The Walt Disney Company has appointed Joss Hastings as Senior Vice President of Marketing for its Disney Consumer Products division, tasking her with overseeing worldwide marketing as the business prepares for a significant structural shift.

Hastings will report jointly to Asad Ayaz, Disney’s Chief Marketing and Brand Officer, and Lisa Baldzicki, President of Disney Consumer Products. Her elevation comes at a strategic moment when Disney is moving the Consumer Products division from its Experiences unit to its Entertainment division this autumn, a restructuring the company says will bring the monetisation of its intellectual property closer to the studios that create it.

Hastings previously served as VP of Marketing at DCP, where she oversaw initiatives including Disney’s global Formula 1 partnership and the company’s collaboration with Vogue. 

Her promotion signals Disney’s intent to push harder on integrating its IP across its product portfolio, from toys and games to trading cards and clothing, as the division enters a new chapter under the Entertainment umbrella.

Ayaz praised the appointment, describing Hastings as “one of those rare marketers who knows how to turn a big creative idea into something that connects with consumers, shows up in culture and drives the business,” adding that she has “an outstanding track record of bringing teams and partners together on work that breaks through.”

The announcement coincides with Disney’s D23 conference this weekend in Anaheim, where the company is expected to put a flurry of new consumer products on display.