Barb has announced two new members of its leadership team as Caroline Davey (formerly Baxter) takes up the role of new chief executive.
Khaled El Serafy has been promoted to director of data and technology at the organisation. Joining Barb in the newly created role of head of data science in 2023, El Serafy has been responsible for leading its data-distribution strategy, including the launch of the cloud-based Barb Data Hub. He is also managing the development of Barn Panel Plus prototypes, created to extend and integrate datasets with high-quality panel data.
Also promoted is Luca Vannini, who becomes head of campaign audiences, leading the development and delivery of total campaign reporting across linear and VoD services, said the organisation. Earlier this year, Vannini led the launch of the Barb Ads Hub analytics system, designed for full-cycle ad campaign optimisation. In addition to communications strategy, he will lead Barb’s stakeholder and client partnerships.
Commenting, Davey, who was confirmed in the role in March, said, “Barb plays an essential role in helping our industry understand what people watch across the growing range of services and devices available to them. 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.”
