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Channel 4 hires BT’s Zaid Al-Qassab as CMO

Marketing Week 05 Jun 2019 12:15

Channel 4 has hired BT’s Zaid Al-Qassab as its new chief marketing officer as part of an increased focus on data and digital marketing.

Al-Qassab, who has held the top marketing job at telecoms giant BT for four years, will lead the broadcaster’s marketing and brand strategy from September, with a particular focus on developing a data-led digital marketing strategy.

He will report directly to chief executive Alex Mahon and will sit on the organisation’s executive team. James Walker, the recently promoted controller of marketing and media (planning and social) and the new head of 4Creative will report to him.

“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,” Mahon says.

“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 has led the brand and marketing strategy for the BT, EE and Plusnet brands since 2015, with his remit including insight, marcomms, digital brand, media, sponsorship and the in-house studio. He is also BT’s executive sponsor for ethnic and cultural diversity.

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BTAlex MahonZaidUKJames Walker
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