In their latest roundup of the 25 most innovative Chief Marketing Officers of 2026, Business Insider named Asad Ayaz as one of them.

Asad Ayaz

Ayaz was named as Disney’s first-ever CMO in January 2026. Before this appointment, he was the head of marketing for The Walt Disney Studios. Some of the reasons that Business Insider named Ayaz as one of the top CMOs of this year were his storytelling skills and exploration of expansive marketing schemes for recent Disney theatrical releases.

Business Insider’s additional insight into naming him to the list said: 

Ayaz’s approach paired large-scale storytelling with fan-driven activations designed to turn movie releases into cultural moments. The Lilo & Stitch campaign made Stitch a viral sensation by having the mischievous character crash real-life and virtual environments. Meanwhile, Zootopia 2 expanded the film’s reach into everyday culture through brand partnerships and fan activations, especially in China, where it broke Hollywood box-office records.

For Avatar: Fire and Ash, immersive experiences — including a 27-foot installation of the Nightwraith predator creature at the film’s premieres and major sports broadcasts — brought Pandora to life for audiences worldwide.

Ayaz also led the global campaign for Disneyland Resort’s 70th anniversary, using immersive experiences and cross-platform storytelling to celebrate Disney’s legacy across generations.

In January, Ayaz was named Disney’s first chief marketing and brand officer to unify its messaging across Disney Entertainment, Disney Experiences, and ESPN, the first time the company’s marketing across film, streaming, parks, sports, consumer products, and global brand initiatives had been led by a single person. It was another first for Ayaz, who had become the company’s first chief brand officer in 2023, and signaled continuity as the company transitioned in March to a new CEO, Josh D’Amaro.

Shortly after that promotion, Ayaz presided over a marketing restructuring and layoffs, part of companywide cuts, that he said would let the company better serve customers.

Ayaz is also guiding Disney’s upcoming participation in the America 250 campaign and the ongoing expansion of the D23 fan community.

Some of the others named in the list were Andrea Brimmer of Ally Financial, Jon Gieselman of Comcast/Xfinity, Josh Line at Yahoo, and Joon Silverstein of Coach.

What do you think of Ayaz’s tenure so far? Let us know on social media! 

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