Rick Gomez


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!)
Click here for previous Changing Places editions

Univision Holdescarga-7dings, Inc. and Grupo Televisa announced a strengthened and expanded relationship between the two companies by unifying both of their content development and production efforts.As part of this initiative, Isaac Lee, who currently serves as the Chief News, Entertainment & Digital Officer for Univision and Chief Executive Officer for Fusion, will assume the role of Chief Content Officer of both Univision and Televisa, effective immediately. His new role unifies the leadership and strategic direction of the production of content for consumers in the United States and Mexico. In his respective role at each company, Lee will continue to directly report to Randy Falco, President and CEO of Univision and will also now report to Emilio Azcárraga Jean, President of Televisa.Lee  joined Univision in December 2010.


a40c90d750ffc9ef7cceb271aea719fa_400x400Target Corp has promoted Rick Gomez to executive vice president and chief marketing officer, effective Jan. 29. Gomez will be responsible for furthering Target’s brand positioning and leading the integration of all marketing programs. Gomez will report to Chairman and Chief Executive Officer Brian Cornell. Gomez joined the retailer in 2013 after roles at PepsiCo and other companies.




descarga-2Univision Communications Inc. (UCI), the media company serving Hispanic America, announced the appointment of Jesus Lara as general manager of Digital, Content, and Entertainment for Radio. In this position, Lara will lead the company’s radio business and oversee the development and implementation of strategies that take UCI’s digital, content creation, programming and entertainment efforts within radio into the future.  He will work closely with general managers across the country as well as leaders across Univision Local Media to drive the creative vision and operational leadership of the radio business.Lara will be based in Miami and report to John Eck, Chief Local Media Officer.  He will work closely with UCI’s President of Music, Jorge ‘Pepo’ Ferradas. Lara joins UCI with more than 20 years of experience leading digital, programming, content, and marketing teams in the radio, music and entertainment industry.

descarga-3Emiliano Calemzuk, the former CEO of Shine Americas and president of Fox TV Studios,  has launched Raze, along with Luis Balaguer, founder of Latin World Entertainment, and “Modern Family’s” Sofia Vergara. Raze is a a new multicultural media company called Raze, which is heavily influenced by Latinos. United Talent Agency (“UTA”) and Ziffren Brittenham LLP, are founding partners and advisors. Raze attempts to create content that changes how Latin-centered stories are told. Later this year, the company will debut its mobile, video-first destination.



29e506dMindshare North America has named Christine Peterson managing director, digital investment lead for its U.S. operations. Peterson will replace Jon Hsia, who joined Snapchat in October.Peterson will be in charge of digital trading, ensuring viewability standards, and programmatic across the agency’s U.S. portfolio of clients, which includes Unilever, General Mills, American Express and others. She will report to Adam Gerhart, US CEO, Mindshare and Susan Schiekofer, chief digital investment officer, GroupM. She joins the agency from Interpublic Group’s Initiative, where she served as managing director of investment and was responsible for investment across all media channels.


Mindshare has also promoted Frank Puma to managing director, digital investment lead for the New York market and Emma Witkowski to managing director, digital investment lead for the West Coast and Atlanta markets.

Puma joined Mindshare in 2014 as director, digital investment.

aaeaaqaaaaaaaaucaaaajdy4zdhkyzhkltuzytctndk4zc04njizlwrimwyzmwzhmdc4mgWitkowski joined Mindshare in 2014 as director, digital investment. Earlier, she worked at both OMD and Carat.




descarga-5Dentsu Inc. has appointed ad veteran Toshihiro Yamamoto as its new president and CEO, Yamamoto joined Dentsu in 1981. He replaces Tadashi Ishii, who had been in the role since 2011. Dentsu, the owner of Dentsu Aegis Network and its agencies including Carat, McGarryBowen, 360i, iProspect and Isobar, is the fifth-largest global agency company by revenue.





Combate Americas, the Hispanic Mixed Martial Arts (MMA) sports and media franchise, announced the appointment of its lead investor, longtime financial services and sports industry entrepreneur and philanthropist Joe Plumeri, as its non-executive, board of directors chairman. Plumeri will sit on the board alongside Ultimate Fighting Championship (UFC) co-founder and Combate Americas CEO Campbell McLaren.

Join us at PORTADA Mexico!

Attendees to this week’s Annual AHAA Conference certainly must have gotten at least one take away: The overall Marketing sector is being disrupted by extremely fragmented media consumption and the mobile Millennial. This was, by far, the theme that resonated the most throughout the three days of the conference.

Deanie Eisner
Deanie Elsner

As Deanie Elsner a former Kraft CMO, put it “a major disruption period is only now starting in the marketing, advertising and media segments.” According to Eisner there has been an “explosion of media vehicles but today the consumer is the media channel and you need new tools and metrics to follow the consumer.” At the center of the rapidly changing marketing system lies the exploding Millennial demographic which makes up 25% of the market. This high growth demographic of mobile consumers is quite unpredictable in its media consumption habits. Rick Gomez, Target, SVP Marketing Target put it this way. Our original customer was the suburban housewife with disposable income. Our new customer is a Millennial or Multicultural that is very connected and over-indexes in digital, shopping and demands value. Our Cartwheel App has 13 million users.”

