Renata PolicicioSVP, Direct-to-Consumer Research at WarnerMedia
Renata Policicio is Senior Vice President, Direct-to-Consumer Research, WarnerMedia, responsible for leading the research team’s efforts, which focus on brand and market strategies, growth and content marketing, customer satisfaction, product strategy and user experience, as well as understanding the changing entertainment landscape and identifying potential and emerging trends as the industry and consumers evolve. Consumer insights are at the forefront of Policicio and her team’s work, and they have reviewed feedback from almost 170,000 HBO Max subscribers to ensure all company initiatives and platform updates have the most significant, positive impact.
Policicio and her team play a key role in informing critical decision making and business priorities. In collaboration with internal and external stakeholders, she provides guidance on the appropriate measurement, reporting, data systems and capabilities to successfully navigate the industry. In addition to this, Policicio and her team work to develop new and innovative ways of displaying and distributing data in a format that is comprehensible across various channels of communication.
Prior to her career with WarnerMedia’s Direct-to-Consumer research team, Policicio gained more than 20 years of experience researching and analyzing consumer trends at Fortune 500 companies such as ESPN, Turner and Microsoft. While at ESPN, she led global research teams spanning from the United States to Latin America, Europe and Asia. She and her team were able to glean actionable research insights into local markets and their specific consumer behavior regarding online viewing habits and programming trends. These insights provided guidance to deepen the understanding of the sports landscape and drove growth in more than 30 countries.
Before her time with ESPN, Policicio served as a senior research director at Turner International in São Paulo, Brazil, her hometown. While in Brazil, she also worked for Microsoft and Fischer America. She is trilingual and holds an MBA in business and marketing as well as a bachelor's degree in communications with specializations in consumer behavior and neuromarketing from Escola Superior de Propaganda e Marketing in Brazil.