BBC Studios Kids & Family is building out its leadership ranks with the hire of Edward Barnieh (pictured left) and a key promotion for Alexandra McGrail (pictured right).

Barnieh starts in his new role as VP of development on November 21. He’ll provide creative direction to the division’s development production team to ensure that its slate of projects anticipates the needs of a rapidly shifting market. 

The Beeb also upped McGrail from senior commercial manager into a new head of commercial position earlier this month. She has taken on business development in her expanded remit and will identify market opportunities for the studio’s kids content, as well as managing the commercial Kids & Family budget.

Both Barnieh and McGrail are reporting to BBC Studios Kids & Family managing director Cecilia Persson. And their roles were created as part of a major reorg that culminated in the combination of two BBC units into one larger one with a more expansive slate and budget.  

Barnieh comes to the Beeb with an impressive resumé of international experience. Most  recently, he was a manager at Netflix, overseeing animation series across EMEA. Before that, he spent nearly seven years at WarnerMedia APAC, in roles ranging from programming and acquisitions manager to director of acquisitions and co-pros. Barnieh also worked as an acquisitions and digital media exec at Nickelodeon UK, where he played a key role in buying and developing shows for the channel.

McGrail has worn many hats during her time with the UK pubcaster. She joined in 2011, rising through the BBC Children’s ranks to assistant commissioner in 2015 and then shifting over to serve in the same role at BBC Studios in 2016. A year later, she was moved to Channel 4’s All4 service as editor, and later served as commercial manager at British prodcos Leopard Pictures and Argonon. She returned to the Beeb in 2021 to help seek funding and manage commercial negotiations for the children’s content partnerships division.