juan varela


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!)

Mariano Otero has been promoted to general manager at Uber for the Southern Cone region. He had previously worked as general manager in Argentina.






Juan Varela is now business development and project manager at El Observador Uruguay. His main role consists of designing and implementing a new freemium business model and premium product for the digital subscription.





Burger King has named Citlali Mateos as new marketing manager for the Mexico region, reported AdLatina. She will be filling this new role from Burger King’s offices in Tijuana.






Best Buy has appointed Ricardo Rivera as head of marketing, PR and institutional relations in Mexico. Before his appointment, he had worked for Procter & Gamble during a decade.






Home-appliance firm Haier has named Francisco Marco as marketing manager. He will oversee all major-appliance operations in Spain.






Red Hat had named Manuel Jiménez as their new marketing manager for the Andean region, Central America, and the Caribbean. He will lead all marketing strategies, which will be more collaborative and better addressed to current demands of the technological market.





Diageo has appointed José Luis Eyzaguirre as new regional manager of their whisky brands, as reported by AdLatina. He will be based in Lima, where he’ll manage the brands Johnnie Walker, Old Parr, White Horse, J&B and Vat69 for Peru, Ecuador, Bolivia, Argentina, and Chile.




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!)

McDonald’s has appointed Lizette Williams to the newly-created role of head of cultural engagement in the US.






Media iQ has named Nicola Young as Vice President of Marketing EMEA. She joins having previously held the Director of Media position at Estée Lauder Companies (UK&I) and prior to this, she was Group Director of Marketing at Global Radio.






Juan Varela is now business development and project manager at El Observador Uruguay. His main role consists of designing and implementing a new freemium business model and premium product for the digital subscription.





David Sanchez is the new Digital Strategy Director at Kinitros. His main role will be to lead strategy for several CPG clients including Flexi, Salsas Castillo and others. He had previously worked as General Manager and Account Director at Captura Group since 2011.






The Hispanic Public Relations Association (HPRA), a non-profit organization for Hispanic PR & Marketing, has announced a new executive board to be led by diverse leaders representing corporate, agency, consultants, and media entities.





Veronica Potes, NBCUniversal, has been voted president of the 2018 HPRA Executive Board. Potes has been a part of the organization for more than a decade.





Rosemary Ravinal, Univision Communications Inc., will serve as president-elect at HPRA for 2018.






PebblePost, the inventor of Programmatic Direct Mail®, has announced the addition of veteran media salesperson Rich Flynn as VP Sales, Automotive. Flynn has extensive experience in the automotive space through previous positions at AOL and Sports Illustrated.





RedPeg Marketing, a nationally recognized brand experience agency whose clients include Accenture, GEICO, Square Enix, TD Bank, Francis Ford Coppola Winery and more, has announced the appointment of Fredda Hurwitz as the company’s new CMO.





The Chicago Fire Soccer Club announced the promotion of general manager Nelson Rodríguez to serve as president. He is a deeply experienced leader on both the technical and business sides of the sport.






Apart from Nelson Rodriguez’s appointment, the Chicago Fire Soccer Club announced the addition of long-time sports and entertainment executive, John Urban, to serve as the club’s new chief operating officer.





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

Click here for previous Latam Changing Places editions

descargaJuan Pablo Suarez is the new Sales Manager Latin America at Criteo based in Miami. This position was previously held by Carolina Gutierrez. Previously Suarez worked at Magnetic. Suarez will be reporting to Tiago Felix, Sales Director Latin America. Criteo works with Internet retailers to serve personalized online display advertisements to consumers that have previously visited the advertiser’s website. The company currently operates a total of 30 markets around the world and is headquartered in Paris, France.



descarga (1)Twitter has named Maria Teresa Arnal General Director for Spanish-speaking markets in Latin America, including Mexico, Colombia and Argentina. Maria will continue working with IMS (Internet Media Services) teams  in Argentina, Colombia, Chile and Peru, among other markets where the company currently operates. Maria will work from Twitter Mexico’s office and report directly to Guilherme Ribenboim.






