What: Multicultural and Latin American digital publisher Batanga Media named Guillermo Abud as Head of Global Business & Programmatic and Alexandre Jordao as CRO. Both are newly created positions.
Why it Matters: The appointments of the two executives support the company’s growth and expanding client demand. They also reflect Batanga’s strategy of developing branded content programs and programmatic partnerships.
Multicultural and Latin American digital publisher Batanga Media announced the appointment of two executives in order to support the company’s growth and expanding client demand: Guillermo Abud and Alexandre Jordao.
By hiring Guillermo Abud as Head of Global Business & Programmatic, and until recently VP Digital Director, Mediavest 42°, Batanga Media taps into a seasoned executive with strong brand and agency contacts. Abud tells Portada that in “the past nine years at Starcom Mediavest Group in Latin America and U.S. Multicultural, I’ve gained extensive experience building strategies, planning and buying, as well as developing partnerships alongside some of the most talented professionals in the industry. Most recently, at the helm of the creation and implementation of a very unique Multicultural programmatic solution built on talent, content/inventory and data, I believe that I can play a key role providing Batanga Media’s clients with valuable expertise and partnership.”
One area Abud will concentrate on is the development of programmatic trading partnerships. Abud notes that “Batanga Media is already conducting business with the main agencies and advertisers in the U.S. and Latin America, but I think that the main programmatic opportunities lie within Batanga Media’s 1st Party Premium Data, Native and branded content capabilities. It’s well known that it’s hard to find premium/high quality Hispanic and Latin American video, that’s why I think that Batanga is unique since we have the ability to create unique Data deals, marry it with great custom content -Text, Video or Native- to then promote it within our O&O properties or even extend buys across the web delivering results.”
Growth Opportunities in Video and Native
Abud sees the largest opportunities in the growth of Video and Native. “Video and Native are the main growth areas in Latin America and for the U.S. Hispanic markets, however Native is an untapped opportunity that only few can leverage. Batanga Media’s owned and operated properties have 95 million users, that’s a lot of eyeballs that are interesting to most agencies and advertisers. In addition, Batanga Media’s amazing content production capabilities can be applied to programmatic.”
Video and Native are an untapped Opportunity that only few can leverage.
Jordao, CRO Leading Global Sales
Alexandre Jordao has been named to the newly created position of Chief Revenue Officer, Batanga Media. “I will be based in Miami, overseeing all of our clients, including Brazil, Argentina, Mexico, Pan Regional and U.S. clients. We have a sales director or VP of sales in each of these markets that will report directly into me”, Jordao tells Portada. Previously, Jordao was Vice President of Sales for Latin America and Brazil at Batanga Media, based out of Sao Paulo. Guillermo Abud will report to Jordao.
An important focus area for Jordao will be the development of branded content partnership. He notes that ” since 2015 we have developed branded content for over 65 brands in the U.S., Latin America and Brazil, all of which are leveraged socially. In Latin America we have developed branded campaigns for brands such as Mac and L’Oréal cosmetics, Citi Cards, Nesquik, Samsung and Glade, among others. In the U.S. we have worked with several of the General Mills brands such as Betty Crocker and Pillsbury, Extra Gum, Mazola, Toyota, and Carefree.”
In 2015, Batanga Media’s owned and operated properties, Batanga.com, iMujer.com and BolsadeMulher.com grew over 110%, and now reach over 90 million unique visitors every month. Additionally, the properties’ social media footprint now includes over 26 million fans and subscribers, which consume and share content across platforms such as Facebook, Twitter and You Tube.