Disney Names Joss Hastings Consumer Products Marketing Chief as Division Shifts Under Studios

Disney has appointed Joss Hastings as Senior Vice President of Marketing for Disney Consumer Products, placing the division’s marketing leadership under the company’s broader studio structure as Disney Consumer Products shifts from Disney Experiences into Disney Entertainment – Studios, according to Deadline. The move is part of an internal reorganization designed to align consumer-focused merchandising and brand marketing more closely with Disney’s studio operations, rather than with the experiences segment.

Hastings reports jointly to Asad Ayaz, Disney’s Chief Marketing Officer, and to Lisa Baldzicki, President of Disney Consumer Products, the report said. The dual reporting relationship is intended to connect consumer products marketing strategy directly to corporate marketing oversight while keeping day-to-day alignment with the division’s leadership.

Deadline described Hastings as a Disney veteran who has spent roughly two decades with the company. The appointment positions Hastings to oversee marketing efforts for Disney Consumer Products, a role that covers how Disney-branded goods and related marketing activities are presented to retailers and consumers across a range of categories tied to Disney’s characters and franchises.

The leadership change follows Disney’s announcement that Consumer Products will transfer from the Disney Experiences organization to Disney Entertainment – Studios, Deadline said. By moving the unit under the studios umbrella, Disney is bringing the consumer goods function into the same corporate leadership ecosystem as film, television, and other studio-driven content lines, potentially changing how marketing plans are coordinated across production and product merchandising.

The new structure also changes the organizational context in which Hastings will operate. Rather than working from a division focused on theme park and other experiences, Hastings’ marketing responsibilities will sit within a studios-centered organization, with Disney Entertainment leadership forming the broader operational backdrop for consumer products marketing.

As of the report publication date, Deadline did not describe an exact start date for Hastings’ new title, nor did it provide details on whether other consumer products leadership roles were adjusted as part of the same restructuring. Disney’s internal reorganization, however, indicates that marketing and brand strategy may be re-scoped to fit the studio-aligned reporting lines.

The appointment comes as Disney continues to refine how its consumer-facing businesses are managed across corporate segments, with marketing leadership positioned to coordinate brand messaging, product promotion, and studio-driven franchise priorities. The immediate practical effect for stakeholders such as licensing partners, retail marketing teams, and distributors will depend on how Disney transitions planning responsibilities during and after the move of Consumer Products under Disney Entertainment – Studios.

Hastings’ appointment is the latest staffing change tied to Disney’s ongoing organizational restructuring. For employees and business partners, the key next step is how the division implements the operational shift, including how marketing decision-making is coordinated between the Chief Marketing Officer’s office, the consumer products president’s team, and the newly aligned studios organization.