AAEAAQAAAAAAAAh9AAAAJGQzZjcxM2U0LWE2MWItNDAxZS1iZDViLTExNTQ0ZjU0NmQ3MwJuan Varela is the new managing director of Spain’s Diario de Tarragona. Previously, Varela worked at impreMedia as Vice President of Content.





vanesa turturielloAdsmovil has announced the appointment of Vanessa Turturiello as its new Sales Manager for the Southern Cone.





UniScott Kirby named president of United Airlinested Continental Holdings, Inc. (UAL) announced that Scott Kirby has been named president of United Airlines. In this newly created role, Kirby will assume responsibility for United’s operations, marketing, sales, alliances, network planning and revenue management. Kirby’s appointment is effective immediately and he will report to Oscar Munoz, United’s CEO. Kirby joins United from American Airlines, where he held the title of president since the merger of American and US Airways in 2013.




descarga (2)Rodrigo Lema is the new innovation and technology director of BBDO Argentina.





descarga (3)Santiago Lucero is the new head of creative South Cone of Facebook.






impreMedia’s New York daily newspaper El Diario just revealed a new editorial design and format. Portada asked Juan Varela, VP Content at impreMedia and the brain behind the redesign, about the “new” El Diario. Varela joined impreMedia as VP of Content in 2013. In this role, Varela is responsible for content creation across all of impreMedia’s platforms including newspapers, magazines, custom publishing and digital properties. El Diario currently has a weekday circulation of 35,000 and more than one million unique users on its website as well as more than 300,000 fans on Facebook.”


El Diario redesignWhat type of digital and print properties should a Hispanic community publication like New York’s El Diario have? Juan Varela, VP Content at impreMedia seems to have the answer. “We are trying to redefine the concept of a quality popular newspaper. We took the best of tabloid press in the US with the experience of the reinterpretation of popular tabloids specially in Latin America. But today print design is as important as the experience in mobile apps and tablets. We are trying to cross borders between print and digital and merge the news needs with the impact and colorful experiences of mags and their reinterpretation in tablet design.” One major question relating to any newspaper redesign in the digital age is whether the editorial design fits with the online design. According to Varela, “it is more a question of content architecture and structure, not only design. The new print newspaper leaves the section concept and adopts a dynamic structure around topics with hashtags. This is the same structure and navigation compared to digital. We are building a unique experience for our audience and speeding up the convergence in the newsroom.We are rethinking the newspaper from mobile and social networks to achieve the same reader experience in print and digital. Our journalists are producing a lot of content digital first in our sites and in social networks, and afterward we use this content to publish the paper.”

It is more a question of content architecture and structure, not only design.

Varela adds that the new “El Diario tries to take advantage of digital formats and shows contents and news with the same dynamic navigation and using resources that readers use everyday with their mobile phones, social networks and other devices.”

Stag is the new Font

Varela notes that the new font is Stag, a very contemporary and modern typography with a lot of versatility to produce different digital and print products.”Stag is a reinvention of the old Egyptian families of types and a strong and modern look. Legibility is one of our obsessions and these are fonts with a great distinction, combination of soft and strong forms and a large x-height. (In typography, x-height is the distance between the baseline of a line of type and tops of the main body of lowercase letters The x-height is a factor in typeface identification and readability.)

Ad-integration in Editorial?

Varela notes that the “new El Diario adds more non traditional ad positions to maximize ad effectiveness with better integration with editorial content.” Will other impreMedia newspapers and websites  such as La Opinion in Los Angeles  be doing similar changes?

This new structure and design allows us to gain productivity with people working digital first in several newsrooms and adapt common content for local experience.

“Yes, we have been working on a flexible content structure for our daily newspapers to produce a similar experience with different look & feel, Varela notes.. “La Opinión and El Diario have different audience and different needs in terms of reader experience and how to show content. But this new structure and design allows us to gain productivity with people working digital first in several newsrooms and adapt common content for local experience.”

