Walt Disney announces its first-ever Chief Brand Officer

ORLANDO, Fla. — The Walt Disney Company has named its first-ever Chief Brand Officer, who will be responsible for “stewarding and elevating the Disney brand globally across the entire ecosystem of company touchpoints and consumer experiences.”

Robert A. Iger, Chief Executive Officer, announced that Disney’s president of marketing, Asad Ayaz, will step into the new role of Chief Brand Officer. Ayaz will also continue his role as president of marketing for The Walt Disney Studios.


“Asad is an exceptional creative leader with a deep understanding of what Disney means to millions of people around the world,” Iger said. “His taking on this role is particularly noteworthy and consequential as we commemorate our historic 100th anniversary, and I am confident that his strategic, operational, and creative prowess, along with his profound passion for Disney, will make him an outstanding steward of our stories, characters, brands, and franchises.”

Ayaz, as the new Chief Brand Officer, will oversee the development and implementation of brand marketing campaigns that use the company’s content and consumer experiences. He will also partner with others both inside and outside the company, provide guidance for digital and social media strategies, and lead global consumer research and analytics efforts.

“Throughout both 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,” said Ayaz. “I am immensely grateful to Bob for entrusting me with this opportunity, and 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.”

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Among other cross-company brand initiatives, Ayaz will oversee the Disney100 campaign as the company celebrates its 100th year. He recently led the development and creation of the Disney100 Special Look spot that debuted in this year’s Super Bowl, as well as the Studios’ new 100-year logo refresh now appearing on all Disney-branded films.

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An 18-year Disney veteran, Ayaz has developed and led marketing campaigns for some of the most successful film releases in history, including Lucasfilm’s “Star Wars: The Force Awakens,” Marvel Studios’ “Black Panther” and the global phenomenon “Avatar: The Way of Water.”

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