Rak Patel joined Channel 4 in January 2025 as Chief Commercial Officer leading Channel 4 Sales, the commercial arm of Channel 4. Rak has responsibility for driving the organisation’s advertising revenue. A key focus of the role is to accelerate the commercial elements of Channel 4’s Fast Forward strategy, maximising revenues as it transitions from linear to digital, while pursuing new partnerships and expanding into new areas of digital growth.

Rak most recently was Head of Sales EMEA at Spotify. Here he was responsible for showcasing the value of advertising on Spotify for brands and marketers and the platform’s unique proposition in the marketplace. Having been in the advertising industry for close to twenty five years, Rak has spent his career on the commercial side of media and platform businesses. Starting at EMAP, Rak has also spent time at The Financial Times, Microsoft and Auto Trader.