Al-Qassab has more than 20 years’ experience in the consumer brand and marketing industry, where he spent the majority of his time at global brand, Procter & Gamble (P&G).
Prior to departing the company at the end of 2013, Al-Qassab was managing director of its beauty and grooming division in the UK & Ireland, a role that saw him work with brands including Olay, Max Factor, Clairol, Wella and Gillette. Prior to joining BT Al-Qassab was employed as chief marketing officer at internet start-up, HouseTrip.
As chief brand officer he will be responsible for leading the company’s group marketing strategy and brand.
Al-Qassab said: "It's a huge honour to lead one of the UK's biggest and most valuable brands, which touches most of the population, and reaches out around the world. I'm really looking forward to leading the BT brand through this period of unprecedented innovation. We've just launched BT Mobile, and the year ahead is even more exciting with the UEFA Champions League, our mobile plans, the expansion of our fibre optic network and our role supporting UK business and global customers in their own transformations.
"BT has a truly amazing and diverse marketing function, enabled by fantastic agencies. I'm hoping to help them combine strong strategy and customer insight to make stunning marketing and advertising that makes BT Group admired as the best marketers in the UK."
Williams added: "I've enjoyed a tremendous ten years at BT and I wish Zaid and the team every success with the next chapter of the BT brand."