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Channel 4 appoints BT's Zaid Al-Qassab as CMO

05 Jun 2019  |  Michaela Jefferson 
Channel 4 appoints BT's Zaid Al-Qassab as CMO

BT Group's chief brand & marketing officer, Zaid Al-Qassab, has been hired by Channel 4 to be its new chief marketing officer, the commercial broadcaster announced today.

He replaces Dan Brooke, formerly chief marketing & communications officer at Channel 4, who left the company after eight years in December.

Al-Qassab has led the brand and marketing strategy for the BT, EE and Plusnet brands whilst at BT Group, and is BT's executive sponsor for ethnic and cultural diversity.

He is also a non-executive director and council member of the Advertising Standards Authority (ASA) and a board trustee at the charity WaterAid.

Previously, he has served as CMO at start-up HouseTrip, and has over 20 years experience at Proctor & Gamble in a variety of senior marketing and operations roles - most recently as managing director for P&G Health & Beauty Care in the UK & Ireland.

In his new role, Al-Qassab will lead lead marketing and brand strategy across Channel 4, in particular focussing on developing a data-led digital marketing strategy.

“I’m absolutely delighted to be joining Channel 4, a brand I love, at such an important time in its history," Al-Qassab said.

"The next steps for the Channel 4 brand on its digital journey will shape it for many years to come. I can’t wait to work with the award-winning Channel 4 marketing team, whose work I have admired from afar.”

He will report directly into CEO Alex Mahon, and will sit on the organisation's executive team alongside James Walker, who was recently promoted to controller of marketing and media (planning & social).

Commenting on the appointment, Mahon said: “Zaid has a track record of leadership in marketing for some of the UK’s biggest consumer and technology brands, as well as a huge amount of experience in digital transformation and brand building.

"I’m delighted he’s joining us at Channel 4 where he’ll play an integral role in ensuring our award-winning marketing becomes even more digitally focussed.”

Al-Qassab will begin his new role on September 1.

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