Vision 100


Zaid Al-Qassab

Chief brand officer

BT Group

A career marketer, Zaid Al-Qassab’s credentials were forged at P&G where he spent 20 years. However, unlike many marketers who fall into their comfort zone, he decided to climb out and make headway in the digital arena, first at startup HouseTrip and then back in more established hunting grounds at BT last year. But he did not leave digital and innovation behind and  oversees the company’s mobile and fibre optic propositions, as well as brand associations such  as the UEFA Champions League and Comic Relief. Indeed, it is the partnerships that excite him the most, as he says: “Working abroad for several years taught me that relationships make= more difference than clever thinking.” He adds: “I’m proud of the charity partnerships I’ve been involved with, firstly between Gillette and Movember in my P&G days and now between BT & Comic Relief.” With the acquisition of the EE brand completed earlier this year, it will be a busy year for Al-Qassab in 2016.

Best advice: “Sometimes you can be right or you can be successful but you can’t be both.”