Maria Pineda-Rojas

​Maria Pineda-Rojas is the senior manager of research for Crown Media Family Networks, home of three linear networks, Hallmark Channel, Hallmark Movies & Mysteries, and Hallmark Drama; subscription video on demand streaming service, Hallmark Movies Now; and e-book publishing division, Hallmark Publishing. Pineda-Rojas is based in Los Angeles and reports to Donovan Batiste, vice president of research.


In her role, Pineda-Rojas manages the analysis and tracking of standard and custom reports on all Nielsen systems and social media databases, as well as other research data suppliers. She works in collaboration with Batiste to create weekly post mortem presentations outlining ratings and delivery results for all Crown Media original programming. In addition, Pineda-Rojas manages the review of collected data, including weekly reports for new series and original movies and oversees reports including daily overnights and audience composition. From a competitive research standpoint, she spearheads the development of monthly and quarterly analyses and tracks new relevant technologies.


Pineda-Rojas joined Crown Media Family Networks in 2013 as a senior analyst of research and steadily rose the ranks to become manager of research in 2015, and then senior manager in 2018. She worked closely with senior-level executives to provide strategic audience insights and direct workflow to service a variety of units across the company.


Prior to joining Crown Media Family Networks, Pineda-Rojas was senior research analyst of distribution for Twentieth Television. In this role, she was responsible for analyzing, developing, and writing local market presentations, one-sheets, and reports by tracking the performance of 20th programming and its competitors.


Maria holds a bachelor’s degree in psychology and Spanish from Pomona College.