The move sees Edwards reunited with Fincham after the pair worked together at ITV.
Edwards was at ITV for a decade before leaving for Warner Bros.’ UK division late last year. She joins Expectation next month and will work alongside CFO Rob Brown.
At Warner Bros Television Production UK she was group commercial and business affairs director, initially reporting to Claire Hungate who then announced she was leaving WBTVP this February, prompting a restructure.
Edwards worked with Fincham when he was director of television at ITV.
As head of legal and business affairs at the commercial broadcaster, Edwards responsible worked on shows including Britain’s Got Talent, Ant and Dec’s Saturday Night Takeaway and I’m a Celebrity Get Me Out Here!
“I worked with Alexia for the duration of my time at ITV and she is well respected for her reputation as being a strong negotiator,” Fincham said. “Working hand in glove with Rob Brown, we have an exceptional operating team.”
Edwards said: “To work with Peter and Tim to help shape the business and work with amazing brains and a team of creatives who are the very best in their field, is an opportunity not to be missed. It feels like I’m joining something exciting and I’m delighted to have the chance to secure more great deals with Peter.”
Expectation has been staffing up since Fincham and former Endemol Shine Group president Hincks launched it last year.