A career in Spanish-language Journalism

Juan VarelaJuan Varela  has more than 20 years of editorial, news and content creation expertise. Prior to joining impreMedia, he was a journalist, columnist and business and editorial consultant. He has worked with more than one hundred media organizations in twenty countries across Europe and Latin America as the owner and director of the media consultancy Mediathink.Varela was previously a media columnist with ElDiario.es in Spain from 2012-2013. He has authored the media and journalism blog Periodistas 21 since 2002, and in 2004, the blog received The Bobs Prize of Deutsche Welle, recognized as the best media blog in Spanish. Varela was a columnist forEstrella Digital, a national news website in Spain from 2008-2012 and a columnist at Soitu.es, aMadrid-based news website from 2008-2009. He was the founder and executive editor of the news website ADN.es in 2007 and worked from 1999 to 2005 with Vocento, the main group of Spanish newspapers, to develop a multimedia plan to transform eleven regional newspapers in powerful multimedia news brands.Varela served as a columnist for the Spanish edition of Foreign Policy from 2004 to 2012, the research magazine Telos from 2005 to 2011, Cuadernos de Periodistas – the professional magazine of the Madrid Journalist Association – from 2005 to 2013, as well as other newspapers and magazines. He served as the managing editor of the national newspaper Diario 16 from 1995-1997. Additionally, Varela was both the managing director and art director of El Periódico de Catalunya in Barcelona from 1992-1995. From 1993-1995, he was the associate editor of Grupo Zeta, an owner of magazines and newspapers such as El Periódico. From 1990-1992, he was the founder, art director and managing editor of El Sol. From 1996-1999, Varela was CEO and General Manager of Mediacción Consultores, S.L., a news consultancy specializing in content, product, news business, newsroom organization and design. Varela is the author of two books, Blogs. La conversación en internet que está revolucionando medios, empresas y a ciudadanos, and La blogosfera hispana: pioneros de la cultura digital, both of which published in 2005.

What: Impremedia’s El Diario has revealed a new service-oriented and news content oriented editorial product .
Why it matters: The new design and format of El Diario attempts to increase the connection between the New York City – Spanish-language newspaper and its audience.

image001image002ImpreMedia, the Hispanic news and information company in the United States, has unveiled a new reader product for its brand, El Diario, the nation’s longest-publishing Spanish-language daily newspaper, with a renewed commitment to better address the needs of the Latino community and continue to serve as “El Campeón de los Hispanos,” (The Champion of Hispanics).

The new look of El Diario publication reflects impreMedia’s commitment to invest in its core brands and increase reader engagement.

The new El Diario provides an even more compelling reader experience and reflects the integration of social media into every page.

Main attributes featured in the new El Diario:

  • Emphasis on five key editorial and service-oriented categories: News; You and Your Family; Money and Jobs; Sports; and Entertainment; tips and recommendations, useful guides and how-to’s;
  • Original and more flexible content structure of interest to the New York Latino community : including education, immigration, health, housing, small business, jobs,  news about their native Latin American countries and communities, and much more;
  • An improved sports section : Covering soccer (fútbol) around the world, New York’s professional sports teams, and area youth athletics;
  • New format:incorporating social media commentary, more coverage and stories across multiple platforms,  reflecting the way readers assimilate information on digital and mobile platforms.
  • New cover design: featuring  engaging photographs and a new logo.

El Diario has been an integral part of our readers’ lives and of the Latino experience in Greater New York for over a century.This more modern and engaging El Diario, is intended to super-serve the readers’ experience, while integrating it into the multiplatform environment that we provide. It positions El Diario to be an even more visible and prominent presence in the 21st-century media landscape,” said Hernando Ruiz-Jiménez, General Manager of El Diario and Executive Vice President of impreMedia.

“We’re excited to offer our readers a new and enhanced El Diario that is much closer to our reader and the community. This new editorial approach reflects features that they have told us they want and provides the resources and tools they need to enrich and improve their lives today and in the future,”added Juan Varela, Vice President of Content for impreMedia.

