Top of the Magic Mountain: Pakistani American Asad Ayaz Appointed Disney’s First Chief Marketing & Brand Officer

When The Walt Disney Company announced the creation of its first-ever enterprise-wide chief marketing and brand officer role on Wednesday, January 14, 2026, the choice to fill it was clear. Asad Ayaz, a Pakistani American executive who has spent more than two decades at Disney and led marketing campaigns for some of the highest-grossing films in cinematic history, was tapped to lead the newly unified marketing organization spanning the company’s films, streaming services, theme parks, and consumer products.

According to Disney’s official announcement, Ayaz will report directly to CEO Bob Iger while coordinating with segment chairs to develop what the company calls a more connected approach to reaching audiences across all Disney touchpoints. The appointment marks a pivotal reorganization for the entertainment conglomerate as it seeks to ensure brand consistency across its sprawling empire.

“Over more than two decades at the company – and as Disney’s first-ever Chief Brand Officer – Asad has helped bring the magic of Disney to life for millions through his exceptional leadership,” Iger stated in the company’s press release. “As our businesses have evolved, it’s clear that we need a company-wide role that ensures brand consistency and allows consumers today to seamlessly interact with our wonderful products and experiences. The Chief Marketing and Brand Officer role is critical for this moment, and Asad is the perfect fit.”

From Pakistan to Hollywood’s Heights

Ayaz was born in Pakistan in 1978, the son of a senior officer in the Pakistan Air Force. He spent part of his childhood in the Middle East when his father served as Pakistan’s ambassador to Syria and Lebanon, before immigrating with his family to the United States as a teenager, according to Dawn newspaper.

In a 2024 interview with the World Federation of Advertisers, Ayaz spoke about his early fascination with popular culture after moving to the United States, recalling that his teenage bedroom walls featured posters of Batman Returns, The Simpsons, and Thelma & Louise, according to Dawn.

According to multiple sources including Reuters and U.S. News, Ayaz graduated from Bennington College in Vermont with a Bachelor of Arts degree in Political Economy. He then earned a Master of Arts degree in Economics from the University of Southern California in 2003.

Before joining Disney, Ayaz worked as a Project Manager at CRA RogersCasey from 1997 to 2001, and then as Director of Product Management at Audit Integrity from 2003 to 2005, according to professional profiles.

Building a Marketing Powerhouse

Ayaz joined The Walt Disney Company in 2005 as Director of Brand Marketing. Over the next two decades, he steadily climbed through the ranks, serving in roles including Senior Vice President of Marketing and Executive Vice President and Head of Theatrical Marketing for Disney’s live-action, Pixar, Marvel, Disney Animation, and Lucasfilm divisions.

In 2018, he was named President of Marketing for The Walt Disney Studios, a position he has held for eight years. His impact has been nothing short of extraordinary. According to The Walt Disney Company’s official biography, Ayaz has shaped marketing strategies for nine of the top 15 box office debuts of all time and 18 films that have passed the $1 billion mark at the global box office since he began overseeing marketing for the studio.

Ayaz was born in Pakistan in 1978, the son of a senior officer in the Pakistan Air Force. He spent part of his childhood in the Middle East when his father served as Pakistan’s ambassador to Syria and Lebanon.

According to Disney’s announcement, key campaigns under Ayaz’s leadership include Marvel Studios’ “Black Panther,” “Deadpool & Wolverine,” and the “Avengers” films; Lucasfilm’s “Star Wars: The Force Awakens”; 20th Century Studios’ “Avatar: The Way of Water,” “Kingdom of the Planet of the Apes,” and “Alien: Romulus”; Disney Animation’s “Moana 2,” “Encanto,” and “Frozen II”; Pixar’s “Toy Story 4” and “Inside Out 2”; and Disney’s live-action hits “Lilo & Stitch” and “The Lion King.”

According to The Hollywood Reporter, Ayaz’s leadership helped power Disney to become the number-one market share holder in global box office in 2025, with the studio collecting a post-pandemic best $6.5 billion in global ticket sales—more than $2 billion ahead of its nearest competitor, Warner Bros.

