Sarb joined Banijay UK in July after leaving the BBC where she was Finance Director for BBC Content. In her role as COO Sarb is responsible for driving forward the Banijay UK strategy alongside CEO and Executive Chairman, Patrick Holland. As well as managing collaborations across the wider Banijay group, Sarb plays a vital role in future investment opportunities, whether through M&A or start-ups via the recently announced Banijay UK Growth Fund.

Sarb is highly commercial with extensive experience within large corporates of supporting the development of long-term financial strategy and target setting for creative and commercial organisations. She has extensive knowledge of content funding models across both unscripted and scripted genres and ad sales deal negotiations, and a demonstrated history of working in the broadcast media industry through holding a variety of senior finance roles at Channel 5, Viacom, Channel 4 and the BBC.