Two More Senior Promotions at Barb

Barb has announced two promotions to its senior leadership team, as Caroline Davey, formerly Caroline Baxter, begins her tenure as CEO today. Khaled El Serafy and Luca Vannini join the leadership team, respectively as Director of Data and Technology, and Director of Partnerships and Communications.

Baxter / Davey joined Barb in 2022 and has helped drive its innovation programme, in the role of COO since 2024 - her promotion to the top job was announced in March.

El Serafy (pictured above) joined Barb in March 2023 in the newly created role of Head of Data Science, and has led its new data-distribution strategy, including the launch of the Barb Data Hub in December; and the development of Panel Plus prototypes, which integrate big datasets with high-quality panel data. Prior to joining Barb he was an Analytics Consultant at software developer BlueOptima.

Vannini (pictured below) joined Barb in February 2024 as Head of Campaign Audiences, leading the development and delivery of total campaign reporting across linear and VOD services; and has overseen the development and launch of its new Ads Hub, this January. He will now lead Barb's partnerships with stakeholders and clients, and its external communications strategy.

Completing the leadership team, Sara Cheeseman continues as Finance Director, with responsibility for finance, governance and data protection; and the firm is recruiting for a new role, Head of Strategic Developments, while outgoing CEO Justin Sampson will continue to work with Barb as a consultant from September.

'Barb plays an essential role in helping our industry understand what people watch across the growing range of services and devices available to them,' says Davey, 'Khaled and Luca have already made significant contributions to our strategic development programme, and their appointments will help us maintain momentum as we continue to deliver trusted, independent audience measurement in a changing market.'

Web site: www.barb.co.uk .