Zaid Al-Qassab has been Channel 4’s Chief Marketing Officer since September 2019. He leads Channel 4’s marketing, comms, product, 4creative & 4Studio teams, and has a particular focus on our strategy to put viewers at the heart of decision-making. Zaid is also the Exec responsible for Inclusion and Diversity at Channel 4, and Channel 4’s representative on the Board of Creative Diversity Network.
Prior to this, Zaid was BT Group’s Chief Brand & Marketing Officer, leading the brand and marketing strategy for the BT, EE and Plusnet brands. 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 is a non-executive Director and Council Member of the Advertising Standards Authority.
