What: Entravision Communications Corporation has promoted Pulpo Media CMO María Lopez-Knowles to lead Entravision’s integrated marketing across its radio, television and digital properties, also as CMO. (UPDATED with Maria Lopez-Knowles comments below).
Why it matters: Appart from overseeing Entravision’s multimedia marketing efforts , she will develop and manage Entravision’s corporate marketing strategy in order to achieve the company’s strategic objectives. Lopez-Knowles will report directly to Walter F. Ulloa, Chairman and Chief Executive Officer of Entravision.
Entravision Communications Corporation, a diversified media company serving Latino audiences and communities, has announced that it has promoted María Lopez-Knowles from Chief Marketing Officer (CMO) of its Pulpo Media business unit to the newly created position of CMO of Entravision.
Lopez-Knowles will oversee Entravision’s multimedia marketing efforts across its diverse broadcast, radio and digital properties, as well as develop and manage Entravision’s corporate marketing strategy in order to achieve the company’s strategic objectives. Lopez-Knowles will report directly to Walter F. Ulloa, Chairman and Chief Executive Officer of Entravision.
Lopez Knowles tells Portada that her marketing strategy going forward is “definitely going to leverage our unparalleled Hispanic market acumen and insights, relative to acculturation and media preferences, to drive greater cultural and linguistic relevance across all media platforms and content, both above-the-line and online.”. “We are going to continue to embrace the Total Hispanic Market with deep respect for the nuances across the sectors, and remain true to our Entravision mission of service to the Latino community,” she adds.
How does a modern Media Company market itself?
According to Lopez Knowles in a data driven marketing world. “You leverage the comprehensive consumer data sets you have across your marketplace, and the behaviors and knowledge you continue to secure from your portfolio of media assets (offline and online), to better serve your respective targets – simple as that. You use data as your arsenal and make your business intelligence, actionable.”
Lopez-Knowles was previously a Pulpo Advisory Board member and joined Pulpo Media full time in August 2013 as CMO in charge of Marketing and Sales Planning. Before Pulpo, Lopez-Knowles served as President of GlobalHue Latino, a leading multicultural agency, and prior to that was at McCann Worldgroup (an Interpublic Company), where she founded and led a division of its MRM (McCann Relationship Marketing) Unit, exclusively focused on targeting acculturated Hispanics digitally. Lopez-Knowles has been the recipient of the ADCOLOR® Innovator award. A graduate of Loyola University of the South, and the University of New Orleans, she holds an undergraduate degree in Psychology and a graduate degree in Mass Communications, with a specialty in Film and Television. She is a second-generation Hispanic and is bilingual and bicultural.
“We’re pleased that Maria will expand her role at Entravision and lead our marketing efforts,” says Ulloa. “Her strong foundation in multicultural segmentation and in-depth Latino market insights across generations brings a unique skill set to this role. María’s over 30 years of advertising and marketing expertise make her the ideal candidate to further strengthen Entravision’s integrated approach to our marketing and digital businesses.”
“I am thrilled to increase my engagement across the Entravision organization,” says Lopez-Knowles. “Entravision’s understanding of the Latino market, and its commitment to embracing all segments of our Hispanic community, across all available media, is unparalleled in the industry. I share Entravision’s vision and passion and look forward to evolving the brand and its offerings, to better serve both our advertisers and the Latino market in its entirety.”
Entravision’s Pulpo division is a data-driven platform offering hyper-specific segmentation, personalized messaging, programmatic execution and in-depth analytics to marketers using its world-class proprietary technology. Entravision offers advertisers a one-stop solution that leverages Latino-focused television and radio properties, Hispanic Big Data and Analytics (Luminar), and Pulpo’s digital network.