Charl Bassil

Evaluator
DISC Type : Dcs

Group Chief Brand Officer at BBC

Stockholm, Stockholm County, Sweden, United Kingdom

Overview

Charl Bassil is the BBCs inaugural Chief Brand Officer, leveraging decades of experience in turning around iconic global brands like Absolut Vodka. With a background in engineering and strategic consulting, and education from Harvard and INSEAD, he is known for being visionary, inspiring, and adept at connecting with consumers. People often describe him as visionary, caring, and smart.

A South African with Lebanese roots, Charl is passionate about photography, exploring cities by bicycle with his family, and discovering new food. He has a deep-seated interest in driving cultural change and creating communities where people feel a sense of belonging, influenced by his upbringing as the child of immigrants.

He started his career as an engineer on a production line at Procter & Gamble before transitioning into marketing.

Personality Overview

Fast But Analytical

Thorough Evaluator

Quality Focused

They are not very likely to become strong advocates of your product or service  They focus on the results, but can still be quite procedural and analytical about how to get there They have a unique set of diverse traits where they are decisive and methodical but can sometimes be extra cautious and skeptical

Topics They Care About

Reimagining Iconic Brands
His career is defined by revitalizing major brands like Absolut Vodka, Castle Lager, and now the BBC, focusing on relevance and long-term growth in disrupted markets.
Purposeful Brand Building
He emphasizes creating human connection and using brands to positively shape culture, a theme evident in his work at Absolut and his mission at the BBC.
Long-term Platforms
He advocates for building creative platforms that last 3-5 years over short-term campaigns, aiming to create lasting brand memory and "fresh consistency. "

Media Appearances

Charl has no verified media appearances

Work History

3-2024
Group Chief Brand Officer at BBC
1-2024 - 2-2024
Career transition at Career Break
12-2018 - 12-2023
Global Chief Marketing Officer (CMO) - Absolut Vodka at The Absolut Group
1-2017 - 12-2018
Honorary Consul for The Republic of Lebanon in Cape Town at Republic of Lebanon
3-2013 - 11-2018
Senior Marketing Director at Pernod Ricard

Education

2015 - 2015
Leadership Development Programme from INSEAD
2011 - 2011
Strategic Marketing Management from Harvard Business School

More Information

Social Presence :

Prographics :

Exp : 12 Location : Stockholm, Stockholm County, Sweden, United Kingdom Job Level : Leadership Designation : Group Chief Brand Officer at BBC

Interested in

Sports

Rowing, Karate

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Insights For Selling To Charl

During A Call Or A Meeting

DO's

  • Showcase your competitive superiority clearly when possible or address it at the minimum
  • Use phrases like ‘the ROI of this’, ‘X% more’ etc.
  • Be prepared for comments or questions that are critical of your product or your claims

DONT's

  • Don’t nudge them to do something by using the logic that others have done the same
  • Avoid too much small talk, just a few formal pleasantries should be fine
  • Avoid making strong statements, instead invite them to agree with you by asking them questions

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Charl is

  • ROI matters the most to them, followed by process and finally proof of results
  • Will you ever get a clear answer from Charl

  • They might hesitate a little, but will go ahead and say no when necessary (or asked)

Insights For Deal Planning

    How fast (or slow) will Charl move?

  • They are unlikely to move very fast, especially when it comes to new products or services
  • Can Charl take some risk or not?

  • They have relatively low risk-appetite and are not very likely to go for something unproven and risky

You And Charl

Personality Compatibility


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