Following the announcement by Disney CEO Bob Iger last week about the pending full integration of Hulu into Disney+, the company has reorganized — and consolidated — its marketing operation with new roles for Asad Ayaz, who had overseen marketing for Disney+ and had been reporting to Disney Entertainment Co-Chairman Alan Bergman, and Shannon Ryan, who had been overseeing marketing for Hulu and had been reporting to Disney Entertainment Co-Chairman Dana Walden.
Ayaz, most recently Chief Brand Officer for The Walt Disney Co. and President of Marketing for The Walt Disney Studios and Disney+, will remain Chief Brand Officer — working on Disney brand strategy under Iger and leading the company’s in-house creative agencies — while taking on expanded responsibilities as President, Disney Entertainment Marketing.
It involves oversight of the marketing teams across Disney Entertainment, including studios, television and streaming, reporting to Bergman and Walden. His new title is Chief Brand Officer, TWDC, and President, Disney Entertainment Marketing.
As President of Marketing for Disney Entertainment Television, Ryan oversaw marketing for Disney’s entertainment TV operations as well as Hulu Originals. She will now expand her role to oversee the newly integrated marketing team across Disney+ and Hulu, while continuing to lead marketing for television content. Her new title is President, DTC and Disney Entertainment Television Marketing, and she will report to Ayaz.
Ryan, who has been part of Walden’s inner circle for over a decade, going back to Fox, will remain part of her leadership team. Samantha Rosenberg who has been leading Disney+ marketing and reported to Ayaz, and Barrie Gruner, who has been leading Hulu marketing and reported to Ryan, will now both report to Ryan.
The marketing divisions of FX and Searchlight, which had been functioning independently within the Disney portfolio, will remain separate in the new structure.
Here is the internal note Bergman and Walden sent to staff, outlining the new Disney Entertainment marketing structure:
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
