Channel 4 has appointed Rak Patel as Chief Commercial Officer.

Currently Spotify’s head of sales EMEA, Patel will join Channel 4 in January and report directly to the broadcaster’s CEO, Alex Mahon.

In his new role, Patel will focus on driving the commercial aspects of Channel 4’s Fast Forward strategy.

Patel, who joined Spotify as head of UK sales in 2017, has spent the past seven years driving commercial growth for the streaming giant.

He began his career at EMAP magazines, before taking on roles at the Financial Times, Microsoft and Auto Trader.

Channel 4 CEO Alex 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 advancing our Fast Forward strategy, evolving key relationships with clients and agencies, and driving innovation to seize digital opportunities.”

Patel added: “Channel 4 has pioneered an approach that empowers and embraces the culture around us. With a truly progressive Fast Forward strategy, focused on a digital-first public service streaming model by 2030, the commercial opportunities for brands are limitless.”

“I couldn’t be more excited to join the incredible Channel 4 team to help accelerate commercial growth and support our advertisers, agencies, and partners on the exciting journey ahead. I’d like to thank Spotify for the past seven years and wish them continued success. It has always been an honour to be part of the band.”