Sony Pictures Television has hired Tania Missad as EVP of Research, Strategy and Analysis.

Missad, who will be based on the Culver City lot, will report to SPT Studios President Katherine Pope. In her new role which she begins today, Missad will lead the research and analytics teams and oversee analysis of IP for SPT’s U.S.-based divisions. In addition to scripted, she will be overseeing research for SPT Nonfiction and Kids, we hear.

“A deeply respected leader, Tania brings curiosity, rigor, and passion to her work. 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,” said Pope.

Missad moves to SPT from Warner Bros. Discovery where she most recently served as Head of Global Corporate Research, Data Analytics & Insights. Over her seven years at Warner, she held numerous positions and led teams of global researchers, data scientists, and social analytics experts, touching all divisions including motion pictures, streaming/DTC, WBTV, international, sports, news, gaming, franchise development, and consumer products/experiences. Prior to that, Missad held a number of consumer insights positions at Mattel, where she played an integral role in the evolution of the Barbie brand in both content and products.

“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,” said Missad. “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.”

Over the course of her career, Missad also has worked some of the world’s largest companies and brands such as Procter & Gamble, Pfizer, Johnson & Johnson, and Neutrogena.