By Allison Watkinson
TLL Reporter
Disney veteran Joss Hastings has been promoted to senior vice president of marketing for Disney Consumer Products.
The move is part of the restructuring taking place at The Walt Disney Company as it has shifted its world-leading Disney Consumer Products (DCP) division from Disney Experiences to Disney Entertainment Studios.
Disney says Hastings will now lead marketing for the DCP business globally, working across teams to grow the business, strengthen brands and connect with consumers around the world.
It’s a big job on a big planet, as Hastings will be responsible for coordinating marketing across regions and nations, and will also be working closely with Disney’s franchise, Studio and business partners to support the priorities and goals of the Disney Consumer Products division.
Hastings will be reporting jointly to Asad Ayaz, Disney’s chief marketing and brand officer, and Lisa Baldzicki, the president of the newly restructured DCP.
Fortunately, Hastings comes to the job with a great deal of insight into the workings of the world’s largest consumer product licensing company.
Hastings has spent nearly two decades with the Walt Disney Company and has built an impressive track record in branding, marketing and commerce.
“Joss is 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,” said Ayaz. “She knows Disney, our brands, and our fans incredibly well, and has an outstanding track record of bringing teams and partners together on work that breaks through.
“As Consumer Products enters this next chapter, I can’t think of a better leader to take its marketing forward.”
Hastings recently led Disney’s Formula 1 partnership, delivering activations that expanded the global reach of Mickey & Friends with new audiences, including a bespoke launch spectacle at the Las Vegas Grand Prix, a sold-out Gentle Monster collaboration at the Shanghai Grand Prix and the expansion of the partnership into F1 Academy to capitalize on the growing momentum behind women’s sports.
Hastings also led Disney’s collaboration with fashion giant Vogue, bringing together visionary designers from around the world to reinterpret Mickey Mouse through the lens of their favorite era in support of the brand’s 100th anniversary celebration.
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Disney says Hastings has been a crucial team member in countless campaigns at Disney, developing and leading the marketing campaigns for licensing collaborations with top brand partners like Lululemon, Gucci, LEGO, Coperni, and Charlotte Tilbury.
Throughout her career, Hastings has developed and led high-impact campaigns supporting collaborations with global brands including LEGO, Lululemon, Gucci, Coperni, and Charlotte Tilbury.
Hastings also developed the global marketing strategy for Disney100 and led a new joint marketing approach with LEGO that helped drive significant business growth and expansion with the key girls’ audience. The partnership between Disney and LEGO has been among the most successful for the House of Mouse, and Disney says Hastings played a major role in its success.
Hastings also comes to the role with a lot of impressive plaques on her wall. Her award-winning campaigns include Dream Big, Princess, which reframed Disney Princess marketing around empowering girls to pursue their ambitions; Force Friday, the global Star Wars product launch; and the Disney holiday campaign in EMEA, which generated significant retail sales growth and industry recognition.
Hastings also has the advantage of having worked across multiple categories, including consumer products, television, digital, music, parks and gaming. She also built Disney Consumer Products’ dedicated marketing organization in the critical EMEA market, and teams across global, regional and local markets.