Following news that Disney is fully integrating Hulu into Disney+, the company is now streamlining its streaming marketing.
Today, in a memo to staff, Alan Bergman and Dana Walden, Disney Entertainment co-chairmen, announced several executive changes, with both Asad Ayaz, Disney’s chief brand officer, and Shannon Ryan, president of marketing for Disney Entertainment Television, taking on new responsibilities.
According to the memo, Ayaz, a 20-year Disney veteran and part of ADWEEK’s 2025 Marketing Vanguard, has been named president, Disney Entertainment Marketing, with oversight of marketing teams across Disney Entertainment. His duties will include overseeing marketing for studios, television, and streaming while continuing oversight of brand strategy globally under CEO Bob Iger, including leading the company’s in-house creative agencies across Disney Experiences and Disney Entertainment.
Ayaz’s full title will be chief brand officer, The Walt Disney Company, and president, Disney Entertainment Marketing. The exec will report to Bergman and Walden, who noted in the memo that Ayaz’s dual role will “further connect all the company’s consumer touchpoints” and align its marketing approach.
In addition, Ryan, a recent ADWEEK 50 recipient, will add direct-to-consumer to her remit, overseeing the integrated teams across Disney+ and Hulu while also leading TV marketing. Ryan’s new title is president, DTC and Disney Entertainment Television Marketing. The executive will report to Ayaz and remain on Walden’s leadership team.
Samantha Rosenberg, who has been leading Disney+ marketing, and Barrie Gruner, who has been leading Hulu marketing, will both report to Ryan.
“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,” Bergman and Walden said in the memo.
The company didn’t share any news of potential layoffs as a result of the restructuring. Disney recently had hundreds of layoffs across Disney Entertainment in June, which Deadline said included marketing for both film and television.
