Luis Solis


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!)


Burson-Marsteller has announced Jonathan Stern‘s arrival as Managing Director and Market Leader of the firm’s Miami office, a key component of the firm’s Latin America business.  Stern will lead a team serving diverse clients, will be responsible for the strategic growth of the Miami operation, and provide senior counsel to key clients.






Adsmovil has announced the appointment of Alejandro Leyva as (CDO) Chief Data Officer. Based in Miami, he’ll be in charge of developing the data area for the Latin American and US Hispanic markets.






Dataxu, a software provider for marketing professionals, has announced the promotion of Tiffany Mosher to Chief People Officer. In this newly created role, she will expand upon her previous role leading global human resource operations and initiatives for the team of more than 350 employees.





Spanish Broadcasting System, Inc. has named Geraldo Arriaga as Vice President, Digital Media Sales of SBS, LaMusica App. In this role, Geraldo will spearhead all of the Company’s digital revenue efforts at the national scale and ensure SBS’s Digital Media programs are fully integrated into the network’s growing “Original Content Strategy.”





Luis Solis is now Director, Integrated Sales (Eastern Seaboard) at Meredith Corporation.







Michael Strober, previously VP of client strategy and ad innovation at Turner, is leaving the company. He has also been an integral member of OpenAP, the consortium developed by Turner, Fox and Viacom last year to help standardize audience buying on TV that goes beyond traditional, basic demographics.





The New York Times has promoted Gilbert Cruz, previously television editor and an innovative digital journalist in the world of entertainment and the arts, to Culture Editor of The Times. In the years ahead, Gilbert’s primary task will be to build and expand a powerful digital culture report to complement the journal’s print sections.





Ingrid Ciprian-Matthews has been promoted to Executive Vice President at CBS News, starting this month. She’ll continue to work directly with CBS News President David Rhodes overseeing day-to-day news coverage.







Chiqui Esteban is the Washington Post’s new Graphics Director. The paper’s Executive Editor Martin Baron and Managing Editor Emilio Garcia-Ruiz announced his promotion, praising Esteban’s skills an influence as department head for a year and a half.





Nuno Teles, a 14-year Heineken veteran who has been U.S. chief marketing officer since early 2014, is departing to take over as the president of Diageo’s beer division, which includes Guinness, starting in March. His replacement as of April 15 is Jonnie Cahill.





Marta Fontcuberta has announced her departure from The Coca-Cola Company, where she was global head of marketing communications based in Atlanta. She was distinguished by Adlatina and AdAge as one of the 14 Women to Watch when she was head of marketing communications in Latin America.



Magazine Media has been evolving to much more than print magazines over the last decade. To celebrate the brightest executives in Magazine Media, Folio Magazine  each year puts out a list of 100 leading professionals: 20 per category (Vision, Content, Marketing, Disruption, Revenue). In 2014, two executives belonged to the Hispanic Magazine Media Sector: Luis Solis, Associate Director of Integrated Marketing at Time Inc (within the Marketing category and interviewed below) and Enedina Vega, VP& Publisher, Meredith Hispanic Ventures  (in the Revenue category, watch out for next Tuesday’s interview with Enedina Vega).

The FOLIO: 100 brings together individuals in publishing from across all markets and mediums. With representatives from mass consumer titles on the cutting edge of digital, to those at niche B2B magazines thriving on print, it’s clear there’s no one way to define success. They each have their challenges though. Below Portada’s conversation with Time Inc’s Luis Solis.

Portada: Your Award was in the “Marketing Category”, what needs to be done to improve the marketing of the Hispanic magazine media category? What do you think has worked very well in your case?
Luis Solis, Associate Director of Integrated Marketing at Time Inc:  “I would love to see more programs lead by creativity, structure, innovation, and a clear vision of having consumers’ first in the marketing equation. This formula has worked very well for me, and in the past ten years I’ve been honored with ten awards, including the prestigious MIN Marketer of the Year recognition.I am an optimist by nature, so I always seek for the most optimal outcome. As a result, I came up with a formula that always supported this viewpoint and gave great ROI for my clients. It’s “C.I.C.S.I.”, and I pronounce it “Si, Si” like a double affirmation in Spanish:
· Consumers (always first): A purpose to provide a benefit to consumers; while touching, moving and inspiring them to take action.·
Insight: Know your audience and what’s meaningful to them
· Creativity: A great idea that touches the target audience‘s heart and core identity
· Structure: An idea is as good as a house of cards; add a solid structure, and you have a Japanese skyscraper with earthquake proof foundation.
· Innovation: Consumers want to be impressed, surprise them and win their support. Build a team that is willing to take risks, and ready to give their all to provide consumers a new best possible experience.
I just taught a class on the evolution of the Magazine industry at the NYU Stern of the School of Business, and I gave the students the same advice. If you give consumers an opportunity to experience/be part of something they find amazing and rewarding, they will in return give you their engagement, support, advocacy and product purchase – all KPIs in the books of advertisers.”

You work in a company that is predominantly in the general market. What would you advise executives in a similar situation to do in order to “convince” their management of the “Hispanic market opportunity”?
“Be a proven performer. Regardless of the company you work for, great results tied to new revenue is always welcome by management. Plan your work and work your plan. If you start your journey knowing this, then it is a matter of putting together a plan, stamina, and the vision to make it happen. Build your community of supporters. Salesmanship, Partnership, Selflessness, Passion and Professionalism are key to building your community. Make sure your management is part of this team. If you deliver, the trust and support will be parallel to the efforts you want to implement. Always have a plan B, C and D – Ideas are only as good as their executions, and you don’t know what can happen in the middle of a program. There is always a “mercury retrograde” around the corner. Having said that, it is about preparing for the worst, so you don’t fail like the rest. Have the solutions kit always at hand reach. If you fail, execute a complete analysis and identify all possible learnings that will set you closer to success next time you try. At the end we are all measured by performance and results.”

If you were to choose your Magazine Media star who would that person be?
L.S.: “No comment.”

Hispanic Magazine

Let’s not forget our roots. Mgazines allow advertisers to connect with consumers via their five senses; and that’s powerful for any marketer. You can see an ad, eat a food sample, smell a scent strip, touch and test make up samples, and hear ads with sound chips.

As we move into 2015 How do you see the Hispanic magazine media sector evolving what are the main trends you see?
“From an industry perspective, expect more company. Our industry is experiencing a great momentum and that has resulted in the addition of a number of new magazines, live-events, and sites in the market.From an audience perspective, have your millennial strategy ready. Most if not all advertisers are trying to win over this highly-desired audience. From a marketing solutions perspective, leading brands have content marketing, social, mobile and video now embedded in their RFPs. Brands are trying to communicate with their target audiences at all times leveraging all possible channels. Thanks to technology we have the capability to touch, move and inspire audiences 24/7. Lastly, magazines have evolved digitally to meet new consumer behaviors. However, let’s not forget our roots. Printed magazines allow advertisers to connect with consumers via their five senses; and that’s powerful for any marketer. You can see an ad, eat a food sample, smell a scent strip, touch and test make up samples, and hear ads with sound chips. That being said, it is our duty as market leaders to show the value of our products, audiences and lead the way with a “Si, Si” strategy.”

Check out next Tuesday’s January 20, 2015 Interview with Meredith Hispanic Venture’s Enedina Vega!