Disney Reorgs Marketing Leadership Ahead of Disney+ and Hulu Merge

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.

The restructuring comes following Iger’s announcement at a recent earnings call that Hulu will be folding into Disney+ to create a single streaming experience in 2026. Disney first started integrating Hulu content into Disney+ in 2023, with a more robust version debuting in 2024.

Iger noted the single app would also provide more advertiser opportunities, as the organization has the “chance to package” its properties “far more effectively.”

In addition to the Hulu news, Disney is in the process of debuting its new ESPN streaming service later this month, which will also be available in a bundle with Fox’s upcoming Fox One streamer.

See the full memo from Alan Bergman and Dana Walden 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