BT restructures marketing division

Chief brand and marketing officer for BT Group, Zaid Al-Qassab, will report to Marc Allera, chief executive of consumer unit.

Al-Qassab: marketing currently sits within strategy and transformation unit
Al-Qassab: marketing currently sits within strategy and transformation unit

BT is folding its brand and marketing function into its consumer division.

It will be part of the remit of Marc Allera, chief executive of BT Consumer. Chief brand and marketing officer for BT Group, Zaid Al-Qassab, will report to Allera.

The marketing division is currently part of the strategy and transformation division at BT and Al-Qassab reports to Mike Sherman, group director of strategy and transformation.

The teams are in the middle of making the changes, which are expected to be in place by 1 June.

BT announced plans to expand its consumer division in 2017 with the addition of EE, which it had bought a year earlier. The changes came into effect in April 2018. Low-cost telephony brand Plusnet also sits in BT Consumer.

Al-Qassab's remit will no longer include Openreach, the infrastructure business that maintains cables and exchanges, or business-to-business marketing, which will sit under BT Enterprise chief executive Gerry McQuade. Simeon Bird has been marketing director for the division since November last year.

Writing in Campaign last year, Al-Qassab said he resisted phasing out the EE name because each brand "was meeting different needs and there was a place for all of them".

After spending the majority of his career at Procter & Gamble, Al-Qassab joined BT in March 2015 in the new role of chief brand officer, as Suzi Williams, then marketing and brand director, departed. BT promoted him to chief marketing and brand officer in April 2016.

A BT spokesman said: "We are moving our brand function to report to Marc Allera with effect from 1 June. We will be finalising the detail of that switch over the course of this month, in conjunction with Marc and with Zaid Al-Qassab."

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