Rafael Hernandez


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

EntravisionEntravision Communications Corporation has announced that its Luminar division, the data analytics and modeling provider focused on delivering insights on US Latino consumers, has added two new senior management positions. Esteban Ribero is the new VP  of Luminar Analytics. He will assist Luminar uncovering hispanic consumer insights and translating them into creative strategies. Ribero previously served as Vice President and Strategy Director at Leo Burnett/Lapiz and as Latin America Brand Science Director at OmnicomMedia GroupRafael Hernandez has been appointed to Vice President of Client Solutions, Luminar Audience Platform to lead the division in targeted ad buying. Hernandez will lead the development of programmatic strategies to achieve business and revenue goals for clients. He was previously Vice President and head of multicultural Initiatives at Diligant and has held sales management positions at Audiensescience, Fox International Channels and Batanga.

In addition, Entravision Communications has appointed Jose Villafañe to Executive Vice President of Entravision Solutions and Entravision Radio Network. His responsibilities include all national spot and network goals for Entravision owned and operated and partner radio stations. Previously, he worked as Senior Vice President for the company. Villafañe will be based in New York.

JB Perrette has been named president of Discovery Networks International.He will replace Mark Hollinger. Hollinger will lead the company across 220 countries.

Jill Byron has joined Glam Media as Senior Vice President of Marketing. She will be based in Brisbane managing sales marketing and client solutions She will report to Glam Media Chief Revenue Officer and President Dan Lagani. At her new position in Glam Media, Ms. Byron will be responsible for corporate marketing, PR & communications, marketing & client solutions, brand category development, consumer insights & analytics and video marketing solutions. Byron spent the last six years as VP Marketing or CBS Interactive, where she led marketing, brand building, strategic planning and program execution across major web properties.

The global digital agency, Critical Mass, has announced new leaderships for Chicago and Los Angeles offices. Amanda Levy has been promoted to General Manager leading business and operations across Chicago and Los Angeles, while continuing her role as Senior Vice President and client partner for Nissan and Infiniti North America. Joining Amanda as regional leaders are Suzanne Michaels who joins as Executive Creative Director and Lisa Penelton as Vice President of Marketing Science.

Suzanne Michaels is a creative leader with nearly 20 years of experience leading teams, concepting and executing brand programs and ideas. As Senior Vice President and Executive Creative Director, She will oversee the creative departments in Chicago and LA. Suzanne will report into Amanda and recently appointed CCO Conor Brady, and join the agency executive team and global creative council. Prior to joining Critical Mass, Suzanne was as DigitasLBi leading creative for TeamSprint and contributing to several major competitive pitch wins.  Lisa Penelton joins Critical Mass as Vice President of Marketing Science, overseeing clients across four offices. Lisa’ has experience in data science and marketing analytics field with expertise in driving long-term growth and multi-channel efficiency. She joins Critical Mass from Razorfish where she was Group Director of Consumer Insights, based in Chicago. Previously, Lisa built the analytics practice at DraftFCB and worked on the client side at United Way of America.

Jens Welin has joined Starcom USA as executive VP, managing director, and will relocate to Chicago from Sweden, where he was most recently global growth director for Starcom MediaVest Group EMEA. He will lead the agency’s Best Buy and Beam Inc. accounts.At the same time LISA HURWITZ has joined Starcom USA as executive VP, managing director for P&G North American Communications Planning. She was most recently executive VP, group account director at Arc Worldwide, where she led the shopper, digital and eCommerce businesses for P&G in North America and was P&G lead for Arc globally. Prior to Arc, she was with digital agency Razorfish. Starcom MediaVest has also appointed MATT KAIN, executive VP, global network client operations. He was most recently CEO-AsiaPacific for The Search Agency in Sydney, Australia. Prior to that he was managing partner and managing director at Mindshare Search in New York.

Read prior Changing Places weekly editions.

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

Rafael Hernandez is the new VP Client Solutions at Luminar Insights an Entravision Communications unit.  Hernandez until recently worked as Head of Multicultural Initiatives at Digilant.

Award-winning editor Vernon Loeb, who most recently worked as metro editor of the Washington Post, has been named managing editor of the Houston Chronicle. The announcement was made Wednesday by Hearst Newspapers President Mark Aldam and Nancy Barnes, editor and executive vice president for news at the Chronicle. Loeb, 57, will begin his new role in Houston on Jan. 15, and will report to Barnes.

Univision Communications announced the appointment of Mehul Nagrani as new SVP and General Manager of Digital. Nagrani’s Expanded Role Includes Oversight of Product, Technology, Revenue Operations and Analytics.

Alastair Lewis, International Director, Haymarket MediaHaymarket Consumer Media (HCM) announced changes to its structure designed to support and facilitate the rapid growth of its digital businesses. The changes to Haymarket Media Group’s consumer division will see Alastair Lewis take on the role of International Director, driving HCM’s growth globally and accelerating digital expansion overseas. The move will see Lewis promoted to the HCM Leadership Board. Lewis said: ‘I am hugely excited by the opportunity this new role gives me to continue to grow our brands in international markets. Haymarket has many long-established partnerships around the world with a diverse range of partners. As we align our business to better serve our audiences and clients across our chosen markets.

