Disney Taps Joss Hastings to Lead Marketing

The Walt Disney Company has appointed Joss Hastings as Senior Vice President of Marketing for Disney Consumer Products, a key move as the company undergoes a major restructuring effort. Hastings will report jointly to Disney’s Chief Marketing and Brand Officer Asad Ayaz and Lisa Baldzicki, President of Disney Consumer Products.

Hastings will lead marketing for the DCP business globally, working to grow the business, strengthen Disney brands, and connect with consumers. She has previously worked across consumer products, digital, music, parks, and gaming, and has led successful campaigns such as Disney’s global Formula 1 partnership and a collaboration with Vogue.

In addition to Hastings' appointment, Disney has also named Melissa Stone as Senior Vice President of Publicity for The Walt Disney Studios. Stone will lead the publicity team and oversee global PR strategy and execution across Disney’s theatrical and streaming portfolios, reporting to Martha Morrison, President of Studios Marketing.

The appointments come as Disney is focusing on emerging technologies such as AI, with CEO Josh D’Amaro introducing AI across all levels of the company. Disney Consumer Products will also shift from Disney Experiences to Disney Entertainment – Studios in the fall, a move expected to have strategic and operational benefits by bringing the monetization of Disney's IP through consumer products closer to the studios that create that IP.

## Why it matters The appointments are part of a larger effort by Disney to restructure and focus on emerging technologies. The company has undergone two massive rounds of layoffs, with significant impacts at ESPN, National Geographic, Pixar, and Walt Disney Studios. As Disney looks to integrate its intellectual property with its product lines, Hastings and Stone will play key roles in driving the company's marketing and publicity efforts.

The shift of Disney Consumer Products to Disney Entertainment – Studios is also expected to have a significant impact on the company's business. By bringing the monetization of Disney's IP closer to the studios that create it, the company hopes to drive growth and increase efficiency. With Hastings and Stone at the helm, Disney is well-positioned to navigate this transition and continue to drive engagement with its fans around the world.

## What happens next As Disney continues to focus on emerging technologies and integrate its IP with product lines, the company is expected to have a flurry of new products on display at its D23 conference. Hastings and Stone will play key roles in driving the company's marketing and publicity efforts, working to connect with consumers and drive business growth. With their combined experience and expertise, Disney is well-positioned for success in the years to come.