Kelly Pena

Vice President, Disney Channels Worldwide Brand Research, Disney ABC Cable Networks Group

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Kelly Pena is Vice President, Disney Channels Worldwide Brand Research, Disney ABC Cable Networks Group, part of The Walt Disney Company.  She is responsible for strategic, brand and marketing research for the Company's wholly-owned basic cable networks:  Disney Channel, Disney XD, ABC Family and SOAPnet as well as Radio Disney.

Pena leads an international, cross-functional team that translates quantitative and qualitative data into meaningful actionable information required for the development of long-term strategies, growth initiatives and key business decisions.  Additionally, she oversees research with portfolio-wide relevance including cross-network custom research, segmentation and brand measurement studies, consumer trends and market intelligence.

Pena and her team work closely with multiple Disney divisions and internal clients, providing information and analyses to advance respective areas of the business. The groups include executive and senior management, ad sales, communications, business development and the brand and marketing groups.  She also leads the international research coordination for global initiatives to ensure the efficient exchange of information between the U.S. and Disney Channels around the world.

Pena joined The Walt Disney Company in May 2000 as Director of Research for The Walt Disney Internet Group.  She transferred to Disney ABC Cable Networks Group in October 2002 and has been instrumental in evolving the vision and curriculum for the worldwide learning-based brand Playhouse Disney, as well as a shared brand vision for the 27 Disney Channels around the world, and the Company's newly launched channel, Disney XD.

She was instrumental in the rebrand of Toon Disney to Disney XD, a boy-focused, girl-inclusive channel.   Pena and her team conducted extensive research that helped shape the channel and its online components in order to reach the underserved boy demographic.

Previously, she served as Worldwide Research Director for American Express and held research positions at Hilton Hotels Corporation and Applause, Inc.

Pena earned a Bachelor’s degree in Business Administration with a minor in Mass Media from New Mexico State University and a Master’s Degree in Journalism from Louisiana State University.  She resides in Los Angeles.