Jason Riveiro


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The Interactive Advertising Bureau (IAB) has named Susan Hogan senior vice president of research and measurement. Prior to this, Hogan was a media consultant in the digital space.





Lisa Ruiz-Rogers has been appointed managing director by PR agency ROX United, of UNITED COLLECTIVE. Ruiz-Rogers will be responsible for all public relations and activations for the agency.





Marketing professional with nearly 20 years experience, Jason Riveiro, has been appointed National Director, Growth Markets by Realogy Holdings Corp.






José Antonio Ortega Carrero has been named delegate advisor of Prisa Brand Solutions USA and executive VP of Prisa Noticias Latam.






CBS has appointed Richard Parsons as its interim chairman. Parsons held the role of chief executive at Time Warner from 2002 to 2007.






Adam Mosseri has been named the new boss of Instagram by Facebook. Previously, Mosseri was Instagram’s head of product and he also served as design director for Facebook’s mobile apps.





Laura Gentile is the new senior vice president of marketing of ESPN. Gentile will be responsible for developing and managing all aspects of the ESPN brand across all media and building upon a catalog of award-winning creative.






Rob Perillo has joined Klunk & Millan Advertising. Rob will lead the agency’s creative team, integrating digital, social, and web design.





A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

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  • Post Holdings Brands

Post Holdings Brands has selected Minneapolis agency Public Works as agency of record for its cereal brand Honey Bunches of Oats. Public Works already works with a number 0f Post brands, including Pebbles, Honeycomb, Malt-O-Meal and Great Grains, but Honey Bunches of Oats represents the largest assignment from the client. The agency, which launched last year and employs around 13, also works with the NHL’s Minnesota Wild and Warner Bros. In 2016, Post Consumer Brands appointed LatinWorks Hispanic Marketing Agency of Record for its Hispanic-investment brands. Spark-MediaVest(now Spark Foundry) will remain Post Consumer Brands’ media agency of record.



  • Cardenas Markets LLC

The newly formed Cardenas Markets LLC, the result of the recent merger between Cardenas Markets and California-based Hispanic chains Mi Pueblo Markets, aims to become largest Hispanic retailer in U.S. by adding between 5-10 stores per year going forward. According to John Gomez, the combined company’s CEO, Cardenas Markets has grown 50% in the last six months. Gomez suggests the strength comes from marketing to a growing demographic such as the Hispanic. The company is considering using only the Cardenas brand and operating model in the near future and shedding the Mi Pueblo label.Based in Ontario, Calif., Cardenas Markets currently has 47 stores with 15 being from the former Mi Pueblo network and one a result of the merger.The company is currently only operating on the West Coast and along the Southwest but hopes to expand towards the East in the future.

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • Amazon

E commerce giant Amazon, which last week launched a review of its global media planning and buying account, is targeting Hispanic consumers to lure them away from traditional retailers like Target and Walmart, and those consumers are responding positively, Ad Age reports. Amazon is drawing away more Hispanic sales dollars. Hispanic consumers are shopping less at retail stores, citing an 11% drop in shopping visits by Spanish-dominant households in November and December. Meanwhile, Amazon has started a Spanish version of its website and is offering Amazon Prime subscriptions in Mexico. In a survey by market research company IRI, some 23% of U.S. Hispanics said they shop with Amazon at least monthly, compare with 20% of non-Hispanics.The buying power of the nation’s 57 million Hispanics reached US$1.4 trillion last year, 10% of the U.S. total, according to Nielsen. IPG Mediabrands Initiative handles Amazon global media AOR, while WPP’s MEC handles U.S. digital media-buying.

  • Chobani

The yogurt maker Chobani is undertaking a refocused marketing and sales plan to beat rival Dannon as the largest yogurt company in the U.S., Ad Age reports. Its new strategy will be to roll out a new organizational structure: Chobani’s sales, marketing, insights, product innovation and other units, which were largely operated separately, have been brought together in one department, allowing the company to operate with more speed and agility. The brand has also plans for a different sales approach. Chobani currently holds about a 20% share of the overall yogurt market, with about 38% of the Greek Yogurt market.


  • Target Corp. 

Target Corp. announced a US $14 million commitment to youth soccer through two new national initiatives, including an US$8 million local grant program, and a US$6 million partnership with the U.S. Soccer Foundation to build 100 new soccer play spaces by 2020. These are the latest investments by Target in the country’s fast-growing youth sport, and build on relationships with Major League Soccer, Minnesota United FC, US Youth Soccer and the U.S. Soccer Foundation, which were unveiled earlier this year.Through a national application process, Target will provide US$1,000 grants to eligible schools, government agencies, non-profit organizations and non-profit regional/local soccer organization on behalf of each Target store and distribution center in the U.S. All eligible organizations can apply online at Target.com/grants through noon CST Aug 30. The first year of grants will be awarded in November 2017.The first three play spaces built through the partnership will come to life in Chicago – home to the 2017 MLS All-Star Game presented by Target – in 2017. Additional locations and cities will be announced at a later date.The announcement deepens Target’s commitment to furthering youth soccer’s considerable growth in the U.S. and builds on the retailer’s current support of US Youth Soccer.

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.




We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

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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!)

Join us at PORTADA Mexico!

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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People change positions, get promoted or move to other companies. Portada is here to tell you about it. (UPDATED: With comments from Jason Riveiro.)

(Looking for your next Career move? Check out Portada’s  Career Board!)
For prior Changing Places editions, click here.

13a5ad2Jason Riveiro has been appointed CMO of the National Association of Hispanic Real Estate Professionals (NAHREP)  based in Columbus, Ohio. “As the first ever, Chief Marketing Officer for the organization, I will be leading all marketing efforts for NAHREP and its over 20,000 members. A strong focus will be placed on updating our digital properties and working toward providing content that speaks to Hispanics around economic empowerment and homeownership.” Riveiro will work until the end of this week as Multicultural Marketing Manager at Big Lots. At Big Lots, no replacement for Riverio has been annnounced so far. Brandi Ply, Director of Marketing Strategy at Big Lots, will be managing multicultural marketing until the company finds a replacement for Riveiro. NAHREP is based in San Diego, CA.


3oZJLBt0Alejandro Gomez, a former director of Mexican sports daily Record based in Mexico City, is in charge of both the U.S. Hispanic and the Mexican Edition of As. The newsdesk for the just launched U.S. Hispanic edition of As is located in Miami. It has 7 reporters, including sports journalist Daniel Hidalgo, who recently relocated from Spain.



130cbe7 RtYRnW90_400x400Miami based C-Com Group, Inc. founder Luis Gonzalez and Miami based MGSCOMM founder Manuel Machado (photo) will Co-Chair the new growth strategy for the C-Com Group, HispanicAd reports.


descargaCoke Veteran Wendy Clark debuts as Omnicom Group’s DDB agency new North American chief. She was tapped back in November. Her last agency post was at Omnicom’s GSD&M as director of client services from 2001 to 2004. She spent four years at AT&T (as an Interbrand client of Chuck Brymer, DDB Worldwide’s current CEO), before moving to Coca-Cola in 2008. Most recently, she served as the beverage giant’s president of sparkling brands and strategic marketing for North America.

Nicole-Brassard-JordanThe New Hampshire Liquor Commission has a new director of marketing, merchandising and warehousing.Nicole Brassard Jordan, a 27-year commission employee, previously served as a wine marketing specialist for the organization.She joined the commission in 1988 as a retail store clerk before being promoted to manage two of the commission’s liquor and wine outlet locations, in Bedford and Hooksett. Beginning in 1999, Jordan served as wine merchandising specialist for three years before she became wine marketing specialist.

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