Performance mobile advertising company Massive Impact announced the appointment of Tal Perry as Chief Business Officer (CBO). Perry holds over a decade of experience from working at companies like AppNext and BetUKnow, where he oversaw all business development and marketing activities, handled the day-to-day operational aspects of the business, and executed the operations with online media companies.

Cynthia Riddell is no longer at Alcance Media, where she worked as Northeast Account Executive. Alcance Media has not yet announced a replacement.

HPRAThe Hispanic Public Relations Association expanded in 2013  with growth in the New York chapter as well as a new chapter in Chicago. Miami will son have its own chapter and join Chicago, New York, Los Angeles and Washington, D.C.
The Hispanic Public Relations Association’s New York Chapter announced the 2014 Executive Board elected by its members. Andy Checo, marketing director at MundoFox, has been re-elected as President of the organization. Federico Mejer, managing director at MGSCOMM was also re-appointed as Vice President, as was Veronica Potes, integrated marketing manager at Univision, who previously served as Secretary.  New to the board is Maria Amor, vice president at Formulatin, who has been elected as Secretary. Evelyn Galarza, public relations manager at Time Warner Cable was elected to continue serving as Treasurer, following her appointment by the board in mid-2013.   In addition to the elected board, HPRA-NY has established key committees which will be led by the following individuals: Sisko-Anthony Cruz, account supervisor at RL Public Relations will lead marketing, Melissa Castro, account supervisor at DKC Public Relations will spearhead the organization’s scholarship program, Julie Mendez, senior director at Tractenberg & Co. and Erika Sanchez, senior account executive at Child’s Play Communications will oversee membership and professional development.

The Hispanic Public Relations Association’s Chicago Chapter (HPRA Chicago) announced its 2014 Executive Board. Ozzie Godinez, CEO of PACO Communications has been named President of the organization and Cristina Alfaro, director of Diversity External Partnerships at McDonald’s Corporation will serve as Vice President/President-Elect. Edelman Media Executive Luis Agostini has been named Vice President; Mariana Mora, senior Hispanic PR associate with O’Malley Hansen Communications will serve as Secretary, and Jocelyn Jara, director of Multicultural at Golin Harris has been appointed Treasurer. In addition, Antonio Hernandez, managing partner of Globovoz Communications, will serve as Founder and strategic advisor to the board. In addition to the elected board, HPRA-Chicago has established key committees, which will be led by the following individuals: Ximena Beltran Quan Kiu, social media risk consultant at Walgreens will lead programs; Mabel Martinez, manager, Multicultural at Golin Harris will spearhead digital marketing and social media; Samantha Sosa, Hispanic marketing consultant with Blue Cross Blue Shield will lead the chapter’s membership strategies; and Olivia Mata, senior account supervisor, Corporate Communications at Edelman will oversee strategic partnerships and development.

Read prior Changing Places weekly editions.


DigilantTM announced that it is serving ads through the Facebook Exchange (FBX) Real-time Bidding System.
Digilant’s real-time bidding capability  enables advertisers to discover who their best customers are, and appropriately value the media where they appear. Digilant’s server is connected to Facebook Exchange.  With the new FBX integration, Digilant clients now have the opportunity to buy Facebook display inventory in the same manner.

Rafael Hernandez VP of Multicultural Initiatives at Digilant tells Portada that “Facebook Exchange provides a tool to cookie sync visitors of other sites with a unique Facebook ID. The ads appear in the right hand column and one can only target those that have already connected with the brand.”  “We help through the cookie sync process by placing the pixel that tags the ID’s on the brand site visitors.”

“For example, when a user visits the site of a brand such as Heinz, we tag the user, so that we can reach them through FBX, and deliver targeted remarketing messages. This brand site needs to be Facebook enabled in order for us to be able to tag the user correctly.”

How many Hispanics are on Facebook?
Hernandez explains that there isn’t an exact figure, but “with 150+ million Facebook users in the US, I would expect the majority of Hispanics to be available. Recently, some players in the Hispanic market have speculated that there are about 18 million Hispanics on Facebook. However, if you go into Facebook Advertising today to create an Ad to increase the number of “Likes” on your company page;  Facebook’s number of available Hispanic users shown to be around 7.5 million (18 years of age and older). Based on FB advertising 2.3 million approximately are Spanish-dominant. 1.5 million are bilingual and 3.7 million are English-dominant.”

According to Digilant, it will be the first to serve FBX ads direct to Mexico, further helping its clients scale throughout Latin America. According to a report released in October 2012, Brazil and Mexico are the second and fifth largest markets for Facebook,respectively, and Digilant has offices in both countries.



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