Disney to Cut 1,000 Jobs in Major Marketing Overhaul Under Project Imagine

Disney plans to cut 1,000 jobs under CEO Josh D'Amaro as part of "Project Imagine," a new initiative to consolidate marketing and reduce global operating costs.

By: AXL Media

Published: Apr 9, 2026, 4:53 AM EDT

Source: Information for this report was sourced from Reuters, The Wall Street Journal, and The Walt Disney Company

Strategic Consolidation Under the Project Imagine Initiative

The planned workforce reduction is a central component of an internal restructuring program codenamed "Project Imagine," led by Disney’s Chief Marketing Officer, Asad Ayaz. Ayaz, who assumed oversight of a newly consolidated, company-wide marketing structure in early 2026, is moving to unify disparate teams across film, television, and streaming services. By merging these historically siloed units, the company aims to eliminate redundancies and accelerate decision-making processes. This initiative reflects a broader push for efficiency as Disney navigates the complex transition from high-margin linear television to its digital-first streaming future.

The First Major Layoffs of the Josh D’Amaro Era

While the decision to cut 1,000 roles precedes his official start date, these layoffs represent the first major organizational shift under new CEO Josh D’Amaro. D’Amaro, a 28-year Disney veteran who previously led the Experiences segment, officially succeeded Bob Iger on March 18, 2026. Sources close to the company indicate that D’Amaro’s immediate priority is fostering greater cross-divisional collaboration. Though the cuts represent less than 1% of Disney's global workforce of 231,000, they signal a continuity of the aggressive cost-optimization strategies established during the previous administration.

Navigating the Shift from Linear TV to Digital Growth

Disney’s decision to trim its marketing spend is driven by the tightening profit margins of the streaming industry compared to traditional broadcasting. Like its competitors at Warner Bros. Discovery and Paramount, Disney is facing diminished box office returns and intensified competition from technology giants. To counter these headwinds, the company is redirecting capital toward high-growth digital businesses and original content. Project Imagine is designed to ensure that Disney's marketing engine is optimized to support these digital priorities without the overhead costs associated with its legacy media structures.