The Walt Disney Company has announced a major reorganisation of its marketing operations with the creation of a new enterprise-wide marketing and brand organisation, aimed at bringing greater cohesion to how the company engages with audiences around the world.

According to a Reuters report, Disney has named longtime executive Asad Ayaz as its Chief Marketing and Brand Officer. In this newly expanded role, Ayaz will oversee the company-wide marketing group, aligning teams across Disney’s businesses to deliver a more unified, consistent and agile brand voice across platforms and markets.

The move is designed to better integrate Disney’s extensive marketing capabilities across its portfolio, strengthening collaboration between divisions and sharpening the impact of campaigns that support both individual businesses and broader corporate goals. As Disney’s consumer touchpoints continue to expand across entertainment, experiences and sports, the company believes a centralised structure will help ensure brand consistency and seamless storytelling.

Disney CEO Bob Iger said Ayaz was a natural choice to lead the new organisation, citing his deep understanding of the company and its brands. Iger noted that as Disney has grown in scale and complexity, the need for a single leader to oversee brand and marketing strategy across the enterprise has become increasingly important.

Senior leaders from Disney Entertainment, Disney Experiences and ESPN echoed this view in a joint statement, describing Ayaz as a creative and strategic leader with strong operational insight and a proven ability to connect brands with audiences in meaningful ways.

Ayaz steps into the role after an eight-year stint as President of Marketing at The Walt Disney Studios, where he also led marketing for Disney+. Since 2023, he has additionally served as Chief Brand Officer, overseeing global brand strategy, major partnerships and large-scale events, while helping steward Disney’s marquee franchises worldwide.

The newly formed marketing organisation will build on this foundation by connecting shared capabilities and modern marketing tools across the company. Disney said the aim is to drive greater speed, continuity and innovation in how it engages consumers across geographies, platforms and experiences.

In his new role, Ayaz will report directly to Bob Iger and work closely with Disney’s segment chairs, leading marketing efforts across the company’s diverse businesses as Disney sharpens its focus on telling one cohesive story across its global brand.