Roles and responsibilities
- As Chief Brand Officer, Charl is responsible for developing a 鈥渉olistic鈥� brand strategy for the 大象传媒 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 大象传媒鈥檚 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 大象传媒鈥檚 owned and paid media and chairing its Brand Direction Group.
- The 大象传媒 Brand Organisation is made up of teams that partner with the 大象传媒 News, Content and Nations divisions and includes the 大象传媒 Masterbrand and Digital.
Biography
Charl Bassil joined the 大象传媒 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.
Expenses and central bookings
Expenses are costs incurred by 大象传媒 staff on behalf of the 大象传媒 and claimed through the 大象传媒's expenses system.
Central bookings are costs incurred on behalf of the 大象传媒 and booked through the 大象传媒's central bookings system. Both expenses and central bookings are published every three months.
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Gifts and Hospitality Register
Gifts and hospitality may only be accepted in line with 大象传媒 policy. Information about gifts and hospitality is published every three months.
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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.
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- Charl Bassil's Declaration of Personal Interests will be published shortly.