Speaker Profile

Zaid Al-Qassab
Zaid Al-Qassab
Chief Marketing Officer
Channel 4

Zaid leads Channel 4 Marketing, 4Creative – the broadcaster’s award-winning in-house creative agency, as well as its new in-house digital content studio 4Studio. He is also responsible for driving forward Channel 4’s inclusion and diversity strategy which builds on the company’s heritage as a trailblazer in diversity and to be a beacon to the UK industry of what an inclusive, diverse and creative culture can look like.

Channel 4 is a publicly-owned and commercially-funded UK public service broadcaster, with a statutory remit to deliver high-quality, innovative, alternative content that challenges the status quo. Zaid is also a Director and Council member of the Advertising Standards Authority, a Board Trustee of WaterAid and a Board member of Creative Diversity Network, the organisation which enables the UK broadcast industry to measure and improve diversity & inclusion.

He was previously the Chief Brand & Marketing Officer of BT plc, where he led the BT, EE, Plusnet & Openreach brands. Zaid was educated at Oxford University, where he read PPE (Philosophy, Politics & Economics), and has also completed the Financial Times Non-Executive Director Diploma. He spent 20 years at Procter & Gamble, in marketing & commercial roles, including as Managing Director of the Health & Beauty division for the UK & Ireland. Following that, he was Chief Marketing Officer of HouseTrip, a digital start-up which was bought by TripAdvisor in 2016. He is committed to diversity and inclusion.