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Leading entertainment and media market research company Screen Engine/ASI (SE/ASI) today announced the addition of Gustavo Ordonez, Daniel Christman, Sararuth Delice and Shelia Thompson to key posts to further build out the company’s senior team and service offerings.  Ordonez will head the Hispanic & Multi-Cultural Insights Group as EVP, Christman joins as SVP Cross Platform Group, Delice becomes VP Content and Marketing Research, TV Group and Thompson will serve as Executive Director Research Solutions. 

“The addition of Gustavo, Daniel, Sararuth and Shelia to our senior management team will enable us to continue to aggressively grow our streaming and cross platform research business, address the needs of the Hispanic community and execute across multiple service offerings,” said Kevin Goetz, founder and CEO SE/ASI. “We are deeply committed to serving all aspects of the entertainment industry, including further expanding our gaming and tech capabilities, and with this team in place, the opportunities are limitless.”

Gustavo Ordonez will lead the Hispanic & Multi-Cultural Insights Group as Executive Vice President, reporting to Holly Leff-Pressman, Chief Client Engagement Officer. Over the last 30 years Ordonez had held various positions at the Coca-Cola Company, McDonald’s, Disney, A+E Networks and most recently was head of Programming and Research at Univision.  He is based in Miami, FL.

With over 18 years of marketing, research, and data analytics experience, mostly at Sony Pictures, Daniel Christman joins SE/ASI as Senior Vice President of the Cross Platform group and will report to Mark Orne, Executive Vice President. While at Sony he worked in the Consumer & Shopper Insights Group and most recently in Global Brand Marketing. Signature campaigns included Venom, Spider-Man: Far From Home, Spider-Man: Into the Spider-Verse, Bad Boys for Life, and Monster Hunter. He got his start in market research at NRG. An innovator, he helped launch several new tracking products and was part of the IP Accelerator at Sony. 

Sararuth Delice will become Vice President of Content and Marketing Research, TV Group, reporting to Senior Vice President Monica Kemp. Prior to joining ScreenEngine/ASI, Delice spent 13 years with Discovery Communications where she most recently served as Research Director for TLC.  In her new role, Sararuth will manage content, marketing and custom research on behalf of various cable and streaming clients.   She is based in College Park, MD. 

Shelia Thompson boards as Executive Director Research Solutions, responsible for leading operations relating to qualitative research projects, reporting to January Khoshnood, Senior Vice-President Research Solutions.  She also serves on the National MRA executive board (Southern California) as the chapter treasurer. She is a Riva-certified moderator and has extensive experience in discussion groups, ethnographies and one-on-one interviews.   Prior to joining SE/ASI, Thompson was with Frank Magid Associates as Executive Director, Research Operations where she played a key role in project execution, coordinating logistics with operational teams (fieldwork, facilities, moderators, data processing), and partnering with these teams to drive projects forward on rigorous timelines.  

About Screen Engine/ASI

Screen Engine/ASI, headquartered in Century City, CA, is one of the top three data acquisition and analytics companies serving the international entertainment industry. SE/ASI conducts movie test screenings, creative advertising testing, in-theater exit polling, television program and promo testing, content lifecycle research, pre-release tracking of movie, TV & home entertainment titles, and a variety of digital entertainment research products through online, central site, and in-field intercept methods. As a full service research and information agency and consultancy, SE/ASI works all with all the major studios, television broadcasters, cable networks, streaming services, production companies and other leaders in digital entertainment to better identify and leverage opportunity and assess and manage risk.

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