What: GroupM Multicultural appointed Nelson Pinero as Senior Digital Director, Senior Partner.
Why it matters: Pinero will help brands engage multicultural audiences across all digital platforms. Pinero will be based in New York, and report to Gonzalo del Fa, President, GroupM Multicultural. GroupM manages billions of dollars in media spend targeting multicultural consumers through agencies including Mindshare, MEC, Mediacom, Maxus and Xaxis.
GroupM, the global media investment management company, has announced that GroupM Multicultural, the unit charged with integrating and negotiating multicultural business across GroupM’s umbrella of companies, appointed Nelson Pinero as Senior Digital Director, Senior Partner.
Pinero’s role will be wholly devoted to digital, representing multicultural interests across all investment and programmatic teams both internally at GroupM and its agencies including Mindshare, MEC, Mediacom, Maxus and Xaxis.
Pinero joins GroupM Multicultural from MEC, where he serviced several industries and accounts including retail (IKEA), QSR (KFC), and travel (Marriott). Prior to MEC, he spent three years on the Sprint team at Mindshare where he served on the digital team to lead geo-targeted and behavioral targeting campaigns, as well as the early adoption of programmatic solutions. Pinero also held roles at at DMB&B (Mediavest) where he gravitated towards technology based accounts (TheStreet.com and Epic Games), as well as Dentsu where he managed media planning for Canon Digital Cameras and Computer Solutions for over three years.
Pinero is based in New York, and reports to Gonzalo del Fa, President, GroupM Multicultural.
External and Internal Digital Voice
“As our role in the market expands, we had an immediate need for someone who could focus on digital specifically, able to act as GroupM Multicultural’s point person and digital voice both internally and externally,” said Gonzalo del Fa, President, GroupM Multicultural. “Nelson has a passion for finding culturally nuanced digital solutions that enhance message delivery among multicultural audiences. His new role will assist negotiations with key digital partners within programmatic, video, social and search.”
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