Idell (pictured) joins the company from Snap Inc, where she was head of US vertical measurement, leading Snapchat’s measurement strategy. Prior to Snapchat, she led Mindshare’s west coast offices and was the executive vice-president of client solutions at Nielsen. She has also previously held senior positions at 20th Century Fox, IAG Research and Initiative Media.

In the new role, Idell will oversee the functional research areas across WarnerMedia Entertainment, covering viewership, content, strategic market research, insights and analytics. She will also be responsible for product research, including research for the forthcoming WarnerMedia direct-to-consumer offer, HBO Max.

She will report to Bob Greenblatt, chairman, WarnerMedia Entertainment and Direct-to-Consumer.

Greenblatt said: “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. 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.”