Today the consumer is the media channel and you need new tools and metrics to follow the consumer.

Customer Insight demands have also changed substantially in the new scenario. “All data has to be on real time, not like the old days of using the 2014 XYZ study that will be ready on March 2015 to determine the 2015 marketing plan,” Deanie Elsner claimed. “Bottom line is that today you have to find a way to market to the right person, at the right time with the right message.”

About 20-30% of listeners to our radio stations are out-of-market.

During one of the keynote speeches, Bob Pittman, Chairman and CEO of iHeartMedia, Inc., noted that “in the beginning of the internet, brands would delete negative comments, now they are welcome because the consumer is engaged.” He added, “we have a number of touch points with millions on a daily basis, it is up to us to make sure that we capitalize that moment. At iHeart Media we strive to answer every comment and develop a dialog with our followers. It is about connecting the brand with the market,” Pittman added. Pittman also explained how relatively new digital media vehicles, like Apps, are increasing his company’s audience: “About 20-30% of listeners to our radio stations are out-of-market. Social media and texting is the new telephone.”

Asked what the Hispanic market will be like in 3 years, Alain Groenendaal, President & CEO, Grey Latin America, answered “Transformational.”

Risk Averse CMO

Former Kraft CMO Deanie Elsner noted that today’s CMO is mostly risk averse. This  risk adversity includes a reluctance towards allocating funds to the Hispanic market, due to the following 3 reasons:
1. Today’s CMO life span is very short, so they plan for the short term and don’t risk much
2. ROI is in a downtrend in the CPG segment, and that puts pressure on every CMO to stay in the box as opposed to try out of the box solutions.
3. Extremely fragmented media consumption makes over-the-top risks harder to justify.

Join us at PORTADA Mexico!

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

Rick Gomez is Target Corporation’s new senior vice president of brand and category marketing. Target recently partnered with music produce Emilio Estefan to curate a special selection of movies, music, and books called “Emilio Estefan’s Picks.” Target also tasked Estefan with signing exclusive partnerships with Latin music artists. Gomez used to run marketing at beer giant MillerCoors.

Azteca America  appointed Khaled Abdelwahed as Vice President, General Manager of Azteca 54, the network’s flagship full-power station in Los Khaled AbdelwahedAngeles. “Khaled has proven his leadership and performance abilities at Azteca 54 in his prior role as General Sales Manager and we are pleased to have his hardworking and results-driven character as General Manager of Azteca 54,” said Martin Breidsprecher, CEO of Azteca America. Mr. Abdelwahed has an extensive career of over 25 year in both the advertising and media business in Los Angeles. In media he has worked in executive sales positions in radio and television. Before his appointment as GM, he was General Sales Manager of Azteca 54 since 2008. Prior to that, Mr. Abdelwahed worked for Univision as a GSM and LSM for seven years.


Univision Communications announced key promotions within the company’s Network Sales division. Longtime Univision employee Lisa Nolan moves up to senior vice president of Network Sales. Claudia Granados, currently vice president of Business Development, shifts over to Nolan’s former position as vice president of Network Sales. Nolan and Granados will continue to be based in New York. Nolan will report to Trisha Pray, executive vice president of Network Sales, and Granados to Lisa Nolan. “We are so fortunate to be able to fill important positions with talented people from within our own company who know how to help advertisers connect with the U.S. Hispanic audience in a mutually beneficial way,” Pray said in announcing the promotions. Nolan has been a part of Univision since 1999. She joined the company as an account executive and then earned a promotion to vice president of Network Sales. She came to Univision after a five-year stint as an account executive at ABC Television Network, first in the news department and then in the primetime division. Before joining the network television ranks, Nolan worked as a media buyer for nearly 10 years at DMB&B, McCann Erickson and BBDO. Nolan graduated from Pace University.

Peter Bohan has been named executive director of the Reuters America Service, the agency’s domestic news product for U.S. media. As the founding editor of the service, Bohan will be responsible for expanding its business for newspapers, broadcasters and online publishers. He joined Reuters as a reporter in Chicago in 1983 and worked as an editor in Hong Kong and bureau chief in Singapore before spending a decade as America’s commodities editor. In 2004, he became Midwest bureau chief and added the role of Reuters America editor in 2010.

Radio executive Jack Hobbs has accepted a top executive position with Spanish  Broadcasting System based in Miami.Hobbs is said to have resigned from his post as executive VP/director of  sales for Univision Radio for his new position at SBS, according to a  source familiar with the situation who spoke on condition of anonymity. Hobbs is  expected to be named executive VP of corporate sales overseeing cross-platform  sales for SBS’ TV, radio, entertainment division and Internet. Hobbs worked  since 1995 as EVP Director of Corporate Sales at Univision Radio.

Get our e-letters packed with news and intelligence!