Discovery Networks UK has named former A+E Networks UK executive Elena Anniballi to the newly-created position of senior scheduling director for male brands.

In her new role, Anniballi (pictured) will lead the scheduling strategy for flagship pay-TV brand Discovery Channel and free-to-air brands Quest and DMAX, as well as pay-TV brands Science, Turbo, Discovery History, Shed and Travel Channel.

Male brands were up 20% across the whole portfolio year-over-year in 2018, according to Discovery.

Anniballi is based in London and reports to Discovery Networks UK’s Simon Downing, SVP and head of factual and sport.

She joins Discovery from A+E Networks UK, where she was channel director for male-skewing free-to-air factual channel Blaze. Prior to that, she was responsible for the scheduling team managing History, H2, Lifetime and Crime+Investigation for A+E.

Before A+E, she was program manager for female-skewing free-to-air channel Really at UKTV.

“[Anniballi] brings fantastic experience of building pay-TV and free-to-air brands and has an impressive track record,” said Downing in a statement. “Her innovative editorial approach and commercial mindset will be invaluable as we accelerate the growth of our male brands across all platforms.”