Disney’s public image has endured sharp criticism in recent years, entangled in cultural debates over its “Snow White” remake and decisions surrounding host Jimmy Kimmel that alienated audiences across the political spectrum. Asad Ayaz, the company’s inaugural chief brand officer, is leading efforts to redirect attention toward festive unity with the “Best Christmas Ever” campaign. This initiative features an online video amassing over 34 million views and an animated Times Square billboard showcasing fan-created characters, as detailed in a recent Wall Street Journal profile.

For nearly two decades under CEO Bob Iger, Disney operated without a dedicated chief brand officer, with Iger personally overseeing the iconic brand’s reputation, according to former colleagues. Ayaz’s 2023 appointment marked a significant shift, reflecting Iger’s recognition that the sprawling entertainment giant required specialized stewardship amid political clashes, including disputes with Florida Gov. Ron DeSantis. “Asad is so good that he overcame a really substantial reluctance on the part of Bob,” said Kevin Mayer, ex-head of Disney’s streaming services, in the Journal piece.

Ayaz, 47, ascended from Disney’s DVD division in 2005 to one of its most influential executives over 16 years, positioning him as a potential future leader despite not being in the immediate CEO succession race. Active on X and Instagram with posts from premieres and travels, he maintains a low public profile. Iger praised him as “an exceptional leader” who “ensures we are managing our brand effectively around the world.”

Ayaz’s Unlikely Hollywood Rise

Born in 1978 in Pakistan to an air force officer who later served as ambassador to Syria and Lebanon, Ayaz immigrated to the San Francisco Bay Area as a teen. Posters of “Batman Returns,” “The Simpsons,” and “Thelma & Louise” adorned his walls, he shared in a 2024 WFA interview. After Bennington College and a master’s in economics from USC, he entered Disney’s home-entertainment unit during the DVD boom, excelling in data-driven strategies targeting demographics like Latinos and Asian-Americans.

Surviving 2010 layoffs through analytical prowess, Ayaz transitioned to theatrical marketing under Rich Ross, handling campaigns for “Pirates of the Caribbean” and “Avengers.” He earned the moniker “Ike whisperer” for navigating Marvel’s Ike Perlmutter’s demands, from premiere popcorn quantities to budgets. On “Star Wars: The Force Awakens,” he collaborated frame-by-frame with J.J. Abrams on trailers and posters, fostering trust through openness, Abrams recalled to the Journal.

In 2017, facing a Fox offer, Iger and Alan Bergman persuaded Ayaz to stay, elevating him to president of theatrical marketing in 2018. By 2019, Mayer tapped him for Disney+ launch, valuing his direct style. Appointed chief brand officer in April 2023, as reported by Deadline, Ayaz now unifies branding, film, TV, and streaming marketing.

Mastering Creative Alliances

Ayaz’s office boasts over 150 Disney Funko Pop figures, and he dons Marvel tees at the gym, reflecting genuine passion teased by peers. Ricky Strauss, former Disney movie marketing head, noted, “He truly loves this stuff.” Directors Anthony and Joe Russo praised his “Avengers: Doomsday” trailer work: “He’s just quietly observing and then later he presents material and it demonstrates he was really paying attention,” Anthony Russo told the Journal after Ayaz’s set visit.

His role expanded in August 2025 to consolidate Disney Entertainment’s film, TV, and streaming marketing, with Shannon Ryan adding DTC oversight, per Deadline. Ayaz coaxed Harrison Ford for more “Captain America: Brave New World” promotion, orchestrated “princess week” across parks and digital, and merged Disney+ and Hulu teams. Amid Marvel and Pixar setbacks like “Elio,” he invests in underperforming projects without dwelling on failures.

Recent X posts from WSJ highlight Ayaz as Iger’s choice to steer Disney away from politics, echoing the Journal’s narrative. Disney’s official leadership page outlines his global brand oversight, including campaigns, digital strategy, and research for personalized experiences, updated as of 2023.

Navigating Box Office Storms

Post-late-2010s dominance, Disney faced flops, yet Ayaz coordinates D23 fan events, America’s 250th anniversary activations in 2026, and Mickey Mouse’s 100th in 2028. His “Best Christmas Ever” push aligns with Iger’s vision for apolitical, feel-good content. Marketing Dive noted in 2023 his centennial role as “noteworthy and consequential” under Iger, linking to that coverage.

Ayaz’s data roots persist in modern strategies, blending analytics with creative input from talents like Kevin Feige. As Disney eyes CEO transitions—per Mickey Visit reporting on finalists—Ayaz’s influence grows. His personal life, including husband Harma Hartouni’s memoir recounting a 47-day pitch to cohabitate, underscores his methodical approach.

Recent deals like Disney’s OpenAI partnership for Sora AI video tools, dissected by Hollywood Reporter, signal innovation Ayaz may market. Universal’s Saudi park plans, via WSJ, intensify regional rivalry, where Ayaz’s global purview proves vital.

Rebuilding Fan Devotion

Ayaz’s tenure coincides with hits like “Zootopia 2,” sustaining momentum. GEMA reported his dual role in studios and Disney+ marketing upon appointment, per their brief. Variety’s 2023 coverage emphasized his ecosystem-wide responsibilities, accessible here.

Insiders view Ayaz as pivotal for Disney’s brand renaissance, depoliticizing through nostalgia and joy. As 2025 closes with shareholder meetings and AI ventures, his quiet command positions Disney for enduring appeal amid succession uncertainties.