The Walt Disney Firm is trying to replace its picture.

On Thursday, the corporate named Asad Ayaz as its first-ever chief model officer, a place that may require the Disney vet to create a singular imaginative and prescient of the corporate for advertising campaigns.

Ayaz’s appointment comes as Iger, newly returned to the Home of Mouse, has begun reorganizing the corporate’s construction to place content material manufacturing, streaming and advertising within the arms of creators. He’s additionally looking for to chop $5.5 billion in prices. The corporate additionally not too long ago rolled out its first wave of layoffs because it seeks to chop 7,000 jobs this 12 months.

Iger has mentioned he plans on paring again Disney’s normal leisure content material whereas sustaining a give attention to streaming.

On Wednesday, the corporate tapped Joe Earley to take over the function of president of direct-to-consumer for Disney Leisure. He replaces Michael Paull, and leaves his publish as president of Hulu.

The brand new appointment additionally comes per week after Disney laid off Marvel Leisure Chairman Ike Perlmutter. Perlmutter, nonetheless, Informed the Wall Avenue Journal that he was fired for pushing too aggressively to chop prices and for clashing with inventive executives.

Ayaz will proceed as president of promoting for Walt Disney Studios, the place he has overseen advertising and publicity for the studio’s movies and TV sequence, in addition to Disney+, since 2018.

“Asad is an distinctive inventive chief with a deep understanding of what Disney means to thousands and thousands of individuals all over the world,” CEO Bob Iger mentioned in a press release. “His taking up this function is especially noteworthy and consequential as we commemorate our historic one centesimal anniversary, and I’m assured that his strategic, operational, and inventive prowess, alongside along with his profound ardour for Disney, will make him an excellent steward of our tales, characters, manufacturers, and franchises.”

Ayaz has dealt with huge advertising initiatives for Disney earlier than. Over his 18 years with the corporate he developed and led advertising campaigns for “Star Wars: The Power Awakens,” “Black Panther” and “Avatar: The Manner of Water.” He’s answerable for the advertising of 13 of the highest 15 field workplace debuts of all time, together with the most important worldwide debut ever: “Avengers: Endgame,” which tallied $1.2 billion in its first 5 days in theaters.

He’ll oversee the Disney100 marketing campaign, which celebrates the one centesimal anniversary of the corporate.