Ever since Bob Iger returned as the CEO of The Walt Disney Company, we’ve seen quite a few personnel changes. 

Executives were laid off, projects were shelved and departments eliminated, and Iger has even announced a restructuring of the company as a whole. But in the middle of 7000 job cuts, Iger has revealed a promotion for a current employee into a brand-new position.

Deadline reports that Walt Disney Studios President of Marketing and 18-year studio vet, Asad Ayaz has been promoted to become the first-ever Chief Brand Officer of The Walt Disney Company. Iger announced the news, and Deadline shared that “Ayaz will be responsible for stewarding and elevating the Disney brand globally across the entire ecosystem of company touchpoints and consumer experiences.”

The goal of the Chief Brand Officer will be to develop marketing campaigns for the entire Walt Disney Company, highlighting the brand through partnerships, while also guiding the brand’s social media presence. One key initiative will be spearheading the Disney100 campaign for Disney’s 100th Anniversary. Asad Ayaz helped develop the Disney100 commercial that aired during the Super Bowl, as well as the new celebration logo.

And we’ll admit that some of the Disney100 promotional materials have taken us on a WILD ride, emotionally speaking. Tell us you didn’t watch this Super Bowl special look with tears in your eyes! (Well played, Ayaz. We see you!)

In the past, Ayaz has worked on marketing for the Marvel Cinematic Universe, Pixar, and Lucasfilm franchises. And even though this new role has been created, Ayaz will continue to work as the President of Marketing. In that field, he reports to Disney Entertainment Co-Chairman Alan Bergman.

“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.”

“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.”

We’ll keep you updated with any more changes at The Walt Disney Company, so stay tuned to DFB for the latest news you need to know!

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The post Disney Names New Executive — And It’s His Job to Make You Cry first appeared on the disney food blog.