WASHINGTON (MNN); The Walt Disney Company has announced the formation of a new enterprise-wide marketing and brand organisation and appointed Pakistan-born executive Asad Ayaz as its first chief marketing and brand officer, placing him among the most senior leaders of the global entertainment conglomerate.
Born in Pakistan in 1978, Asad Ayaz is the son of a senior Pakistan Air Force officer. He spent part of his early life in the Middle East during his father’s diplomatic posting as Pakistan’s ambassador to Syria and Lebanon, before moving to the United States with his family as a teenager.
According to Disney, the newly created organisation is aimed at better aligning marketing teams across its various businesses and strengthening the company’s global engagement with consumers.
In his new role, Ayaz will oversee marketing and brand strategy across Disney’s studios, streaming services, theme parks and consumer products.
Announcing the appointment, Disney Chief Executive Officer Bob Iger said the role was vital at a time when Disney’s businesses and consumer touchpoints had expanded significantly. He said that over more than two decades at Disney, Asad Ayaz had played a key role in bringing the company’s creative vision to audiences worldwide through his leadership.
Iger said the company required a unified, company-wide approach to ensure brand consistency and seamless interaction for consumers across Disney’s growing portfolio.
Ayaz joined Disney over 20 years ago and most recently served as president of marketing for The Walt Disney Studios, while also leading global marketing for Disney+. He was named chief brand officer in 2023, with responsibility for company-wide brand strategy, partnerships and major global events.
In previous interviews, Ayaz has spoken about his early interest in popular culture after settling in the United States. He told the World Federation of Advertisers in 2024 that his teenage bedroom walls were decorated with posters of films and shows such as Batman Returns, The Simpsons and Thelma & Louise.
After completing his undergraduate studies at Bennington College in Vermont, Ayaz worked in consulting before moving to Los Angeles to pursue a master’s degree in economics at the University of Southern California, where he first gained exposure to the entertainment industry.
Disney’s senior leadership, including Disney Entertainment co-chairs Alan Bergman and Dana Walden, Disney Experiences Chairman Josh D’Amaro and ESPN Chairman Jimmy Pitaro, described Ayaz as an exceptional creative leader with strong strategic and operational capabilities.
As chief marketing and brand officer, Ayaz will report directly to Bob Iger and work closely with the heads of Disney’s business segments. Disney said the unified marketing structure would enhance agility, reinforce brand consistency and strengthen audience engagement worldwide.
Ayaz’s appointment places him among a small but growing number of executives of Pakistani origin holding senior leadership roles at major US corporations.
