Charl Bassil brings both deep expertise and a fresh perspective to the world of branding. He has spent his career shaping, evolving, and reviving some of the most iconic names in global business — brands many of us have grown up with, shared moments around, and connected with across cultures.

From Castle Lager and Carling Black Label to Jameson and Absolut Vodka, he has led transformational work that not only reignited these brands commercially but reconnected them emotionally with audiences around the world.

Today, he brings that same passion and purpose to the BBC as its inaugural Chief Brand Officer, helping steer one of the world’s most trusted institutions into a new digital era—while staying true to its public service mission.

Charl Bassil is known not just for his strategic and creative leadership, but for his ability to build culture, inspire teams, and bring out the best in the brands—and the people—he works with.

His journey has taken him across Johannesburg, Luanda, Cape Town, Stockholm and now London.  He lives in Surrey, England with his wife Dominique, their three children—Jordan, Luke, and Ella—and a small but very energetic dog named Cola.