I’m S4C's Chief Executive and designated Accounting Officer.

I have 20 years experience in retail business prior to joining the commercial property world she worked for BT/ EE, the UK’s largest mobile provider where she was the Retail Director responsible for leading and developing a team of over 3,500 employees across 580 stores in the UK.

I’ve worked internationally spending seven years in the US and Canada as Senior Vice President for telecommunications firms Comcast and Rogers managing the retailing strategy for their brands. Prior to moving overseas, Sian was Retail Director for Orange and also spent ten years at Asda/Walmart.

I’ve got extensive retail experience and a track record in leading transformative retail strategies for major corporates latterly developing new retail offerings through digital and innovative store design. She is a passionate leader who has always led retail from the shop floor engaging the teams to deliver great customer experiences.

Sian was born in Wales and is a fluent Welsh speaker. She moved back to Cardiff with her husband Rob where they met at university and their two daughters Siwan and Betsan.