Channel 4 nabs BT’s Chief Marketing Officer for new role

Mark Johnson's picture
by Mark Johnson

Channel 4 has appointed Zaid Al-Qassab, currently BT Group’s Chief Brand and Marketing Officer, as the organisation’s new Chief Marketing Officer.

In the new role reporting directly to Chief Executive, Alex Mahon, Zaid will lead marketing and brand strategy across Channel 4 and will have a particular focus on developing a data-led digital marketing strategy, the broadcaster said.  

He will sit on the organisation’s executive team – with James Walker, the recently promoted Controller of Marketing and Media (Planning and Social) and the new Head of 4Creative reporting to him.

At BT, Zaid has led the brand and marketing strategy for the BT, EE and Plusnet brands.  His role at BT includes insight, marcomms, digital brand, media, sponsorship & the in-house studio.  He’s also BT’s executive sponsor for ethnic & cultural diversity.

ASA member

Zaid is a non-executive Director and Council Member of the Advertising Standards Authority and a Board Trustee at charity, WaterAid. 

He was previously CMO at VC-backed start-up, HouseTrip and worked for over 20 years at Procter & Gamble in a variety of senior marketing and operations roles, culminating as Managing Director for P&G Health & Beauty Care in the UK & Ireland.

“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”, said C4 CEO 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.”

Zaid 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.”

Zaid will start at Channel 4 on 1 September 2019.