Roles and responsibilities
- As Chief Brand Officer, Charl is responsible for developing a “holistic” brand strategy for the BBC to help engage audiences across the globe, build support from its current fans, and drive growth on its digital platforms.
- He is responsible for helping to define the BBC’s brand positioning in its digital-first future and leading a brand building organisation to define the growth metrics for its priority brands. The role includes pinpointing viewer experience across key touchpoints, creating an annual brand plan, managing investment across the BBC’s owned and paid media and chairing its Brand Direction Group.
- The BBC Brand Organisation is made up of teams that partner with the BBC News, Content and Nations divisions and includes the BBC Masterbrand and Digital.
Biography
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.
Annual remuneration (as at July 2025)
- £280,000 - £284,999
Expenses and central bookings
Expenses are costs incurred by BBC staff on behalf of the BBC and claimed through the BBC's expenses system.
Central bookings are costs incurred on behalf of the BBC and booked through the BBC's central bookings system.
Expenses and central bookings for the 2024/25 financial year onwards are available to view here.
Downloads
Gifts and Hospitality Register
Gifts and hospitality may only be accepted in line with BBC policy.
Downloads
Declaration of personal interests
Staff must make a declaration of their personal and business interests, including any memberships or directorships of public or industry bodies, and any shareholdings, as well as any interests that their immediate families may also have.
A summary is published where there is something to declare and where there is nothing to declare. Occasionally an individual will have something to declare but due to the personal nature of the declaration we do not publish details as to do so would breach the General Data Protection Regulation.
This information is published annually, although if any amendments are made during the year an updated summary will be published if necessary as soon as it is available.
