Disney to Cut Up to 1,000 Jobs Under New CEO D'Amaro as Project Imagine Consolidates Marketing

Walt Disney is planning to cut up to 1,000 jobs globally, mainly in marketing and corporate roles, according to a report by The Wall Street Journal. The move comes under an internal initiative called "Project Imagine," led by newly appointed CMO Asad Ayaz. Planning for these layoffs reportedly began even before Josh D’Amaro took over as Disney’s CEO in March. The reductions will affect less than 1% of Disney’s worldwide workforce. Disney currently employs around 2,31,000 people across its global operations.

The job cuts are part of a consolidation effort to streamline Disney’s promotional operations across film, television, and streaming platforms. Asad Ayaz, who assumed leadership of the new company-wide marketing organisation in January, is spearheading this initiative. By centralising marketing functions, Disney aims to reduce redundancies and optimise cost efficiency. The company has indicated that these cuts will primarily impact marketing, publicity, and corporate teams. This move aligns with Disney’s ongoing effort to adapt to evolving media and entertainment markets.

This latest round of layoffs follows previous workforce reductions under both the current and former leadership. Between 2023 and 2025, Disney eliminated roughly 8,000 positions in several phases under former CEO Bob Iger. Those cuts generated $7.5 billion in cost savings, surpassing initial targets. In June 2025, several hundred employees were laid off, affecting film, TV marketing, publicity, casting, and corporate finance teams. The company has emphasised that the current reductions are far smaller in scale than prior layoffs.

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Disney’s leadership stated that Project Imagine is designed to make marketing more agile and cost-effective across all divisions. By consolidating operations, the company expects to improve collaboration and streamline promotional campaigns. The initiative also reflects Disney’s broader strategy to balance growth with financial prudence. Analysts view the move as a cautious step to maintain competitiveness while avoiding large-scale disruptions. Employees impacted by the layoffs are expected to receive support and transition assistance.

Overall, Disney continues to navigate a challenging media landscape while restructuring key corporate functions. The focus on consolidation under Project Imagine signals the company’s commitment to efficiency and long-term sustainability. While workforce reductions are difficult, leadership emphasises strategic benefits for the organisation. With CEO Josh D’Amaro at the helm, Disney aims to strengthen its operational model for the future. The company’s efforts reflect an ongoing balance between creativity, market demands, and financial discipline.

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