Sony Music is uniting the functions of its Strategic Analytics and Data Science units and putting the combined entity in the purview of Rachel Chernoff, who takes on the newly created role of SVP Data Science & Analytics.

Based in New York, she will report to Global Digital Business President Dennis Kooker.

Chernoff will continue to enhance and develop the analytics and data-science tools, techniques and expertise that support the needs of Sony Music’s labels and businesses around the world. She will also oversee SME’s data capabilities relative to external partners.

“Rachel is a talented and experienced executive with a proven track record of accomplishments,” said Kooker. “As the market continues to evolve, data science and analytics are increasingly important capabilities for supporting and maximizing the creative and commercial goals of our artists, labels and businesses, and we look forward to her driving the strategy that leads to insights for SME stakeholders.”

Chernoff served as SVP of Partner Development for SME for the last three years, responsible for driving revenue and growth opportunities with the company’s largest commercial partners around the world. She also led the Global Digital Business group’s Partner Development team.

She was previously VP, Analytics & Research for SME, working in the GDB’s sales team to generate data and insights after playing a number of different analytics roles at Sony Music.

Among other feats, we’re guessing Chernoff figures out why hits are hits, something we could stand to bone up on.