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Work Background
PeacockDirector, Programming, Latino
Jan. 2020 - Dec. 2023New York, United StatesServed as the cross-functional lead for strategic planning of USH content programming go-to-market strategy Oversaw end-to-end partner management and relations between NBCU's Telemundo brand and Peacock. Led launch and maintenance of Peacock's original Latino programming slate, managed content budgets, and owned program planning and content offering for the World Cup 2022, resulting in significant increase in subscribers and Latino viewership. Responsible for long-range planning and execution of Latino-relevant campaigns working closely with Merchandising, Product, Marketing Communications, and Product teams to ensure cohesive branding and messaging across the service. Guided program planning and scheduling across various content categories as well as evaluated content proposals and implemented language capabilities to enhance the viewer experience for Peacock's Latino audience.
NBCUniversal Telemundo EnterprisesDirector, Social
Jan. 2019 - Dec. 2020Miami, FloridaOversaw social strategy for news, entertainment, and lifestyle verticals, redefining content approach and building brand voice across Facebook, Instagram, TikTok, and X (Twitter). Led vetting, onboarding, and implementing 360 influencer marketing programs to develop best-in-class engagement campaigns, including live news and entertainment events. Highlights included implementation of Democratic debate campaign in partnership with Instagram and overseeing strategy for social content creation. Managed team of 14 editors and producers for network, daytime, national news, and award show handles, generating over 35M engagements each month and 1.5B total video views in 2019. Worked across departments as social lead for creation and development of static and video content. Supported NBCU sales funnel to double social media revenue in 2019 to $8M. Established network-wide best practices and implemented processes to position Telemundo as #1 SLTV network in social. Maintained business relationships with social platforms (Facebook, X, Instagram, Snap) for development of partner programs, including Instagram Student Journalism Project for election campaign. Ran all linear implementation of social media for all awards shows (Premios Billboard de la Musica Latina, Latin American Music Awards).
NBCUniversal Telemundo EnterprisesSr. Manager, Digital & Social Media Partnerships
Jan. 2015 - Dec. 2020Miami, FloridaManaged platform and publisher relations and budgets, with partners that included X, Facebook, Buzzfeed, Snap, Mashable, and TikTok. Drove adoption of partner product across linear, digital teams to generate video innovation, engagement, audience, and revenue growth. Guided implementation of Partnership SOW to achieve set KPIs, growing Telemundo Gen Z audience by over 40% via TikTok show and establishing attribution through DTC marketing. Extracted value and implemented Buzzfeed across Telemundo and successfully kicked off relationship. Developed content strategy, as well as business and marketing models for it, with Telemundo creating brand new content franchise that leveraged distribution and reach of Buzzfeed with unparalleled access of Telemundo. Created recurring segments for both Latin Billboards and Premios Tu Mundo, demonstrating repeatability of content, both from a creative standpoint as well as potential to market product, as viable pitch in market, with videos grossing over 3 million views on Facebook and helping generate brand awareness and promote audience growth. Worked with network partnerships to help educate and inform new storytelling methods through branded content as mission. Brought to life new product for client in year two, with campaign outperforming all key performance metrics with 1.7M engagements (30%), 14.6M impressions, and 1.6M native video views for investment of $250K, up $50K from 2016. Successfully pitched over 15 concepts to Snapchat, greenlighting Quinceañera as a pilot.
NBCUniversal Telemundo EnterprisesSenior Specialist, Digital & Social Media Partnerships
Jan. 2013 - Dec. 2015Miami, FLCo-created and led Telemundo social media team, overseeing 50 accounts and growing fan base to more than 50 million users. Implemented on-air social TV strategy for network specials such as Latin Billboards, Latin AMAs, and iHeart Fiesta Latina. Managed 360 social and digital marketing efforts, including organic and paid media. Worked with audience development team to structure fan acquisition and traffic plans, increasing unique visits by over 30%. Directed social campaigns for branded programs: Johnson & Johnson, Verizon, L’Oreal, T-Mobile. Oversaw influencer outreach, program development, and ideation. Effectively covered major and breaking news events, such as Elections 2012.
NBCUniversal Telemundo EnterprisesSpecialist, Digital & Social Media Partnerships
Jan. 2013 - Dec. 2013Miami, FloridaDevelop social media strategy for all programming initiatives Integrated representative of social media for Telemundo embedded production team Create and implement processes to enhance Social TV component (Live and pre taped shows) Worked alongside Branded Entertainment and IMS to conceptualize social media efforts for digital campaigns
NBCUniversal Telemundo EnterprisesCoordinator, Social Media Client Services
Jan. 2012 - Dec. 2013Miami, FloridaManage social media campaigns for branded programs, Johnson & Johnson, Verizon and L’Oreal Report metrics on campaign progress and completion to internal and external clients Maintain and distribute Social Media Reach Report for senior management Execute Social Media activation for primetime events: Novela launches and entertainment specials Effectively covered major/breaking news events such as Elections 2012
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