Broadcasting giant the BBC has named Absolut Vodka CMO Charl Bassil as its first-ever chief brand officer. He will take up the newly-created role in March next year.

He will now be tasked with overseeing the firm’s brand strategy as it looks to engage global audiences, build upon its current support base and drive digital growth.

Bassil will also be responsible for helping to establish the BBC’s brand positioning in a future dominated by digital, leading a team of 250 to define new growth metrics for its priority brands. He will report into chief customer officer, Kerris Bright.

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“I am incredibly proud to embark on a new chapter in my career helping the BBC build relevance and deliver value for all in an increasingly fragmented media marketplace,” Bassil said.

He leaves Absolut Vodka after having spent more than five years as the Swedish brand’s chief marketing officer and global vice-president. Prior to this he spent close to six years at Pernod Ricard.

Bright added: “Building a powerful BBC brand, driven by our unique public service values that drives audience growth and is loved and valued by all, is vital in today’s world. I am excited to bring Charl’s expertise into the BBC to help us build our iconic global brand further.”