Channel 4 appoints Zaid Al-Qassab as CMO

Channel 4 has appointed Zaid Al-Qassab, currently BT Group’s chief brand and marketing officer, as the organization’s chief marketing officer (CMO). 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.

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 and Ireland.

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