Baxter joined Barb in 2022 and was research operations director before taking up her new role.

Before joining Barb, Baxter worked at Kantar, where she had a final role as media programme director UK and Europe, Middle East and Africa.

In her new role, Baxter will work alongside chief executive Justin Sampson on Barb’s strategic priorities, including its plans to extend reporting of total campaign performance, total viewing of streaming services and work on future-proofing the organisation’s data access.

Sampson said: “Since joining, Caroline has brought a tangible energy and focus to how the Barb team brings service developments to market. The Barb board didn’t hesitate in its support of her promotion.”