Tania Missad
About Tania Missad
From a very young age, I was fascinated by other cultures and driven to understand how people all over the world live their lives. I’ve been fortunate enough to live in many different countries - growing up bi-culturally and learning about societies around the world. That fueled my passion to understand our shared world and why people behave the way that they do. I’ve been lucky enough to turn that passion into a career, where I get to study human behavior, most recently in the entertainment landscape. At heart, my job is to listen, learn, Illuminate & advocate for consumers. I head up research for some of our biggest media brands and kids properties - turning insight into powerful storytelling and fan understanding. But I don’t do it alone, I get to work with a large passionate group of people who are similarly interested in why we (humans) do the things we do. To inspire my team, I’m guided by the principle that to inspire others, you don’t shown them your superpowers you show them theirs. Now for the specifics: 25+ years experience harnessing the voice of the consumer to drive brand strategy, enduring innovation, award-winning content, and brand equity. Proven track record of success on the world's most beloved brands & Fortune 100 Companies such as Warner Bros, Harry Potter, DC, Looney Tunes, Hanna-Barbera, Cartoon Network, Adult Swim, P&G, Pfizer, Johnson and Johnson, Neutrogena, Barbie/Mattel, AT&T, and most recently HBOMax Kids. Lead a large team of researchers that drive consumer-centric strategy & insights for various businesses. Have had the privilege of leading strategic insights and research through all aspects of the business cycle - from trends & early ideation to new product and content development to advertising/promos/launch and activation research. Expertise in youth consumers (children, teens/tweens, millennials), CPG, beauty, entertainment and themed experiences. Many years experience with global, multi-country & multicultural research. Currently focused on the entertainment landscape - from linear to SVOD audience insights, content development and show testing, network/platform performance & analysis, digital platform insights, segmentation & brand health, and entertainment brand/franchise strategy. Passion for teamwork, high performance & development. Fluent in Spanish (native), French and English (like native). Working knowledge of Portuguese & Italian.