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Work experience

Oct 2003Present

General Manager, Emerging Networks

Univision Communications

Leading Spanish-language Media Company with top rated broadcast, cable, radio, mobile and online properties.

Promoted from Senior Vice President Sales and Marketing in 2011 and Vice President in 2009

Currently responsible for content, branding, profitability and launch of company's emerging networks. A former member of the TuTv executive team responsible for division's sales strategy, performance and results reporting to the board of directors.Liaison between TuTv and Televisa Mexico’s programming, production and marketing departments. Oversaw all integrated marketing initiatives across TuTv-branded platforms including VOD, on-line and on-air, channel distribution sales, consumer advertising and promotions, B2B advertising, public relations, strategic partnerships, event management and the development of acquisition, upgrade and retention programs for cable and satellite distributors. Reported to CEO/President.

Key Achievements:

·Built the marketing department from the ground up and established TuTv as the marketing leader in the Spanish-language digital tier category

·Gained 17 industry awards for high-performing consumer campaigns and initiatives since 2006 including CTAM Mark Award, NAMIC’s Excellence in Multicultural Marketing Awards (EMMA), Cable Faxies and CTAM WEST Golden Palm

·Generate 30-60% subscriber increases for clients in top U.S. Hispanic markets by executing culturally relevant direct response promotions and sweepstakes campaigns

·Tripled marketing budget’s reach annually since 2005 by securing over 1 million dollars in media value through negotiating monthly co-branded promotional campaigns

·Dramatically beat industry average of $34-$250 cost per subscriber in 2009 with a $4 cost per sub by executing aggressive cost-efficient marketing initiatives involving strategic partnerships and barters

·Increased call center sales up to 68% through customized incentive programs

·Increased client sales leads 180% through innovative local grassroots efforts

·Reduced consumer media costs 100% for three years in a row through barter agreements with parent company’s magazine divisions

·Architect of marketing-case-study-focused affiliate sales strategy which has been key in securing local cable launches and driving company’s national distribution efforts

·Pioneered company’s entry into the internet by producing company’s first website in 2003 and re-launch in 2010.New site has tripled the traffic and increased sales leads by more than 210% since March 2010

·Achieved 30% savings on B2B marketing activity from 2003-2006 through securing cross-promotional efforts with parent company’s corporate marketing divisions

·Consistently save 30-50% on creative, production and media costs though effective negotiations with vendors and utilization of in-house resources

·Designed innovative viewer research study method which, for a fraction of the cost, provided reliable viewer data currently used to secure ads sales and incremental network distribution

May 2000Oct 2003

Account Supervisor

Castells & Asociadors Advertising

Leading full service Hispanic ad agency ranked in the top 25 Hispanic Advertising agencies in the U.S. by AHAA


Promoted from Senior Account Executive in 2002

Doubled agency's cable business within 18 months.  Acting Executive Director for the LA Cable Co-op client, successfully exceeding ROI goals every year for both Hispanic and General Market advertising, resulting in four new advertising clients.  Reported to EVP/Account Director.Supervised one account executive.


Clients: AT&T Broadband, Comcast Cable, Time Warner Cable, Cox Communications, HBO, Charter Communications, LA Cable Co-op, Adelphia Communications, Artisan Entertainment, IFC Films


Key Achievements: 

  • Member of the team that created the agency's entertainment and television division 
  • Doubled agency's division billings within 18 months by adding four new cable clients
  • Launched Comcast's Spanish-language cable packages nationwide, first industry effort of its kind
  • Wrote creative strategies for campaigns and new product launches surpassing goals by over 50%
  • Managed strategic-creative development, production and media placement for all clients’ monthly and quarterly multimedia, direct response, regional and national campaigns
  • Liaisoned with clients, creative, production, media services, vendors and third parties
  • Interpreted consumer research and translated it into effective DR & branding campaigns
  • Managed a $5 million annual marketing budget
Oct 1998May 2000

Account Executive

La Agencia de Orci

Leading full service Hispanic advertising agency ranked in the top 25 Hispanic Advertising agencies in the U.S. by AHAA


Promoted from Assistant Account Executive in 1999

Managed agency's second largest client.  Responsible for brand development and monthly production of nationwide multimedia campaigns.  Reported to Account Director, supervised one account coordinator.


