In a strategic move to mend its public image, The Walt Disney Company has placed its faith in Asad Ayaz, its first-ever Chief Brand Officer. Appointed in 2023, Ayaz is spearheading a mission to depoliticize the iconic entertainment giant and rekindle universal affection for its brand, particularly after a year where Disney found itself entangled in America's culture wars.
The Mandate to Reunite a Divided Fanbase
Disney's reputation faced significant headwinds in 2025. The company was pulled into contentious debates over its live-action "Snow White" remake and managed to upset both conservative and liberal audiences when it temporarily sidelined talk-show host Jimmy Kimmel. In response, Asad Ayaz is leading a concerted effort to shift focus back to shared joy and nostalgia.
His flagship initiative is the "Best Christmas Ever" campaign, featuring an online video that has amassed over 34 million views and an animated billboard in New York's Times Square showcasing fan art. The goal is clear: to associate Disney's theme parks, movies, and overall identity with feel-good Americana that can bridge political divides.
This represents a notable shift in strategy for Disney's long-time CEO, Bob Iger. For most of his nearly two-decade tenure, Iger believed managing the global brand's image was his own responsibility. His decision to create the Chief Brand Officer role for Ayaz in 2023 was, according to insiders, an admission that the company had grown too complex and its battles—including a very public feud with Florida Governor Ron DeSantis—required dedicated, expert handling.
The Rise of a Data-Driven Disney Insider
Asad Ayaz, 47, is a unique figure in Hollywood's upper echelons as a South Asian immigrant. He joined Disney in 2005 in the home-entertainment division, focusing on the then-lucrative DVD business. Colleagues recall his early adoption of data analytics to target specific demographic groups, a skill that helped him survive corporate restructuring.
His deep passion for Disney lore is legendary within the company. His office is decorated with more than 150 Funko Pop figurines, and he is known to wear Marvel T-shirts to the gym. "He truly loves this stuff," said Ricky Strauss, former head of movie marketing at Disney.
Ayaz's influence grew through cultivating strong relationships with creative powerhouses. He earned the trust of Marvel's Kevin Feige and director J.J. Abrams by being deeply collaborative, often working frame-by-frame on trailers. He also became known as an "Ike whisperer" for his ability to manage relations with Marvel's famously tough former chairman, Ike Perlmutter.
From Streaming to Corporate Branding: An Expanding Portfolio
Ayaz's role has expanded dramatically. After helping launch the Disney+ streaming service in 2019, he now consolidates three major marketing functions: corporate branding, film marketing (including hits like "Zootopia 2"), and, as of 2025, television series marketing.
Despite the breadth of his responsibilities, he remains deeply involved in details. He has persuaded stars like Harrison Ford for additional publicity, managed "princess week" events, and is integrating the marketing teams for Disney+ and Hulu. His approach is forward-looking; while he invests in struggling projects to minimize their failure, he is also known for quickly pivoting to the next big campaign.
Looking ahead, Ayaz is central to Disney's long-term celebratory plans. He oversees the massive D23 fan convention, is coordinating events for America's 250th anniversary, and is already preparing for 2028—a year that will see a potentially divisive U.S. presidential election but also the 100th birthday of Mickey Mouse.
Although not seen as the immediate successor to Bob Iger, who has called him "an exceptional leader," Ayaz is widely regarded within the industry as a potential "next next" CEO for Disney. His current mission, however, is singular: to make the world fall in love with Disney all over again, one holiday campaign at a time.
