Barb said that following the change in leadership, Khaled El Serafy has become director of data and technology and Luca Vannini has been named as director of partnerships and communications.  

El Serafy joined Barb in March 2023 as head of data science and has been responsible for the organisation’s data distribution strategy, including the launch of the Barb Data Hub in 2025.

In his new position, El Serafy is managing Barb’s development of Panel Plus prototypes, which are designed to extend the organisation’s use of big datasets and integrate them with panel data.

Vannini joined Barb in February 2024 as head of campaign audiences and oversaw the launch of Barb Ads Hub earlier this year.

In his new role, he will oversee Barb’s partnerships with stakeholders and clients, as well as its external communications strategy.

Davey, previously known as Caroline Baxter, was announced as Barb’s next chief executive in March, and started her new role on Monday 29^th June.

Barb is also recruiting a head of strategic developments, a new role 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, leading the development and execution of Barb’s public-interest communications strategy.   

Davey said: “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.”