CB
Charl Bassil joined the BBC as its first Chief Brand Officer on 1 March 2024. He is a highly experienced and passionate executive leader with over 20 years of experience in growing brands and businesses within the FMCG and beverage sectors. He has spearheaded growth in turnaround and scale-up businesses across multiple geographies, leading the growth strategy for new entrants and the turnaround of fatigued brands.
Charl has most recently been the Chief Marketing Officer and Global Vice President for Absolut Vodka based out of Stockholm, Sweden. Prior to that he has worked across multiple brands at Procter & Gamble, Pernod Ricard and SABMiller, including as General Manager for Carling Black Label.