Méndez named Chief Marketing Officer at Canela Media

Canela Media announced it has appointed Oswald Méndez to the newly created position of Chief Marketing Officer.

As CMO, Méndez will lead all customer-centric strategies and programs to drive Canela Media’s growth through cross-cultural Latino audiences in U.S. and Latin American markets. Méndez will be responsible for overseeing all marketing functions for the company, including all aspects of paid, earned, owned, and shared efforts across consumer and business to business marketing and publicity, ad sales marketing, community management, creative services, insights, and audience acquisition and retention strategies.

Canela Media’s founder and CEO Isabel Rafferty said, “I am very excited to have Oswald Méndez join Canela Media’s executive team. His experience in the entertainment and media industry are instrumental for the continued growth and success of the company. His creativity, passion and commitment for our community will ensure our marketing efforts thrive as we continue to evolve our offering. He is ‘¡Pura Canela!’.”

Méndez comes to Canela having driven growth and innovation in leadership roles at globally recognized media brands. At BBC America, he served as EVP of Marketing, where he elevated the company’s tentpole content through record-breaking audience growth to become pop culture phenomena in the face of systemic cord-cutting and linear audience erosion. Prior to that, Méndez successfully launched media brands such as FOX Hispanic Media and MundoFox. Earlier in his career, Méndez spent over two decades working for global and domestic agencies such as McCann-Erickson Worldwide and was part of the team that launched globally Universal McCann. He was a Managing Partner at The Vidal Partnership and began his career in the multicultural space at Conill Advertising.

“This is an amazing time to join Canela Media as the company continues to scale and venture into more originals across all our content verticals. I was fortunate to start as we were getting ready to announce ‘Secretos de Villanas’, a groundbreaking reality series featuring six of the most iconic novela villains. And, we have a few new Canela Originals announcements in the coming weeks that are equally exciting.” said Méndez. “I am thrilled to have joined such a fantastic and passionate team and I am eager to be part of the continued evolution, growth and success of Canela Media.”