney Entertainment Co-Chairs Alan Bergman and Dana Walden, Disney Experiences Chairman Josh D’Amaro and ESPN Chairman Jimmy Pitaro, praised Ayaz as “an exceptional creative leader with strong strategic and operational prowess.”
In his new role, Ayaz will report directly to Iger while working closely with the leaders of Disney’s various business segments. The company said the unified marketing structure is expected to improve agility, strengthen brand alignment and enhance how Disney engages audiences across markets.
Ayaz’s elevation to one of Disney’s most senior positions places him among a small but growing number of executives of Pakistani origin holding top leadership roles at major US corporations, marking a significant milestone in global corporate leadership. 
Leave a Reply