ORLANDO, Fla. — As it faces criticism from conservatives of its politics and content, the Walt Disney Company has appointed Asad Ayaz, a marketing and publicity veteran of Disney’s film and TV series division, as its first chief brand officer.
Disney’s creation of the role comes as it encounters increased scrutiny in its ongoing feud with Florida Gov. Ron DeSantis over the so-called “don’t say gay” law last year, which led to the state dissolving the Reedy Creek Improvement District, and as conservative groups declare Disney’s political stances and entertainment content too “woke.”
Ayaz currently serves as marketing president for The Walt Disney Studios, overseeing publicity for Disney’s films and streaming content on Disney+, and will continue in that role along with his new position.
Ayaz’s new duties will include developing and carrying out marketing campaigns across Disney’s entertainment and theme park brands, coordinating Disney’s digital and social media strategy and leading global consumer research and analytics. He will also supervise the “Disney100″ branding as the company celebrates its 100th anniversary this year.
He has worked at Disney for 18 years and led the campaigns for some of Disney’s most-watched films, according to the company. Forbes named Ayaz one of its 50 “Most Influential Chief Marketing Officers” last year.
“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,” Ayaz said in a statement.
Disney CEO Robert Iger, who appointed Ayaz to the role, said he is “an exceptional creative leader with a deep understanding of what Disney means to millions of people around the world.”
“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,” he said in a statement.
During its annual shareholder meeting this week, Iger said Disney’s “primary mission needs to be to entertain, and then through our entertainment to continue to have a positive impact on the world.”
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