BT has appointed Zaid Al-Qassab as chief brand officer in a role which will see him lead group marketing strategy and brand.
Al-Qassab brings his 20-years’ experience in the consumer brand and marketing industry having spent the vast thrust of his career at Procter & Gamble, where until the end of 2013 he developed brands such as Olay, Max Factor, Clairol, Wella and Gillette.
Zaid Al-Qassab said: "It's a huge honour to lead one of the UK's biggest and most valuable brands, which touches most of the population, and reaches out around the world.
“I'm really looking forward to leading the BT brand through this period of unprecedented innovation. We've just launched BT Mobile, and the year ahead is even more exciting with the UEFA Champions League, our mobile plans, the expansion of our fibre optic network and our role supporting UK business and global customers in their own transformations.
“BT has a truly amazing and diverse marketing function, enabled by fantastic agencies. I'm hoping to help them combine strong strategy and customer insight to make stunning marketing and advertising that makes BT Group admired as the best marketers in the UK."
The appointment comes as Suzi Williams, marketing and brand director, leaves the company after over a decade in the role.
Williams said: "I've enjoyed a tremendous ten years at BT and I wish Zaid and the team every success with the next chapter of the BT brand."
Williams will continue to work with BT through the summer to complete a number of projects.