Disney Layoffs Hit Marketing Under New CEO
Disney layoffs tied to marketing consolidation under Josh D'Amaro signal further cost cuts and had shares react lower, pressuring trader positioning.
KEY TAKEAWAYS
- Reports say Disney plans to cut up to 1,000 jobs concentrated in marketing.
- Cuts were planned before Josh D'Amaro became CEO but will be executed under his leadership.
- The move signals marketing consolidation toward streaming and digital cost redirection.
HIGH POTENTIAL TRADES SENT DIRECTLY TO YOUR INBOX
Add your email to receive our free daily newsletter. No spam, unsubscribe anytime.
The Walt Disney Company is preparing job cuts in its marketing organization, described in reports as Disney layoffs, that will be executed under CEO Josh D'Amaro and reflect cost redirection amid shrinking streaming profits and weaker box office.
Planned Job Cuts and Timing
Disney plans to eliminate up to 1,000 positions across multiple areas, with a significant portion in marketing. Reports from April 8–9, 2026, indicate the reductions could occur in the coming weeks or over the next few months. These staffing moves were drawn up before Josh D'Amaro became CEO in March 2026 but will be carried out under his leadership.
Workforce Scale and Strategic Shift
At the end of fiscal 2025, which ended in September 2025, Disney employed 231,000 people, with about 80% working in experiences such as theme parks and cruises. Since Bob Iger returned as CEO in 2022, the company has cut more than 8,000 jobs.
Marketing was consolidated under Project Imagine in January 2026, led by Chief Marketing Officer Asad Ayaz. This reorganization merged Disney+/Hulu marketing staff into a single unit and involved consulting from Bain & Co. The current layoffs align with this consolidation and indicate a structural shift of marketing resources toward Disney’s streaming and digital businesses. The cuts represent an early test of cost management for the new CEO amid ongoing pressures from declining streaming profits, weaker box office results, and competition from technology platforms.
