Bt Channel 4 Marketing

BT’s Zaid Al-Qassab exits for CMO role at Channel 4


By Jennifer Faull, Deputy Editor

June 5, 2019 | 3 min read

BT’s group chief brand and marketing officer Zaid Al-Qassab has departed the telcomm giant to take up the chief marketing officer post at Channel 4.


BT’s Zaid Al-Qassab exits for CMO role at Channel 4

Al-Qassab’s role at BT was unclear following a shake-up of its marketing team in April, which resulted in the consolidation of marketing teams across its EE and BT brands.

Pete Jeavons was appointed the group brand director, with the company stating that Al-Qassab’s role would be finalised at a “later date".

Meanwhile, Channel 4 had been on the hunt for a lead marketer following the departure of Dan Brooke last December.

Zaid will join the broadcaster on the 1 September and report directly to chief executive, Alex Mahon.

He will lead marketing and brand strategy across Channel 4 with a “particular focus on developing a data-led digital marketing strategy.”

“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,” continued Mahon.

“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.”

He will sit on the organisation’s executive team alongside James Walker, the recently promoted controller of marketing and media and the new head of 4Creative reporting to him.

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

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