David Lawenda


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

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Jason Riveiro has been appointed as Senior Marketing Partner at American Modern Insurance (AMIG). Previously, Jason worked as Chief Marketing Officer at NAHREP (National Association of Hispanic Real Estate Professionals.) At AMIG, Riveiro will be working on strategy and branding.




The Interactive Advertising Bureau (IAB) announced that Craig Coleman has been named Vice President of Marketing, charged with harnessing data and analytics to drive the organization’s marketing efforts and to elevate its brand messaging across the industry.He joins IAB from Gannett, where he led digital product marketing and client solutions for Gannett Digital and USA TODAY.Prior to his time at Gannett, Coleman was Vice President, Marketing for Screenvision.Coleman earned a B.S. from the College of Liberal Arts and Sciences at the University of Connecticut.



On the heels of promoting Steve Mandala to president of Advertising Sales and Marketing, Univision Communications Inc.,announced a new leadership team to manage its portfolio of ad-driven platforms:





Jorge Daboub is being promoted to executive vice president of Local Media Sales. He will report to both Mandala and John Eck, Chief Local Media Officer.In his new role, Daboub will lead the sales team for all of television, radio and digital properties in Local Media, including national and local sales. Daboub will maximize the power of the UCI brand and reach while helping marketing executives across industries understand and harness the power of the U.S. Hispanic consumer.




Trisha Pray will broaden her role to serve as executive vice president of Sales and Client Development, leading all sales efforts in Chicago, Dallas, Miami, Los Angeles, and other growth regions. She will relocate to Chicago, her hometown, while continuing to report to Mandala. Pray has served as executive vice president of Network and Cable Sales overseeing the Univision Network and UniMás, as well as Galavisión and other UCI cable networks.




Jack Randall is being promoted to executive vice president of Business Development. He will continue to report to Mandala. Randall will oversee all Business Development function for UCI while leading a team of executives who help clients quantify, activate and optimize growth marketing to the Hispanic consumer in the United States. Prior to joining UCI, he held sales roles with Fox Sports and United Stations Radio Networks in both New York and Los Angeles.




John Kozack is being promoted to senior vice president overseeing New York Network and Digital Sales. He will report directly to John Kelly.Prior to his promotion, Kozack served as vice president of Network Sales for Univision Network since 2003.





John Kelly will expand his role from executive vice president overseeing Digital and News Sales to include oversight of the New York Network Sales team. He will continue to report to Mandala.Kelly continues to be responsible for helping brands and marketers create non-traditional solutions to connect with the growing segment of Hispanic America.






Carlos Deschapelles will continue to lead the growing sports portfolio as executive vice president, which includes the fastest growing sports cable network, UDN.  He will continue to report to Mandala.Deschapelles will be responsible for all sports sales across UCI’s expanding portfolio of sports properties and platforms, including Network TV, Radio and Univision Digital, which includes online and mobile—in addition to Univision Deportes Network (UDN).





CBS has appointed Facebook’s head of global marketing solutions David Lawenda as executive VP of digital sales and strategy. He will report to longtime CBS sales executive Jo Ann Ross and will spearhead CBS digital ad sales efforts and oversee all ad sales operations. Prior to Facebook, Lawenda served for five years as Univision’s president of ad sales and marketing





Jo Ann Ross has been elevated to the role of president and chief advertising revenue officer. She has served as president of CBS network sales since October 2002, when she succeeded Joe Abruzzese.







Dave Morris was named executive VP-advanced advertising and client partnerships. Morris, who reports to Ross, previously served as chief revenue officer for CBS Interactive.






Katie Ford is no longer president, managing director at Publicis Media-owned Spark Foundry. Ford will join Amobee as chief client officer. Ford is charged with the introduction and adoption of the Amobee Marketing Platform with brand and agency clients. Prior to joining MediaVest, Ford worked at Starcom for over 18 years







Vicky Free has been appointed senior VP of marketing for Disney/ABC Home Entertainment and Television Distribution. She was most recently executive VP and chief marketing officer at BET Networks, and prior to that was VP of entertainment marketing at Turner Entertainment Networks.








Longtime Mondelez International CEO Irene Rosenfeld will step down in November. Rosenfield will continue to serve as chairman of the board through March, when she will retire.







Dirk Van de Put, currently president and CEO of Canada’s McCain Foods, will be her successor.Van de Put will then add the chairman role.







R/GA has appointed Adrienne Walpole to its Austin office as managing director of client services.In the role, Walpole will be tasked with leading the office’s client services operations and serving as a strategic partner to clients across the agency’s roster while reporting to R/GA Austin vice president, managing director Candice Hahn.Walpole joins R/GA from GSD&M.





MPP Global, the technology company that delivers eSuite, an eCommerce platform, announced the ascension of key executives in New York City to support growth in the Americas on the heels of US$15 million in Series B funding, including:



Heath Podvesker as General Manager Americas.

Melissa Pegus was also appointed VP of Channel and Strategic Alliances and Trena De Landro named VP of Publishing and Media.



Rebecca Shpektor has been appointed director of public relations at TransMedia Group. Prior to TransMedia Group, Shpektor held an in-house public relations position at Dassault Systemes.






Performance advertising technology company SourceKnowledge is opening  new offices in Los Angeles and Toronto, expanding its presence in the U.S. and Canada. Headquartered in Montreal, the company has hired four employees to staff these new locations.Account executives Ryan Martinson and Mike DeMare will spearhead the Los Angeles office. The Toronto location will be supported by account executives Justin Brunette and Kevin Au.Martinson and DeMare will report to Jason Larocque, Managing Director, West Coast, while Brunette and Au will report to Shane Black, Managing Director, East Coast.