Hilda García has been appointed VP of Multimedia Content & Community Development for Entravision, Portada has learned. García was most recently VP of Multiplatform Content and Information and Digital Content Director for ImpreMedia, based in New York City.

Hilda Garcia
Hilda Garcia, VP of Multimedia Content & Community Development, Entravision

Garcia’s first day at Entravision is April 1. She will be moving to California, where the company is headquartered (Santa Monica, CA). Her position at Entravision is new and has been specially created for her. Entravision is likely going to use Garcia’s multimedia expertise to leverage all the Spanish-language content in its digital, radio and TV properties. Entravision is the largest affiliate group of both the top-ranked Univision television network and Univision’s UniMas network, with television stations in 19 of the nation’s top 50 Latino markets. In addition, Entravision owns and/or operates 56 primary television stations and also operates one of the nation’s largest groups of primarily Spanish-language radio stations, consisting of 49 owned and operated radio stations.
A native of Mexico City, García has worked for Grupo Editorial Expansión in Mexico and El Nuevo Día newspaper in Puerto Rico. She is also the co-author with Joe Kutchera of “EXITO: Su estrategia de Marketing Digital en 5 pasos.”

Entravision is likely going to use Garcia’s multimedia expertise to leverage all its content.

Changes at impreMedia

The departure of García comes on the heels of the resignation of Erica González, who earlier this month left her position as Executive Editor at El Diario/La Prensa, an impreMedia publication. impreMedia has not publicly announced the changes but according to an updated profiled on Linkedin, Juan Varela will now serve as VP,Content Director for impreMedia. Since Argentinean media group La Nacion bought ImpreMedia in March 2012, the company’s new owner  has made a series of personnel changes involving key sales, marketing and, now, editorial positions.

impreMedia, the Hispanic news and information company in the U.S., confirmed today the appointment of Hernando Ruiz-Jiménez, Executive Vice President and General Manager, East Division and Damián Mazzotta, General Manager, West Division. Juan Varela also has been tapped as the new Content Director. All three join impreMedia’s Executive Committee and report directly to Francisco Seghezzo, COO.

“The advertising industry is in constant flux and with these new appointments we are putting impreMedia in a better position to capitalize on emerging trends and opportunities,” said Monica Lozano CEO of impreMedia. “We’re tremendously proud to welcome Hernando and Juan to the impreMedia family and look forward to working closely with them and Damian to continue to innovate and deliver breakthrough solutions for our clients and partners,” added Francisco Seghezzo, COO.

As Executive Vice President and General Manager, East Ruiz-Jiménez is responsible for the National Sales, Marketing and Advertising Solutions departments and oversees the development of impreMedia’s El Diario La Prensa in New York, La Raza in Chicago and La Prensa in Orlando. Ruiz-Jiménez most recently co-founded and served as Executive Vice- President of Wireless Idea, a mobile services company that creates and distributes digital content products. He previously held senior marketing and sales positions with PepsiCo and Diageo North America where he led multicultural, national and international marketing efforts and implemented innovative brand and sales growth strategies.

In his new role as General Manager, West, Damian Mazzotta oversees the development of impreMedia properties La Opinión in Los Angeles, El Mensajero in San Francisco and Rumbo in Houston. Mazzotta began with impreMedia developing the 2013 consumer  marketing plans and was promoted to VP, Business Development. Within his first year Mazzotta successfully launched numerous brand name products including partnerships with ESPN Deportes, Disney Publishing and TV celebrity chefs to leverage the engagement with impreMedia´s audiences in Los Angeles and New York.

In his new role as Content Editor, Juan Varela will play a central role in impreMedia’s ongoing transformation from the largest Spanish-language newspaper holding company in the country to the leading provider of multiplatform content, news and marketing solutions for the U.S. Hispanic market. Varela will be responsible for content creation across all of impreMedia’s platforms including newspapers, magazines, custom publishing, and digital properties. He brings more than 20 years of editorial, news and content creation with some of the most important media organizations throughout the U.S. and Spanish-speaking Americas.

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