Sioned is well known in the industry as a former BBC Radio 4 Comedy Commissioner and former Head of Comedy at ITV.

She was previously a programme producer at Talkback and Hat Trick.

Sioned joined S4C as Interim Chief Executive on 08 April 2024.

Sioned's main responsibility over the coming months will be to lead on S4C's Action Plan, which has been approved by the Unitary Board, and follows the publication of the Capital Law Report.