NBC has named Sumithra Barry senior VP of the net’s West Coast program research department.

It’s a big jump for Barry, who had previously served as director of program research for NBC Entertainment. In her new gig, Barry will now oversee primary research for all NBC programming.

“Sumi’s intuitive skills, commitment and experience make her a perfect fit for this crucial position,” said NBC Universal TV Group topper Jeff Zucker. “She’s a quick study and dedicated worker who provides the advanced research we need to keep NBC on top.”

Barry previously handled research for the Peacock’s primetime series, on-air promos, longform programs and specials. She also coordinated with the net’s program development and current programming departments.

Barry joined NBC in 2000 from Disney Channel, where she served as a senior research analyst.

Her resume also includes a stint at Astro Television in Kuala Lumpur, Malaysia, as a market research executive; and Advance Tutorial Center, also in Kuala Lumpur, as a marketing exec.