Sony Pictures Television has brought in Tania Missad as executive vice president of research, strategy, and analysis.

She will begin her new role today at the studio’s Culver City lot and will report to Sony Pictures Television Studios president Katherine Pope.

“A deeply respected leader, Tania brings curiosity, rigor, and passion to her work,” Pope said. “She has run research for some of the world’s biggest media brands, always with an emphasis on insights as powerful tools to fuel storytelling, and I know her impact across our shows will be felt immediately.”

In her role at Sony, Missad will lead the research and analytics teams and oversee analysis of IP for Sony’s US-based divisions.

“I am absolutely thrilled to embark on this exciting journey with Sony Pictures Entertainment and get the opportunity to collaborate with so many brilliant studio and creative leaders like Katherine,” Missad said. “I can’t wait to bring my dedication to audience-centricity and insights to the team, combined with the passion we all have for creating the most compelling stories and IP. I’m excited to contribute in any way I can to our shared success.”

Most recently, Missad was the head of global corporate research, data analytics & insights at Warner Bros. Discovery. She was with the company for seven years in total in a number of roles, covering motion pictures, streaming/DTC, WBTV, international, sports, news, gaming, franchise development, and consumer products/experiences.

Prior to that, Missad was with Mattel in various consumer insight positions, including work on the launch of the culturally diverse Barbies line and Curvy Barbie. She has also worked with companies like Procter & Gamble, Pfizer, Johnson & Johnson, and Neutrogena.