Zaid Al-Qassab

Chief Marketing Officer & I&D Director at Channel 4

Zaid Al-Qassab is the current Chief Marketing Officer & I&D Director at Channel 4. Zaid has previously worked for WaterAid, the Advertising Standards Authority, and BT. Al-Qassab has been in their current position at Channel 4 since June 2019.

Before their current role, Al-Qassab served as the Chief Brand & Marketing Officer and Managing Director for BT Group from March 2015 to June 2019. In this role, they were responsible for the BT, EE & Plusnet brands, and strategic oversight of the Openreach brand. Zaid led both online & offline, brand & marketing strategy, customer insight & NPS, advertising & marketing communications, media planning & buying, marketing return on investment, marketing services, sponsorships, partnerships, social media, PR, charity partnerships and driving customer centricity. Zaid was also the executive sponsor for ethnic & cultural diversity.

Prior to their time at BT Group, Al-Qassab was the CMO at HouseTrip from January 2014 to December 2014.

Zaid Al-Qassab has a master's degree in PPE from the University of Oxford. Zaid also has a SRF BTEC Level 7 Advanced Diploma from the Financial Times Non-Executive Director Diploma. Finally, they attended Blue Coat School Reading.

Zaid Al-Qassab works with Ian Katz - Chief Content Officer, Jonathan Allan - COO. Their manager is Alex Mahon, Chief Executive. and Sao Bui-Van - Communications Director reports to Zaid Al-Qassab.



  • Chief Marketing Officer & I&D Director

    Current role

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