Catherine Lynch has been promoted Creative Director of the U.K.’s Initial, the prominent production company behind shows including “Big Brother” and “Total Wipeout” for British television.

Lynch moves up from being Initial’s Head of Development since 2011, a role in which she has been responsible for developing the company’s slate.

She was part of the creative team behind “The Almost Impossible Game Show,” which she executive produced for ITV2. That format has just sold to MTV in the U.S where it will be produced locally by Endemol Shine North America, according to a statement.

As Creative Director Lynch will focus on the expansion of Initial’s slate of entertainment and factual entertainment programming for U.K. broadcasters with international potential. She will take up the role starting immediately, reporting to Initial Managing Director Mirella Breda.

Lynch first joined Endemol Shine U.K. as a creative intern in 2003 moving to Monkey and ITV Studios between 2005- 2007. She returned in 2007 to run the Creative Intern Programme and was promoted to Senior Development Producer in 2009.

Initial is part of Endemol Shine Group. Their recent and upcoming shows comprise “Up Late With Rylan” which launches next week on Channel 5, “Big Brother” and its spinoff “Big Brother’s Bit on the Side,” which will also air on Channel 5, and “Soccer Aid 2016,” the charity soccer match for UNICEF which will air live on ITV in June.