Sinéad was appointed Managing Director, Nations & Regions at Channel 4 in 2019 and has overseen the roll out of the biggest change in the broadcaster’s history, 4 All the UK – Channel 4’s strategy to increase its Nations & Regions spend on creative content from 35% to 50% of main channel UK commissions by 2023, worth up to £250m more in total.
Under her leadership the broadcaster has opened three regional centres – its National HQ in Leeds and Creative Hubs in Bristol and Glasgow. These bases are at the heart of Channel 4’s plan to attract and develop talent from across the UK, both on and off-screen. Already more than 250 Channel 4 roles are now based in the Nations and Regions, including key creative decision makers, responsible for commissioning Channel 4 content and programmes from producers right across the UK.
Prior to joining Channel 4, Sinéad was the BBC’s Director of Education, responsible for a range of content across TV, radio and online and she also played a key role in the BBC’s move to Salford – migrating the BBC’s Learning department to the North West site. She started her career as a journalist at BBC Northern Ireland and is a former editor of Newsround as well as an Executive Producer for BBC Current Affairs.