In her new role, Edwards will work alongside chief financial officer Rob Brown when she boards the company next month and will focus on creating opportunities and fully maximizing Expectation’s business interests.
“I worked with Alexia for the duration of my time at ITV and she is well respected for her reputation as being a strong negotiator,” said Expectation co-CEO Peter Fincham in as statement. “Working hand in glove with Rob Brown, we have an exceptional operating team.”
Edwards joins the West London-based firm, which received a 24.9% minority stake from BBC Worldwide, following a six-month stint at Warner Bros Television Production UK where she held the title of as group commercial and business affairs director. Prior to this, she served as head of legal and business affairs at ITV where, over a 10-year period, she was responsible for the legal, commercial and business affairs for entertainment, comedy and kids programming across ITV’s portfolio.
She began her career as a lawyer at All3Media-owned indie Lion Television, working across the production and distribution deal terms for the firm’s programming with major international broadcasters.
The announcement follows a wave of recent appointments at Expectation since its launch in February by the former ITV and Endemol Shine Group execs.
In March, the company revealed that it had hired leading industry executives Amy Flanagan as creative director of factual; Colin Barr as creative director of factual and factual drama; Nick Mather and Nick Samwell-Smith as creative directors of entertainment; and Nerys Evans as creative director of comedy.