WarnerMedia Entertainment has named former Snapchat exec Cheryl Idell EVP and chief research officer of WarnerMedia Entertainment and Direct-to-Consumer.
She will report to Bob Greenblatt, chairman, WarnerMedia Entertainment and Direct-to-Consumer.
Idell will be responsible for overseeing the functional areas of research across WarnerMedia Entertainment, centralizing expertise in viewership, content, and strategic market research; insights; and analytics. Her purview will also include product research and all aspects of research for the upcoming WarnerMedia Direct-to-Consumer offering HBO Max.
“As the evolution of video consumption continues to move at a rapid pace, staying at the forefront of technology, consumer trends and future capabilities is imperative for our success,” Greenblatt said in a statement. “Cheryl’s background in technology and entertainment makes her the perfect candidate to lead our research teams and build an industry-leading research practice that will take us into the future.”
“I could not be more excited about the opportunity to work for Bob and alongside the exceptional executives and creators at WarnerMedia,” Idell said in a statement. “It is such a thrilling time to be working in this business and WarnerMedia Entertainment has emerged as one of the biggest, boldest players through creativity and innovation. The company’s best-in-class brands, networks and programs make this a truly irresistible opportunity. I can’t wait to lead this incredible research team and help shape the future of audience insights and engagement through a combination of linear, streaming and direct-to-consumer data, research and analytics.”
Idell most recently served as head of U.S. vertical measurement at Snap Inc. where she led Snapchat’s measurement strategy and the resulting execution across all U.S. advertiser clients. Idell’s team was responsible for providing solutions and strategic guidance to advertisers on measurement and optimization of the online and offline impact of Snapchat advertising.
Before her stint at Snapchat, Idell led Mindshare’s West Coast offices, working with clients across a diverse array of sectors including studio/entertainment, consumer packaged goods, spirits, retail and travel/hospitality. She was also the EVP of client solutions for Nielsen, holding leadership roles focused on driving Nielsen’s revenue growth through development of media analytics and research products, solutions, strategies and practices. Prior to joining Nielsen, Idell held executive level positions at 20th Century Fox, IAG Research and Initiative Media.