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CHANGING PLACES: Carolina Santamarina, Diana Backlund, Patricia S. Caballero (Patty)…

People change positions, get promoted or move to other companies. Portada is here to tell you about it.


People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

Spanish Broadcasting System, Inc., a Hispanic media company, has announced the launch of ‘SBS Portafolio’ a cross-platform content development division designed to create and expand brand strategies utilizing all of SBS’ assets including Digital, Mobile, Television, Radio, Social Media and live experiences. Industry veteran Carolina Santamarina has been appointed Senior Vice-President of SBS Portafolio and will lead the formation of the new division effective immediately. Ms. Santamarina will be based in Miami, Florida and will report directly to Albert Rodriguez, Chief Operating Officer of SBS. In her new role, Ms. Santamarina will oversee and expand SBS’s strategic focus on developing alliances with key national partners, and leveraging unique sources of content to maximize brands’ marketing ROI through customized solutions centered on capturing vertical engagement.

Diana Backlund is the new Director International Sales at CQ Roll Call, part of the Economist group. Backlund leads the new international communications and advertising sales division for this leadership focused media company. Previously in her career, Backlund worked at The Washington Post and at Spanish news agency Efe.





Burson-Marsteller announced that Patricia S. Caballero (Patty) has joined the firm as Managing Director, U.S. Business Development. She will manage the U.S. region’s new business and marketing strategy to ensure new business growth across all practices, including Consumer and Brand Marketing, Corporate and Financial, Digital, Healthcare, Public Affairs & Crisis and Technology.  With more than 25 years of experience as a communications and marketing executive, Caballero has expertise in developing and implementing strategies that promote engagement, awareness and action. Earlier in her career, Caballero worked at Burson-Marsteller from 1993 to 2001 in a variety of capacities in the Public Affairs & Crisis and Corporate and Financial practices.



The Latin GRAMMY Cultural Foundation has  appointed of Becky Villaescusa as Vice President of Strategic Planning & Corporate Development. In this role, Villaescusa will report directly to Manolo Díaz, Senior Vice President of the Latin GRAMMY Foundation — the charity arm of The Latin Recording Academy®. The new appointee will mainly be responsible for the organization’s fundraising efforts and increasing awareness of the wide-range of programs offered by the Latin GRAMMY Cultural Foundation.




Henry Tajer will no longer be CEO of IPG’s Mediabrands after two years. He has been with Mediabrands for over 10 years.Tajer will not be replaced, but instead IPG Mediabrands chairman Philippe Krakowsky will now also handle that role.





Vincent Sollecito has been appointed president, ABC national advertising sales, for ABC’s eight owned-and-operated stations and their digital platforms. He succeeds Debra O’Connell, who was recently named executive VP, sales and marketing, at Disney ABC Television. Sollecito has been with the ABC-owned station group for 18 years and will lead a team of sales execs across nine regional sales offices.




Facebook plans to hire 3,000 more content moderators to keep crimes, suicides, and other violent acts from being shared on the social network.The 3,000 additional workers Facebook plans to hire will join the 4,500 content reviewers already employed by the social giant around the world. Zuckerberg said the new moderators will help review the millions of posts that are flagged by Facebook users each week.




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