The men’s magazine’s new deputy global editorial editor will have a dual role leading British GQ as well, Condé Nast announced Wednesday.

The UK edition was most recently led by editor-in-chief Dylan Jones, who exited the post after 22 years in May. He is one of many editors who have left Condé Nast in recent months as the publisher executed a new consolidated global editorial strategy that replaced EICs with content heads reporting to regional and global heads.

At GQ, that strategy is led by Will Welch, the editor of the American edition and now its global editorial director, who is focusing on bringing a more progressive vision of masculinity across the editions.

Baidawi, who is Iraqi-Australian, was the first editor in chief of GQ Middle East, a licensed edition launched in 2018. He was appointed Welch’s deputy last December and moved from Dubai to London for the position earlier this year.

“[Baidawi’s] passion for GQ and experience launching the title in a new market made him the right person to lead British GQ, one of our flagship international editions,” said Welch in a statement.

GQ heads of content have yet to be named for France and Japan.

Learn more:

GQ’s New Masculinity Goes Global

Global editors Will Welch and Adam Baidawi tell BoF about how they aim to bring American GQ’s take on masculinity to the magazine’s international editions as part of Condé Nast’s new global strategy.