Warner Bros. Digital Networks officially unveiled Stage 13, a digital content brand and part of Warner Bros. Digital Networks. The brand showcases a new generation of creative voices charged with creating dynamic, unapologetic scripted and unscripted short-form series. Under the leadership of Diana Mogollón, SVP and General Manager Stage 13, Christopher Mack, SVP of Warner Bros Television and head of scripted content for Stage 13, and Shari Scorca, head of unscripted for Stage 13, Stage 13 has produced 11 series, a select group which have earned audience and juried accolades at this year’s Sundance, SXSW, Tribeca, LAFF, Series Fest and Outfest Film Festivals. Stage 13 will launch in October via YouTube, Facebook and at Stage13.com, with monthly series premieres. In addition, Stage 13 will have two series on Verizon’s go90 platform.



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A few tidbits from last week’s AHAA Annual Conference: The Rupert show, impreMedia’s plans, Total Market Definition, Is Facebook poaching employees from Univision? and more…

    • The Rupert Show

murdochHaving Rupert Murdoch, Executive Chairman of News Corp and the most powerful media owner in the world speaking at a Hispanic marketing conference was certainly a big coup for AHAA and a vote of confidence in the Hispanic marketing space. Murdoch  stunned the crowd by voicing his support for immigration reform and no caps for H1 visas: ““Immigrants or their children have founded 40 percent of Fortune 500 companies,” he said. “Pfizer, Google, eBay were all started by immigrants… and we will not get out of this recession until we give people (like Hispanics) the freedom to start small businesses.” And we ask: Why do Murdoch’s views not align with those of some of his most representative media properties like Fox News, The London Times and the New York Post?


    • Total Market Approach: Now we have a definition!

In collaboration with the Association of National Advertisers (ANA) and a broad coalition of brands and ethnic and general market agencies, AHAA unveiled an industry definition for Total Market. A very useful development as “Total Market” (buzzword?) now belongs to the most used Marketing terms. So here is the definition: A marketing approach followed by corporations with their trusted internal and external partners which proactively integrates diverse segment considerations. This is done from inception through the entire strategic process and execution, with the goal of enhancing value and growth effectiveness. In marketing communications, this could lead to either one fully integrated cross-cultural approach, individual segment approaches, or both in many cases, but always aligned under one overarching strategy.”

Leading Marketers presented examples of Total Market campaigns including Huggies, Kellogg’s, Pine-Sol and Wells-Fargo, where CMO Jamie Moldafsky showcased the company’s strategy is a mix of common core values with custom activations that satisfy cultural nuances and mindsets.

    • impreMedia’s plans

Lizbeth Rodriguez, the recently appointed National Marketing Director at impreMedia shared her plans for the Hispanic digital and print media company with Portada’s Editorial team. Rodriguez, who works closely with Hernando Ruiz-Jiménez, Executive Vice President and General Manager, East Division at impreMedia, says that her main mission is to integrate marketing efforts by utilizing the company’s multimedia platform. Advertisers, including retailer Macy’s, are increasingly offered a multiplatform approach (digital, video, print) with the objective of them taking advantage of impreMedia’s local properties (NYC, Los Angeles, San Francisco, Houston, Chicago and Orlando). Rodriguez calls this a total market approach with “local targeting”. impreMedia newspapers and websites are currently undergoing a redesigned under the leadership of Content Director Juan Varela.

    • Is Facebook poaching employees from Univision?

Facebook had a significant presence both in the program of AHAA as well as in the attendee count. The social media giant is investing substantial resources on its expansion plans in the Hispanic market.
Interestingly, many leading executives that work with Hispanic market accounts at Facebook come from Univision. In late 2013 Christian Martinez, previously Vice President of Network and Interactive Sales at Univision, joined Facebook to help run ad sales for the U.S. Hispanic market based in Miami. Similarly, late last year David Lawenda joined Facebook as VP, Global Sales. Lawenda previously had been  president of ad sales and marketing at Univision. Facebook has the technology and the audience, but it is obviously trying to get more muscle when it comes to reach out to Hispanic targeted brand marketers and agencies. Hence the move of some executives from Univision to Facebook.

What: David Lawenda has just joined Facebook as VP, Global Sales, US.
Why is it important: According to Carolyn Everson, to whom Lawenda will be reporting, he has a deep understanding of how to build brands and drive ROI for brands and agencies, crucial skills to lead marketing relationships on behalf of Facebook.

David Lawenda

David Lawenda has joined Facebook as VP, Global Sales, US, and will be reporting to Carolyn Everson within the Global Marketing Solutions team. Lawenda is now the leader of the US sales team at Facebook, overseeing sales and marketing relationships with the leading brands and agencies in the country. 

Lawenda, a Georgetown University graduate, began his career at DDB Needham. Before joining Facebook he worked at Univision, where he led sales and marketing for all of the broadcaster’s media assets, as well as Viacom, where he helped launch and brand both SpikeTV and UPN. In his statement of joining Facebook, Lawenda said: “From the people, to the platform, to the mission of connecting the world, I feel privileged to join and lead the US team.”

Carolyn Everson said that “David […] rebranded and launched networks while at Viacom and changed the way marketers thought about Univision as it moved from a multicultural/Spanish-language marketing tactic to a key marketing partner for some of the largest brands in the world. Throughout his career he’s not only managed and led, but he’s brought an entrepreneurial spirit and sense of evangelism to his teams and companies. He knows how to roll up his sleeves and inspire his team, and he’s worked closely with the best marketers and agencies across the US.”

We intend to help every marketer use the power of Facebook to drive their business in the years ahead. As media consumption continues to shift to digital, and consumers recognize mobile as the first screen, our team will support clients in redefining how they market on these platforms.

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