Longtime Disney veteran Asad Ayaz will become the company’s first chief brand officer, Disney CEO Bob Iger announced today.

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As Iger continues making changes at the House of Mouse, Ayaz will now be responsible for “stewarding and elevating” the Disney brand globally, the company said. He’ll also stay in his role as president of marketing for The Walt Disney Studios, overseeing marketing and publicity for its films and series, as well as Disney+.

Between the lines

Ayaz, an 18-year Disney veteran, will now oversee the Disney100 campaign coming into the company’s 100th year, and develop and execute brand marketing campaigns for Disney’s entire suite of content and consumer experiences.

“Asad is an exceptional creative leader with a deep understanding of what Disney means to millions of people around the world,” Iger said in a statement. “His taking on this role is particularly noteworthy and consequential as we commemorate our historic 100th anniversary, and I am confident that his strategic, operational and creative prowess, along with his profound passion for Disney, will make him an outstanding steward of our stories, characters, brands and franchises.”

The marketer has overseen campaigns for Disney hits like Star Wars: The Force Awakens, Black Panther and Avatar: The Way of Water, among many others.

“Throughout both my early life and my time at the company, I’ve marveled at the power of Disney’s storytelling, experiences and simply the name itself to inspire people and resonate through generations,” Ayaz said in a statement. “I am immensely grateful to Bob for entrusting me with this opportunity, and I’m excited to work with the amazing teams around our company to highlight all the things that make Disney exceptional and ensure that we continue to create those meaningful connections with audiences for many more generations to come.”

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The news comes the day after Disney named Joe Earley its new president of direct-to-consumer for Disney Entertainment, replacing Michael Paull. Disney is also currently going through a major restructuring. In February, Iger announced a 10-figure streaming loss and a workforce reduction that would result in 7,000 layoffs.