The Walt Disney Company has named Asad Ayaz its first-ever Chief Brand Officer, effective immediately.
In this newly created role, Ayaz will be responsible for elevating and stewarding the Disney brand globally across all touchpoints and consumer experiences, reporting directly to the Chief Executive Officer, Robert A. Iger.
Additionally, 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 and for Disney+ globally, reporting to Disney Entertainment Co-Chairman Alan Bergman.
Disney's CEO expressed confidence in Ayaz's strategic, operational and creative abilities and his passion for the Disney brand. "Asad is an exceptional creative leader with a deep understanding of what Disney means to millions of people around the world," Iger added.
He also noted that his appointment is noteworthy and consequential as the company commemorates its historic 100th anniversary.
As Chief Brand Officer, Ayaz will be tasked with developing and executing holistic brand digital marketing campaigns, activating the brand internally and externally through partnerships and providing guidance and alignment for the company's social media strategy and presence.
He will also lead a global consumer research and analytics function focused on Disney's brands and franchises, informing actionable cross-platform initiatives.
"Throughout 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," the new CBO explained.
"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," he added.
Ayaz, an 18-year Disney veteran, has developed and led marketing campaigns for some of history's most successful film releases, including Star Wars: The Force Awakens, Black Panther, and Avatar: The Way of Water.
He has also spearheaded campaigns for Disney's live-action hits such as Aladdin and The Lion King, Frozen 2, Toy Story 4, and many others, including hit series on Disney+ like The Mandalorian, WandaVision, Obi-Wan Kenobi, and Loki.
Ayaz has led the campaigns for the most-watched films on Disney+ and Hulu and 13 of the top 15 box office debuts of all time, including the most significant worldwide debut for Avengers: Endgame, which earned over $1.2 billion in five days.
In addition to overseeing the Disney100 campaign as the company celebrates its 100th year, Ayaz recently led the development and creation of the Disney100 Special Look spot that debuted during this year's Super Bowl and the Studios' new 100-year logo refresh now appearing on all Disney-branded films.
Ayaz has received multiple industry honors, including Variety's Marketing Visionaries Award, The Clio Marketing Mastermind Award, Forbes' Most Influential CMOs, and Fast Company's Most Creative People in Business.
