Disney Reorganizes Marketing Under Asad Ayaz, Shannon Ryan

Disney Entertainment is restructuring its marketing division, with executives Asad Ayaz and Shannon Ryan each taking on new roles.

Ayaz, chief brand officer for The Walt Disney Co., is also adding the title of president of Disney Entertainment Marketing, reporting to Disney Entertainment co-chairs Alan Bergman and Dana Walden. He’ll oversee marketing efforts for Disney’s studios and TV and streaming outlets while also leading brand strategy under CEO Bob Iger, including the in-house agencies for Disney Experiences and Disney Entertainment.

Ryan, currently the head of TV marketing, will add direct-to-consumer to her purview as president, DTC and Disney Entertainment Television Marketing. The marketing teams for Disney+, led by Samantha Rosenberg, and Hulu, led by Barrie Gruner, will report to her as part of a unified team following the announcement that Hulu will be fully integrated into Disney+ next year.

Ryan will report to Ayaz while still remaining on Walden’s leadership team.

“These changes reflect our confidence in the exceptional talent across our marketing organization, and we’re excited for what’s ahead,” Bergman and Walden wrote in a memo to staff Wednesday (read it in full, below). “We are grateful for your continued creativity, passion, and partnership as we shape the future of Disney Entertainment together.”

Ayaz is a 20-year Disney veteran and has led marketing efforts for some of the company’s biggest film and TV releases of recent years, among them the live-action Lilo & Stitch, Moana 2, Marvel’s Avengers and Black Panther films, Andor and The Beatles: Get Back. Ryan joined Disney when it bought Fox’s entertainment assets, having previously served as chief marketing officer for Fox Television Group. She has spearheaded campaigns for Abbott Elementary, breakout hit High Potential, the Oscars and Jimmy Kimmel Live!, among many others.

Bergman and Walden’s memo is below.

Team,

Disney Entertainment is home to an iconic and acclaimed collection of storytelling brands, and our marketing teams play a vital role in bringing the magic of Disney storytelling to audiences around the world. As we continue to scale our business globally, we’d like to share an update about the future of our marketing structure, particularly focused on supporting the full integration of Hulu into Disney+ that Bob announced during earnings last week.
 
To create a more unified strategy across streaming, film, and television, we’re realigning our marketing organization to create one best-in-class Disney Entertainment Marketing team under the leadership of Asad Ayaz, who will now report to the both of us. Asad is a strategic leader with sharp creative instincts who has been instrumental in driving high-impact campaigns at both the company and the Studio. As Chief Brand Officer, TWDC, and President, Disney Entertainment Marketing, he will now oversee marketing for our studios, television, and streaming, while continuing to drive brand strategy for the company under Bob Iger, including leading our in-house creative agencies for Disney Experiences and Disney Entertainment. This dual role will further connect all the company’s consumer touchpoints and align our marketing approach.
 
Shannon Ryan will add DTC to her portfolio and oversee a newly integrated team across Disney+ and Hulu, while continuing to lead marketing for television content. Shannon is a dynamic marketing leader with a proven track record of crafting innovative campaigns that resonate with audiences and create breakout hits. As President, DTC and Disney Entertainment Television Marketing, she will now report to Asad, while remaining on Dana’s leadership team. Barrie Gruner and Samantha Rosenberg will both report to Shannon moving forward.
 
Operating as one cohesive DTC marketing team will enable us to speak to consumers with greater efficiency and impact, and this new structure will also create a deeper connection and collaboration across all of our marketing efforts. These changes reflect our confidence in the exceptional talent across our marketing organization, and we’re excited for what’s ahead. We are grateful for your continued creativity, passion, and partnership as we shape the future of Disney Entertainment together.
 
Alan & Dana