Marketing wizard Asad Ayaz has been named Disney’s first-ever chief brand officer, effective immediately. CEO Bob Iger unveiled the designation Thursday. Ayaz will report directly to Iger on matters related to the brand.
Ayaz is a huge promotion. In the newly created role, he will be responsible for managing and elevating the Disney brand globally across the company’s entire ecosystem and consumer experiences. He will also continue to be president of marketing for Walt Disney Studios, overseeing all marketing and public relations for the studio’s films and series as well as Disney+ globally, reporting to Disney Entertainment co-president Alan Bergman.
“Asad is a super creative leader with a deep understanding of what Disney means to hundreds of people around the world,” Iger said in a statement. “The role of this undertaking is particularly significant and consequential as we look back on our 100th anniversary, and I am confident that his strategic, operational and creative development, together with his deep passion for Disney, will make him an outstanding steward of our stories.” , characters, brands and franchises.”
Chief communications officer, Ayaz will develop and execute brand marketing campaigns leveraging and capturing the company’s full range of content and consumer experiences, will promote the brand internally and externally across companies and provide governance and oversight of digital and social media strategies and presence. . He will prioritize corporate synergy and franchise consulting with the CEO, and he and his team will use consumer research and analytics to promote brands and franchises across multiple platforms.
“Throughout my early life and my age with the company, I’ve been amazed at the power of Disney’s storytelling, experiences, and the name itself to inspire people and resonate across generations,” added Ayaz. “I’m extremely grateful Bob for committing me to this opportunity, and I’m excited to work with the amazing teams around our company to highlight all that Disney does and ensure that we continue to create those meaningful connections with audiences for centuries to come.”
Among other cross-brand initiatives, Ayaz will oversee the Disney100 campaign as the company celebrates its centennial. He recently led the development and creation of the Disney100 Special Look spot that ran during this year’s Super Bowl, as well as the redesign of the new 100-year-old Studio logo now appearing in all Disney-branded movies.
Ayaz has served as president of marketing at Walt Disney Studios since 2018, overseeing all film and series campaigns from Disney, Walt Disney Animation Studios, Pixar Animation Studios, Marvel Studios, Lucasfilm and 20th Century Studios, including planning, marketing, media, digital, digital research, special events, promotions, international marketing, publicity and synergy. He was also recently named to lead the global + Disney business.
An 18-year Disney veteran, Ayaz has developed and marketed campaigns for some of the most successful movie releases in history, including Star Wars: The God Awakens, Black Panther and Avatar: The Way of Water. Additional feature film campaigns include Disney’s live action hits Aladdin and Leo the King, Frozen 2, rabbit, ed and Free Guy. Includes Disney+ series Mandalorian, WandaVision, Obi-Wan Kenobi and Lokiamong many others. Put another way, Ayaz led the most-watched film campaigns on Disney+ and Hulu, and 13 of the top 15 box offices of all time, including six opening weeks over $200 million, and the biggest debuts of all time. for* Avengers: Endgamewhich earned more than $1.2 billion in its first five days.