Baxter (pictured) was previously chief operating officer at Barb, a role she has held since 2024, and has also helped Barb deliver an innovation programme centred on aligning industry needs with the capabilities of research and data partners in a previous role at the organisation.

Prior to joining Barb in 2022, Baxter was at Kantar for 27 years, including as programme director UK and Europe, Middle East and Africa.

The appointment follows Sampson’s decision to step down in September 2026, following 14 years working at Barb.

Nigel Sharrocks, chair at Barb, said: “We’re thrilled Caroline is taking responsibility for building on the firm foundations we have in place. Her appointment testifies to the qualities of the Barb team, and its ability to help the industry navigate its way forward.” 

Baxter added: “Joint-industry measurement only works if everyone around the table trusts it. My priority is to make sure Barb continues to earn that trust – by staying independent, staying rigorous and staying true to what the industry needs.

“Having had a front-row seat to Barb’s transformation over the past few years, I know better than most what we’re capable of and relish the opportunity to take the game on.”