Peel Media has appointed a new Chief Executive for MediaCityUK, Sinead Greenaway taking the helm of the UK's first purpose-built creative and digital community in the autumn.
Greenaway joins Peel Media from Virgin Media Television, where she has been Operations and IT Director since 2006. Sinead played a pivotal role in the company's tapeless transformation, a process which has put Virgin at the forefront of end-to-end digital workflow within UK broadcasting.
Having started her career in commercial radio, she has previously held senior roles at Emap PLC and ids (the Virgin Media Television, UKTV and online sales business).
Greenaway will report to Bryan Gray, chairman of Peel Media. He said: "The role of Chief Executive will be central to the successful delivery and management of MediaCityUK and I'm delighted to welcome Sinead to the team.
"Sinead will work closely with a wide range of private and public sector partners to help realise our shared vision for MediaCityUK, both for phase one in 2011, and beyond. Her wide-ranging experience means Sinead will contribute valuable insight and leadership to the organisation, and help shape the future of what is arguably Europe's most significant media development."
Greenaway herself said: "MediaCityUK is a hugely exciting proposition and the prospect of playing such a central role in its delivery was too good an opportunity to miss.
"I'm looking forward to working with the rest of the team to create a truly world class media community which will provide the sector with new and innovative ways of working."
Construction of MediaCityUK began in 2007 following the BBC's confirmation that it would be relocating around 2500 staff - including five departments currently based in London - to Salford Quays. The University of Salford has also confirmed that it will have a MediaCityUK presence, with a brand new campus containing facilities for up to 700 students and staff. In addition, Peel Media recently announced a collaboration with Ascent Media Group to provide a range of services at MediaCityUK.
Phase one of MediaCityUK is scheduled for completion in 2011.