The news came as BT announced the appointment of Zaid Al-Qassab to the newly-created role of chief brand officer, a position which will see him lead group marketing strategy and brand.
Al-Qassab joins BT with more than 20-years’ experience in the consumer brand and marketing industry, having spent the majority of his career at FMCG giant Procter & Gamble.
His most recent position at P&G, until the end of 2013, was managing director of P&G’s beauty and grooming division in the UK and Ireland, where he oversaw brands such as Olay, Max Factor, Clairol, Wella and Gillette. More recently Al-Qassab was chief marketing officer of HouseTrip.
Al-Qassab described his appointment as a "huge honour" and said he was looking forward to leading the BT brand through "this period of unprecedented innovation".
He said: "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," Al-Qassab added.
This appointment follows the decision of marketing and brand director, Williams to leave the business in September. During her ten years in the role, she created and led on BT's sponsorship of the London 2012 Olympic and Paralympic Games, delivering significant commercial and brand advantages for BT. Under Williams’ decade-long tenure BT’s brand value jumped from $6bn to $16bn.
Williams said: "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."
She will remains with BT through the summer to complete a number of projects which run until the autumn.
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