Bob Iger, CEO of The Walt Disney Company, announced on Thursday that Asad Ayaz has been named the company’s first-ever Chief Brand Officer.

In this newly created role reporting to Iger, Ayaz will be responsible for stewarding and elevating the Disney brand globally across the entire ecosystem of company touchpoints and consumer experiences. Ayaz will also continue as President of Marketing for The Walt Disney Studios, overseeing all aspects of marketing and publicity for the Studios’ films and series as well as for Disney+ globally, reporting to Disney Entertainment Co-Chairman Alan Bergman.

As Chief Brand Officer, Ayaz will develop and execute holistic brand marketing campaigns leveraging and synthesizing the company’s full suite of content and consumer experiences, activate the brand internally and externally through partnerships, and provide guidance and alignment for the company’s digital and social media strategy and presence. He will set corporate synergy and franchise priorities in consultation with the CEO and lead a global consumer research and analytics function focused on Disney’s brands and franchises that will inform actionable cross-platform initiatives.

The Walt Disney Company

Ayaz has worked for Disney for 18 years leading the marketing campaigns for some of the most successful film releases in Disney history, such as Lucasfilm’s Star Wars: The Force Awakens, Marvel Studios’ Black Panther, and 20th Century Studios’ Avatar: The Way of Water. Additional campaigns Ayaz has spearheaded include Disney’s live-action hits Aladdin and The Lion King, Walt Disney Animation Studios’ Frozen 2 and Encanto, Pixar’s Toy Story 4 and Turning Red, and 20th Century Studios’ Free Guy and Prey, along with Disney+ hit series including The Mandalorian, WandaVision, Obi-Wan Kenobi, and Loki, among many others.

Ayaz will also oversee the Disney100 campaign as the company celebrates its 100th year.

Asad is an exceptional creative leader with a deep understanding of what Disney means to millions of people around the world. 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.

Bob Iger

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