Disney has forged a formidable assembly of marketing executives following the recent promotion of Asad Ayaz to the position of Chief Marketing and Brand Officer earlier this month.
In a detailed memorandum addressed to Disney employees, Ayaz delineated the organizational framework of the marketing group that he now commands across all divisions of the company.
This announcement also marks the inception of an Enterprise Marketing team, aimed at bolstering collaborative efforts among divisional groups while striving to uphold a global perspective in all Disney marketing endeavors.
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In its entirety, Ayaz’s team stands as the most expansive collective of marketing talent witnessed in Hollywood, encompassing diverse segments from theme parks and experiences to film, television, and the research and technology divisions that will drive audience development, subscriber acquisition, and the vital data analytics tools that marketers will utilize to underpin future growth.
In his communication, Ayaz articulated, We will operate as one cohesive storytelling brand across our flywheel, which includes film, television, streaming, parks, experiences, and sports, syncing seamlessly with how consumers engage with our company today.
Our aim is to connect with them in more relevant ways—when and where they desire, ensuring an intuitive and seamless interaction with our characters, narratives, products, and experiences.
The memo reiterates key elements previously announced on January 14, when Ayaz was appointed as the company’s inaugural Chief Marketing and Brand Officer.
He elaborated on his vision for teams tasked with guiding their respective segments while significantly enhancing emphasis on collaboration, data-sharing, and strategic long-term planning across franchises that span multiple media.
At this time, it remains uncertain whether the newly established structure may lead to any layoffs or substantial staff reorganizations within the teams listed in the memorandum.
Ayaz also reiterated, We will maintain our industry-leading status in collaborating with brands, influencers, and creative partners to amplify their presence within Disney and optimize the value of every relationship, leveraging our scale and brand strength to surpass our competition.
We will further amplify successful strategies while dynamically responding to market fluctuations, utilizing data as a differentiator to make astute decisions, and harnessing technology to eradicate friction, simplify processes, and enhance our team’s experience.
The memo accentuates the company’s top five marketing executives, who will operate under a dual reporting structure to both Ayaz and their respective division heads.
- Ron Faris (Disney Consumer Products)
- Scott Hudgins (Disney Experiences)
- Martha Morrison (Disney Entertainment Studios)
- Shannon Ryan (Disney Entertainment Television, Disney+ & Hulu)
Collaborating closely with this group will be the newly instituted enterprise team. “These leaders and their teams will work alongside segment and international marketing functions to cultivate scale, modernized processes, resource flexibility, and innovative strategies that drive impact,” Ayaz noted. “The teams will comprise subject matter specialists and dedicated segment resources as necessary.”
According to Ayaz’s memorandum:
- Brand & Franchise – Joanna Balikian will spearhead the strategy and execution of enterprise brand campaigns and synergy initiatives, overseeing brand priorities and governance while promoting fan engagement strategies that deepen affinity across demographics.
- Corporate Alliances – Becca Vodnoy will continue in her pivotal role, crafting Disney’s global partnership and promotional strategy, cultivating high-value relationships with partners and creators to boost the reach and impact of Disney’s brands.
- Creative Execution – Carrie Brzezinski-Hsu will guide Disney’s innovative creative production ecosystem, harmonizing cross-segment creative agencies.
She will collaborate with segment creative teams to ensure that every asset exemplifies the company’s creative excellence and brand standards while orchestrating rapid, high-quality delivery of impactful campaigns. Furthermore, she will maintain oversight of ESPN’s Creative Studio, with dual accountability to Tina Thornton. - Media – Kimberly Flaster will assume a new role directing a coherent media investment strategy, utilizing cross-channel buying, advanced optimization, and data-driven decision-making to maximize impact and ROI.
This function will encompass media strategy and planning, with dual reporting to the corresponding Segment Marketing leaders and overseeing trade desk operations. - Research & Insights – Andrew Ferguson will lead enterprise-wide consumer and brand intelligence initiatives, alongside research focused on marketing, brand, and franchise performance.
His team will manage campaign research—from audience resonance assessments to comprehensive campaign measurement—providing insights that mold strategies, fortify storytelling, and inform decision-making across the enterprise. Research specific to operational and business strategies will continue to report to their respective segments.
Additionally, there exists an open position for a leader responsible for marketing operations and technology.
This role will encompass the construction and oversight of the systems, processes, and tools that empower contemporary, data-driven marketing—leading KPI and reporting standardization, advanced analytics enablement, and comprehensive campaign operations.
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