Caroline Ackroyd steps into XLMedia CFO role

Caroline Ackroyd has now joined performance publishing business XLMedia as its new Chief Financial Officer (CFO) after her appointment was originally announced on 2 November 2021.


The finance veteran will assume her new role starting today, taking over from Interim CFO Rowan Ellis, whose temporary appointment came after Iain Balchin stepped down last July.

Ellis, who had previously served as a financial consultant will now revert to this role, and will “assist in an orderly transfer.”

Ackroyd will also join XLMedia’s Board of Directors, sitting alongside CEO Stuart Simms and non-executive directors Julie Markey, Richard Rosenberg, Jonas Martensson, Ory Weihs and Cédric Boireau.

When her appointment was announced last November, Ackroyd commented: “I am really pleased to be joining XLMedia and look forward to working with the team to build upon the strong foundations in place and to deliver the next exciting phase.”

Prior to joining XLMedia, she served as CFO for Sheffield-based media company, Jaywing, a role she held since 2020. Before this, Ackroyd was video consultation firm Push Doctor’s CFO.

In her new role, Ackroyd will also be able to use her experience from a spell at Sky Betting & Gaming, where she served as Director of Commercial Finance from 2015 to 2018.

This came after an earlier period as Deputy Finance Director at Sky Betting & Gaming from 2006 to 2011. Ackroyd also spent an over two-year tenure as Coral’s Finance Director.

“I am excited to welcome Caroline, a highly experienced CFO, to XLMedia’s leadership team and board,” remarked Simms on her appointment in November.

“Her deep understanding and intimate knowledge of our sector offers tangible value and insights, especially in light of the dramatic progress we are delivering in US sports.”

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