Disney creates new executive role to oversee everything about its brand

Disney has created a new “chief brand officer” role to oversee Disney’s brand across “the entire ecosystem of company touchpoints and consumer experiences,” the company announced on Thursday. Asad Ayaz, the company’s president of marketing for The Walt Disney Studios, will be taking the post and report directly to recently returned CEO Bob Iger.

As part of his chief brand officer duties, Ayaz will make marketing campaigns “leveraging and synthesizing the company’s full suite of content and consumer experiences,” set “corporate synergy” and “franchise priorities” with Iger, and “lead a global consumer research and analytics function focused on Disney’s brands,” according to the press release.

The new role could help Disney wrangle how…

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