As Director for Broadcast and End User Technology (B&EUT) at the BBC, Sinead is responsible for the teams who lead the specification, design, and provision of the technology that colleagues use every day to inform and entertain audiences. The B&EUT team spans a number of delivery disciplines including Content Production, Business Systems, Playout & Publication and Software Engineering. The B&EUT Architecture, Infrastructure, Network & End User Compute, Project & Portfolio and Commercial teams support the delivery teams across BBC Technology and Media Operations and together the B&EUT teams lead the charge on developing a modern media supply chain for the BBC.

Sinead joined from UKTV where, as the Chief Technology and Operations Officer, she led an extensive technology refresh spanning supply chain and playout transformation, cloud adoption through to digital product development, supporting the growth of UKTV Play to more than 5 million subscribers. Prior to UKTV, Sinead was the Managing Director at consultancy and talent business The Lighthouse Company. She had also been the Chief Executive of The Studios at MediaCityUK (now Dock10) where she successfully launched the business, and built and led the teams delivering studios, production and technology services. Sinead spent five years as Operations and Technology Director at Virgin Media Television following a number of years in commercial radio at Emap Performance (now Bauer), where she started her media career in the early nineties.

Sinead has been a member of several industry advisory boards and was a Non-Executive Director at the Royal Exchange Theatre in Manchester. She is also an active mentor working with both young professionals and aspiring teenagers.