Clients: Allstate Insurance, Washington Mutual Retail & Home Loans


Key Achievements: 

  • Executed national multimedia Hispanic branding campaigns that increased clients sales by 20% yearly.
  • Managed creative development and production of all branch Spanish-language collateral materials, TV, radio and newspaper.
  • Developed quarterly creative, SOV and SOM competitive analyses.
  • Managed a $17million annual media and production budget.  Supervised account coordinator.
Feb 1998Oct 1998

Account Executive

R. L. Public Relations

Hispanic public relations and marketing agency


Helped establish agency's music division through the successful launch of multicultural Los Angeles rock and ska band "Ozomatli".  Worked on a variety of public relations social initiatives including the "Tools for Succes" program at the LA Tech College by Miller Brewing Company, the "Beyond Borders" inner city theater program by The East LA Classic Theater founded by Latino actor Tony Plana.  Reported to President and managed two interns. .


Clients: Miller Brewing Company, Miller Genuine Draft, East L.A Classic Theater, Ozomatli


Key Achievements:  

  • Wrote and placed Spanish language press releases for clients in the top U.S. Hispanic markets
  • Helped develop and execute PR plans including local grass roots initiatives & promotions
  • Supervised design, production and distribution of promotional materials to Spanish-language media
  • Coordinated press conferences, press junkets and backstage press interviews
May 1997Feb 1998

Assignment Desk Coordinator

Televisa International

Worldwide Spanish-language media giant. Top producer of television content with interests in radio, publishing, sports teams, stadiums and the web.

Responsible for daily news assignment and Los Angeles area news coverage for Televisa's 24 hour news cable network ECO News.  On and off camera entertainment news reporter. Coordinated press access and credentials for reporters and camera men.


Key Achievements: 

  • Created news bureau's first video library
  • Secured network’s presence at key events including The Oscars and The Emmys
  • On camera entertainment news reporter.  Covered movie premiers including Batman & Robin and Contact, the closing of the Malibu Getty Museum and LA Opera openings
Sep 1995May 1997



Founded MEX-ART to import and sell Mexican handcrafts at various outdoor markets.  Managed every aspect of retail process including product selection, pricing, display and promotion.

Key Achievements: 

  • Achieved a full ROI within the first month and increased sales by 250% over an 18-month period
  • Negotiated inventory purchases with vendors and artisans
  • Designed and produced product catalog
  • Tracked inventory and sales
Jan 1993Aug 1995

Marketing Coordinator

Wal-Mart (CIFRA JV)

A joint venture between Mexico’s leading retail giant CIFRA and Wal-Mart


  • Assisted in the re-branding and re-positioning efforts of CIFRA retail properties (Gran Bazar, Aurrera and Bodega Aurrera) to Wal-Mart
  • Worked with GE Capital in the development and design of the company's first private label credit card
  • Coordinated marketing, sales, promotions and training efforts to launch company’s credit card
  • Managed production of in-store credit card sales loop video and POS materials
  • Conducted competitive analysis comparing other retailers credit terms and conditions


Jun 2008Jun 2008

Executive Education Program

Harvard Business School

Received one out of three fellowships granted to minority executives in the television industry who have demonstrated a consistent ascending path towards an executive leadership position.

Sep 1990Jun 1995

BA Communications

Universidad Iberoamericana

Classic Movie Screening


Strategic Partnership

Sales Incentive


Sales Incentive Sweepstakes




Retail Events

Executive Summary

Award-winning international marketing and sales executive (Mexican and U.S. citizen) with business practice in Mexico and the U.S. Eighteen years expertise targeting Hispanic consumers with innovative marketing solutions that generate results.Creative and strategic.  A well-rounded professional with agency and client experience launching, marketing and selling products and services to diverse communities nationwide and abroad.Extensive experience in developing and managing successful marketing, promotions and publicity initiatives.  Demonstrated ability to translate knowledge and strategy into successful sales and marketing programs, which have received national recognition for their effectiveness, strength, and innovative approach.  Expertise in fostering an environment of collaboration and team building.  Outstanding ability to build solid and productive relationships across company divisions, promotional partners and vendors through maximization of corporate resources and the establishment of win-win solutions.

