MUMBAI: Hollywood just got a little more data-savvy, and Sony Pictures Entertainment (SPE) is leading the charge. Tania Missad, an industry veteran with a stellar track record spanning Warner Bros, Mattel, J&J, and P&G, has stepped into her new role at Sony Pictures Entertainment as executive vice president - insights, strategy & analytics.
Missad now spearheads the TV production insights & audience strategy teams for US & International TV productions, kids, game shows, and unscripted TV divisions. But this isn’t just another promotion—it’s a game-changing integration of Sony’s data solutions team with its TV production division, putting data, machine learning, and business intelligence at the core of decision-making.
Under Missad’s leadership, her team will leverage advanced analytics, data science, large language models (LLMs), neural networks (NNs), business intelligence visualisation, and data hygiene management. Missad expressed her enthusiasm for the role, stating, “Excited to continue to lead the amazing TV production insights & audience strategy teams for our US & Int’l TV productions, kids, game shows & unscripted TV divisions. This newly expanded remit involves joining our data solutions organisation with our TV Production team, which is a game-changer for audience centricity & data-informed strategy at SPE.”
Missad’s role isn’t confined to one corner of Sony Pictures. She will collaborate with multiple key divisions, including worldwide TV distribution & home entertainment, The Fandom Network, IT, and MPG/Features. This cross-functional integration will ensure Sony’s storytelling strategy aligns with evolving audience behaviour and cutting-edge analytics.
With a career spanning top entertainment and consumer brands, Missad has become a leader in audience insights and data-driven strategy. Before joining Sony, she was at Warner Bros. Discovery as global head of corporate research, managing data science and consumer insights for major franchises like Harry Potter and DC. She previously held leadership roles at Mattel, Johnson & Johnson, and P&G, shaping strategies for brands like Barbie and Neutrogena.
Missad’s strength lies in blending qualitative research, data modelling, and business intelligence. At WarnerMedia, she led insights for HBO Max Kids and Warner Bros. Animation, fusing analytics with storytelling. Now, at Sony, she aims to redefine entertainment through audience-driven, strategic innovation.
