Barb adds to leadership team as Caroline Davey becomes Chief Executive

Khaled El Serafy has been promoted to Director of Data and Technology, and Luca Vannini becomes Director of Partnerships and Communications.

Barb said the leadership changes support its ongoing innovation plan to ensure the measurement and reporting of linear, streaming and video-sharing audiences is fit for the future.

Barb announced in March that Davey had been promoted to Chief Executive, having previously served as Chief Operating Officer.

El Serafy joined Barb in March 2023 in the newly created role of Head of Data Science and has been responsible for steering Barb’s new data-distribution strategy. This included the December 2025 launch of the Barb Data Hub, a new cloud-based system for storing, processing and distributing Barb viewing data to the industry. He is also managing the development of Barb Panel Plus prototypes, which are designed to extend Barb’s use of big datasets and integrate them with high-quality panel data.

Vannini joined Barb in February 2024 as Head of Campaign Audiences, leading the development and delivery of total campaign reporting across linear and VOD services. He oversaw the launch of Barb Ads Hub earlier this year, a new analytics system designed for full-cycle ad campaign optimisation. In his new role, he will lead Barb’s partnerships with stakeholders and clients, as well as Barb’s external communications strategy.

Sara Cheeseman continues in Barb’s leadership team as Finance Director, with responsibility for finance, governance and data protection.

Barb is also recruiting for a new role, Head of Strategic Developments, to coordinate the delivery of Barb’s strategic development programme over the next two years.

Justin Sampson, Barb’s outgoing Chief Executive, will continue to work with Barb as a consultant from September.

Davey 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.”