Disney’s Asad Ayaz to Oversee Entertainment Marketing, Shannon Ryan Duties Expand to Include Streaming With Hulu-Disney+ Merger
With Disney+ and Hulu set to merge in 2026 — and Hulu’s standalone app going away — Disney is reshuffling the marketing leadership of its entertainment division.
Asad Ayaz, appointed as the first chief brand officer for the Walt Disney Co. in 2023, is now also adding the role of president of Disney Entertainment Marketing, with oversight of marketing teams across the division. Ayaz now reports to Disney Entertainment co-chairmen Alan Bergman and Dana Walden, and he will continue as one of CEO Bob Iger’s direct reports. Ayaz will now oversee marketing for studios, TV and streaming while continuing to lead brand strategy for Disney overall under Iger, including managing the company’s in-house creative agencies.
In addition, Shannon Ryan, previously president of marketing for Disney Entertainment Television, will add direct-to-consumer services to her portfolio and oversee a newly integrated team across Disney+ and Hulu while continuing to lead marketing for television content. Her new title is president, DTC and Disney Entertainment Television marketing. Ryan previously reported to Walden; she will now report to Ayaz while remaining on Walden’s leadership team.
Samantha Rosenberg, who has led Disney+ marketing as executive VP, and Barrie Gruner, EVP of Hulu marketing, will both report to Ryan.
The consolidation of Disney’s DTC marketing teams under Ryan follows last week’s announcement that Disney will fully integrate Hulu into Disney+. The new “unified” Disney+ and Hulu streaming app will be available in 2026, with the standalone Hulu platform to be retired (although users will still be able to subscribe to each individual service, according to the company). In addition, the Hulu brand will going global, replacing the Star tile on Disney+ internationally starting this fall.
Putting Ayaz in charge of all Disney Entertainment marketing will “create a more unified strategy across streaming, film, and television,” Walden and Bergman wrote in a memo to staff (read it below). Regarding Ryan’s new role, the co-chairs said that having “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.”
A 20-year Disney veteran, Ayaz previously was president of marketing for Walt Disney Studios. Ryan joined Disney in 2019 with the company’s acquisition of the 21st Century Fox businesses. She had previously served as chief marketing officer of the Fox Television Group, and had worked at Fox Broadcasting for 13 years.
Read the memo from Walden and Bergman:
Subject: Disney Entertainment Marketing Update
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
Asad Ayaz, appointed as the first chief brand officer for the Walt Disney Co. in 2023, is now also adding the role of president of Disney Entertainment Marketing, with oversight of marketing teams across the division. Ayaz now reports to Disney Entertainment co-chairmen Alan Bergman and Dana Walden, and he will continue as one of CEO Bob Iger’s direct reports. Ayaz will now oversee marketing for studios, TV and streaming while continuing to lead brand strategy for Disney overall under Iger, including managing the company’s in-house creative agencies.
In addition, Shannon Ryan, previously president of marketing for Disney Entertainment Television, will add direct-to-consumer services to her portfolio and oversee a newly integrated team across Disney+ and Hulu while continuing to lead marketing for television content. Her new title is president, DTC and Disney Entertainment Television marketing. Ryan previously reported to Walden; she will now report to Ayaz while remaining on Walden’s leadership team.
Samantha Rosenberg, who has led Disney+ marketing as executive VP, and Barrie Gruner, EVP of Hulu marketing, will both report to Ryan.
The consolidation of Disney’s DTC marketing teams under Ryan follows last week’s announcement that Disney will fully integrate Hulu into Disney+. The new “unified” Disney+ and Hulu streaming app will be available in 2026, with the standalone Hulu platform to be retired (although users will still be able to subscribe to each individual service, according to the company). In addition, the Hulu brand will going global, replacing the Star tile on Disney+ internationally starting this fall.
Putting Ayaz in charge of all Disney Entertainment marketing will “create a more unified strategy across streaming, film, and television,” Walden and Bergman wrote in a memo to staff (read it below). Regarding Ryan’s new role, the co-chairs said that having “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.”
A 20-year Disney veteran, Ayaz previously was president of marketing for Walt Disney Studios. Ryan joined Disney in 2019 with the company’s acquisition of the 21st Century Fox businesses. She had previously served as chief marketing officer of the Fox Television Group, and had worked at Fox Broadcasting for 13 years.
Read the memo from Walden and Bergman:
Subject: Disney Entertainment Marketing Update
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