Beyond theatrical releases, Ayaz also led marketing for Disney+, overseeing campaigns for top-performing series including “The Mandalorian,” Lucasfilm’s “Andor,” Marvel Studios’ “WandaVision,” “Agatha All Along,” and “Daredevil: Born Again,” as well as the launch of “Taylor Swift’s The Eras Tour” on Disney+, according to The Hollywood Reporter.

Becoming Disney’s Brand Steward

In April 2023, Iger named Ayaz Disney’s first-ever Chief Brand Officer, a role focused on stewarding the Disney brand globally across the company’s entire ecosystem. According to Disney’s announcement at the time, Ayaz became responsible for holistic brand marketing campaigns, activating the brand internally and externally, guiding the company’s digital and social strategy, overseeing corporate alliances and partnerships, and setting corporate synergy and franchise priorities.

In this role, Ayaz led major initiatives including the Disney100 global celebration marking the company’s centennial anniversary, the international expansion of D23: The Official Disney Fan Club, and the creative campaign for Disneyland Resort’s 70th anniversary, according to The Hollywood Reporter.

His appointment last year as President of Disney Entertainment Marketing further expanded his portfolio to include global marketing for the company’s film, television, and streaming studios, according to The Wrap.

A Rare Voice in Hollywood Leadership

According to Laughing Place, Ayaz is a rare South Asian immigrant among top Hollywood executives. His journey represents a significant milestone for Pakistani American representation in the entertainment industry’s highest ranks.

Dawn newspaper noted that Ayaz’s appointment adds him to a small but growing list of senior executives of Pakistani origin holding top leadership positions at major U.S. corporations.

Recent coverage in Washington Square Journal highlighted Ayaz’s efforts to rebuild Disney’s public image after political controversies, with his “Best Christmas Ever” campaign garnering significant attention. The campaign included a viral holiday video and a Times Square billboard featuring fan-created art, according to Laughing Place. His broader goal, according to the publication, centers on refocusing Disney’s brand on feel-good, unifying themes across parks, films, and media.

Leading Disney’s Marketing Future

In his newly created role as Chief Marketing and Brand Officer, Ayaz will oversee a unified marketing organization designed to connect shared capabilities and modern marketing tools across Disney’s businesses. According to Disney’s announcement, the new structure aims to create greater continuity and agility in how the company engages consumers worldwide.

Ayaz will lead marketing and brand strategy across Disney Entertainment, Disney Experiences, and ESPN, reporting to Iger and to segment chairs including Disney Entertainment Co-Chairs Alan Bergman and Dana Walden, Disney Experiences Chairman Josh D’Amaro, and ESPN Chairman Jimmy Pitaro.

In a joint statement reported by Business Wire, the segment leaders praised Ayaz as someone with exceptional creative leadership, strong strategic and operational skills, and deep experience across Disney’s brands. They expressed excitement about strengthening the connection between Disney and audiences around the world under his leadership.

The reorganization reflects Disney’s recognition that its businesses have evolved to require enterprise-wide brand consistency and seamless consumer experiences across all platforms. As streaming, theatrical releases, theme parks, consumer products, and sports content increasingly intersect, Ayaz’s role becomes central to ensuring Disney maintains its position as one of the world’s most valuable and beloved brands.

For Ayaz—who once decorated his teenage bedroom with American pop culture posters as a new immigrant—leading marketing and brand strategy for the company that defined much of that culture represents a full-circle moment. His appointment demonstrates how Disney, like America itself, continues to be shaped by those who arrive seeking opportunity and bring fresh perspectives to established institutions.

As Disney navigates an evolving media landscape, Ayaz’s two-decade track record of blockbuster campaigns and deep understanding of what the Disney brand means to millions worldwide positions him to guide the company through its next chapter of connecting with audiences across generations and cultures.

This story was aggregated by AI from several news reports and edited by American Kahani’s News Desk.