Jess Aguirre is Senior Vice President of Research for Hallmark Channel and Hallmark Movie Channel.  He oversees all television research activities for the Channels, including audience measurement, advertising research, marketing research and brand analysis.   

    He develops support materials and presentations for Hallmark Channel’s annual Upfront presentation, and works closely with the company’s marketing groups to enhance ongoing initiatives that help position the network as an industry leader.  Aguirre also works in tandem with programming to advise on scheduling tactics that help enhance viewer response and engagement and attract viewers during key times of the year such as holidays.

    Aguirre began with the network in August 2000 as Vice President, Research.  He worked closely with the head of worldwide marketing to develop and execute the re-branding research that was instrumental in the launch of Hallmark Channel in August 2001.  It is considered one of the most successful cable network launches in history.  Aguirre, who was promoted to Senior Vice President in 2004, manages departments in New York and Los Angeles.

    Prior to joining Hallmark Channel, Aguirre was Director, Network Television Research for Warner Bros. Television Productions from 1998-2000.  There he was solely responsible for the management and oversight of the research department.  He assisted the president, program executives and producers in developing, scheduling and promoting new and current primetime WBTV programs on all major cable and broadcast networks.  Aguirre assisted with the development, scheduling and promotion of primetime programs, including “The West Wing,” “Gilmore Girls,” “ER” and “Friends.”

    Previously, Aguirre was Associate Director, Primetime Research at the ABC Television Network.  There he functioned as a liaison between the New York-based research team and all West Coast entertainment units.  Aguirre also served as Manager, Research and Marketing Services at KCOP Television in Los Angeles.  He began his career at Warner Bros. Domestic Television as Market Research Manager, Domestic Television Syndication.

    Jess has a master’s degree in business administration from California State Polytechnic University and a bachelor’s degree in business administration from Loyola Marymount University.  He is on the Executive Board of Directors for the Media Ratings Council and a member of the Television Research Committee of the Cable Television Association for Marketing.  Jess is fluent in Spanish and serves as a consultant for Spanish Language and International Market Research.  He resides in Pasadena, Calif., with his wife and their two sons.