The head of sales for Spotify in EMEA is moving to Channel 4 to run the commercial team.
Rak Patel is taking up the newly-created role of Chief Commercial Officer, with the announcement coming a day before the Gogglebox network’s annual report briefing.
Patel will assume leadership of Channel 4 Sales, the commercial arm of Channel 4, with responsibility for driving the organization’s advertising revenue. A key focus of his role will be to accelerate the commercial elements of Channel 4’s Fast Forward strategy including the transition from linear to digital, which has been a priority of CEO Alex Mahon’s for years. The Fast Forward strategy was unveiled at the start of this year when Channel 4 announced around 250 layoffs. It includes leaving the network’s Horseferry Road premises, focusing on “fewer, stronger new titles,” creating its own IP and investing in “growth businesses.”
Reporting into Mahon, Patel will join in January. He started his career at EMAP Magazines, followed by roles at the Financial Times, Microsoft and Auto Trader, before joining Spotify in the senior role seven years back.
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Mahon said: “Rak joins at a time of incredible commercial opportunity for Channel 4. Our streaming audience is growing ahead of the market while our overall audience across linear and streaming expands. I know he will bring a world class focus on driving forward our Fast Forward strategy while evolving vital relationships with clients and agencies, alongside innovations to harness digital opportunities.”
Patel added that Channel 4 has “pioneered an approach which empowers and embraces the culture around us.”
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