Professional Association Memberships

National Association of Multi-Ethnicity in Cable (NAMIC)

·Past Vice President of Southern California Chapter (2007-2008)

·Winner of twelve (12) EMMAs - Excellence in Multicultural Marketing Awards (2006-2010)

·Mentor in the L. Patrick Mellon Mentorship Program (2009-present)

·Member of the Multicultural Marketing Committee (2007-2008)

Cable and Telecommunications Marketing Association (CTAM)

·Fellowship recipient for Harvard Business School Executive Education Program CTAM U.

·Winner of Mark Award (2009) and two Golden Palm Awards (2006 & 2007)

·Member of the Multicultural Marketing Committee (2004-2007) 


  • 2010 “50 Most Influential Minorities in Cable” by CableFax Magazine
  • 2010 Published on CableFax Magazine’s “Top Case Studies in Cable Marketing and PR”
  • 2008 “50 Most Influential Minorities in Cable” by CableFax Magazine
  • 2008 “Successful Latinas in Business Award” by the National Latina Business Women Association
  • 2008 “Luminary Award” by the National Association for Multi-Ethnicity in Communication (NAMIC)
  • 2008 Multicultural Marketing Expo Speaker Award


  • English -  Native or bilingual proficiency
  • Spanish - Native or bilingual proficiency
  • French -  Limited working proficiency
  • Hebrew -  Limited working proficiency

Personal Traits

High Energy, Can-Do Attitude, Idea Person, Calculated Risk Taker with Top-Notch Presentation Skills

What has been said....

“I have known Ariela for over ten years. We worked together while I was running the LA Cable TV Marketing Co-Op. Ariela was the lead Account Executive on the Co-Op account for her Hispanic Ad Agency (Castells & Asociados). Ariela actually helped launched the LA Cable Marketing Co-Op and helped the Co-Op Board develop a strategy and vision that led to hiring me as the Executive Director. Ariela's role & responsibilities at the Castells Agency were to be the Hispanic strategist, liaison and advocate for the LA Cable Co-Op while I ran the day-to-day operations, managing our Hispanic agency, our general market agency and managing other vendors serving the Co-Op. Ariela was a remarkable partner and counselor to the Co-Op Board. She worked very well with our general market agency partners to help build a cohesive marketing plan and strategy that achieved our Hispanic growth goals as well as our general market objectives. Ariela has incredible creative instincts on the one hand and yet, was also extremely well organized in keeping everyone "on schedule," keeping a calm demeanor under intense pressure to help us all meet our respective deadlines. She has a strong sense of commitment to support her point of view and I would want her on my team if faced with a tough negotiation. Ariela has a great sense of humor and always has a smile on her face. She was a pleasure to work with and got along with everyone she dealt with. I would highly recommend Ariela for any leadership role that may come her way.”Skip Harris, Client at LA Cable Co-op


“I have known Ariela for nearly 14 years since she was on the agency side and I was originally her client and then later I had the pleasure of working together with her in the same advertising agency. If I were to describe Ariela's work in a few words it would be creative, professional, highly effective and quality-focused. Ariela would be a valuable addition to any company which seeks a responsible, motivated, achievement-oriented team member.” Dick Arroyo, Client at Playboy Enterprises


“I have had the pleasure of knowing and working with Ariela for about (8) years. I found her to be an extremely confident and intuitive marketer. Marketers like her who have the ability to listen to her clients are refreshing. No question she is an asset to any organization focused on success!” John “Fig” Figueroa, Client at Charter Communications.

“I have known Ariela for over 8 years and in my opinion, her work is simply outstanding. Her attention to detail, to the client's needs and how to best communicate with the customers are second to none. I recommend Ariela with the highest regard and she would be a tremendous addition to any organization.” Mauro Panzera, Client at Comcast Cable


“I have had the pleasure of knowing and working with Ariela for nearly 10 years. During this time she has proven to be dedicated, detail-oriented, critical thinking and above all an exceptional business partner. Whether it was working together in a direct relationship as a client or our work together on industry associations, the experience was exceptional. Ariela played a lead role from the agency perspective on the Southern California Cable Marketing Co-op. She represented her company well, while assisting the group to continue to move forward. The end result achieved and surpassed our expectations. I am pleased to recommend her to any prospective employer.” Rob Daleo, Client at Adelphia Communications


