WASHINGTON: The Walt Disney Company has announced the creation of a new enterprise-wide marketing and brand organisation and named Pakistan-born executive Asad Ayaz as its first chief marketing and brand officer, a role that will place him among the most senior leaders at the global entertainment giant.

Ayaz, who was born in Pakistan in 1978, is the son of a senior officer of 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.

Disney said the new organisation is aimed at aligning marketing teams across its businesses more closely and strengthening how the company connects with consumers worldwide.

In his new role, Ayaz will lead marketing and brand strategy across Disney’s studios, streaming platforms, theme parks and consumer products.

Announcing the appointment, Disney Chief Executive Officer Bob Iger said the new role was critical at a time when the company’s businesses and consumer touchpoints had expanded rapidly.

“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 said.

“As our businesses have evolved, it’s clear that we need a company-wide role that ensures brand consistency and allows consumers to seamlessly interact with our products and experiences.”

Ayaz joined Disney more than 20 years ago and most recently served as president of marketing for The Walt Disney Studios, while also leading global marketing for Disney+. He was appointed chief brand officer in 2023, overseeing company-wide brand strategy, partnerships and major events.

In interviews, Ayaz has spoken about his early fascination with popular culture after moving to the United States. He told the advertising-industry group World Federation of Advertisers in 2024 that his teenage bedroom walls featured posters of Batman Returns, The Simpsons and Thelma & Louise.

After graduating from Bennington College in Vermont, Ayaz worked in consulting before moving to Los Angeles to pursue a master’s degree in economics at the University of Southern California, where he gained his first exposure to the entertainment industry.

Disney’s senior leadership, including Disney Entertainment Co-Chairs Alan Bergman and Dana Walden, Disney Experiences Chairman Josh D’Amaro and ESPN Chairman Jimmy Pitaro, described Ayaz as “an exceptional creative leader with strong strategic and operational prowess”.

As the chief marketing and brand officer, Ayaz will report directly to Iger, while also working with the heads of Disney’s business segments.

The company said the unified marketing structure would improve agility, strengthen brand consistency and enhance how Disney engages audiences globally.

Ayaz’s appointment adds him to a small but growing list of senior executives of Pakistani origin holding top leadership positions at major US corporations.