“I had the pleasure of working with Ariela at the beginning of her career on the agency side. Ariela was very dedicated, a quick learner and a self starter. Her personality allowed her to build relationships cross-functionally at the agency; her smarts gained her the respect of her colleagues.It is my opinion that Ariela would be an asset to any organization where she would be able to maximize her marketing skills, develop a team and build client relationships.” Cecilia Garcia Redmond, Direct Supervisor at La Agencia de Orci


“I have known Ariela for several years now and during this time I've been impressed by her creativity, ingenuity and a dedicated work ethic. She is a highly motivated individual who easily adapts to all situations. Likewise, she is a caring and honest person who works within high ethical standards.As a leader of NAMIC Southern California, Ariela demonstrated her marketing talents by being an innovative thinker who developed fresh and profitable program ideas for the chapter. She took the initiative and went beyond her designated responsibilities to make sure every aspect of a project was effective and no opportunity is missed.Ariela is a natural leader who is authentic and exercises an incredibly positive influence on those around her. Here ingenuity and self-awareness, allows for her to connect with people and to be a catalyst for transforming their lives. She is an asset to any business or special project she's apart of and seamlessly balances the needs of the organization and individuals for consistently successful results. I strongly recommend Ariela as she is a pleasure to work with and her quality of character separates her from the rest.” Emory Walton, Direct Supervisor at Southern California Chapter, NAMIC


“I have known Ariela for a number of years, and she has always been an extremely dedicated professional, standing out for her strategic thinking, accuracy in her work and ultimately translating that into tangible results while establishing great client relationships! Would most definitely work with Ariela again!” December 15, 2010” Veronica Islas, Direct Report at Univision (TuTv)

“I had an opportunity to work with Ariela a several years ago. I found her enthusiasm and work ethics to be commendable. She has a keen ability to envision and create projects thoroughly and artistically. This gift has awarded her industry recognition. I highly recommend her as a major asset with any company.”

Maria Gomez, VP Affiliate Sales at Univision (TuTv)


“I have known Ariela since 2003 when she started at TuTV. Her ad agency background enabled her to quickly understand how best to reach and connect with her potential viewers. She is very creative and a team player, and it was a true pleasure to collaborate with her. I would highly recommend Ariela.” Steve Males, VP Marketing at Univision Television Group


“I have known Ariela for 5 years; 2 as her client at Charter and 3 working with her at TuTv. As her client, Ariela proved her exceptional knowledge of the Latino market by creating various successful promotional programs that resulted in significant growth for Charter. At TuTv, I have had the privilege of experiencing her business acumen first hand. She built the marketing department from the ground up and has been a major contributor to TuTv’s growth. She fosters an environment conducive to her team’s growth and development and makes everyone around her a better performer. Ariela’s drive and motivation for success make her an asset and ally at every organization she works with.” Heidy Fu, Creative Artist at La Agencia de Orci


“Ariela and I worked together while on the board of NAMIC Southern CA. She is detail oriented, focused and very dedicated to her team and their goals. I would highly recommend her, whether it's for another board position or as a colleague. She is willing to work hard, while keeping a positive attitude.” Jennifer Kanter, Treasurer, Southern California Chapter, NAMIC

Areas of Expertise

Consumer Marketing

  • Multicultural Marketing│Promotions│Direct Response
  • Grassroots Initiatives│Event Production│Retail Marketing
  • E-Marketing│Website Development │VOD Marketing
  • Strategic Partnerships│Product Development & Launch
  • Competitive Intelligence│Research│P&L Management


  • Client Services│Creative Development & Production│Media Planning and Buying 
  • 360° Initiatives│Product Integration│Upfront Event Production

Public Relations

  • Media Relations and Outreach│Press Campaigns│Press Materials│Press Conferences


  • Affiliate Sales and Marketing│Trade Marketing and Advertising│Tradeshow Management 
  • Sales Incentives│Sales Training│Sales Materials │Customer Loyalty

Television Programming

  • Content Development Strategy│Network Launch, Branding and Positioning│News Production 
  • Programming │PromosTune-in Campaigns│VOD Content


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