Garza will be responsible for overseeing and developing comprehensive research plans through consumer insights, data capabilities and multiplatform measurement that will help drive and underscore the long-range business objectives across Telemundo. Leveraging his expertise in audience measurement, content programming and quantitative and qualitative research, he will integrate consumer, media and marketplace intelligence to support Telemundo’s properties anchored on the U.S. Latino population. Garza will oversee primary and secondary research and drive data-driven recommendations to enhance Telemundo’s multiplatform strategy and deliver on the content needs of the growing Latino consumer.
“Federico is an outstanding executive with wide expertise across multiplatform data, audience measurement and marketing strategies,” said Gil. “As Latinos and the industry continue to evolve, Federico’s vast knowledge and diverse background across media, technology and communications will be instrumental in strengthening our market leadership in the shifting landscape.”
A veteran consumer-insights professional, Garza brings over 20 years of experience in leading strategy and research teams across multiple industries in the U.S. and Latin America. Most recently, Garza was Executive Vice President of Research and Insights at IHEARTMEDIA, Inc., where he oversaw market intelligence and audience research for sales and programming teams in over 150 local markets. In that capacity, he spearheaded thought leadership, developed analytics and led cross functional strategic programs. Previously, he was the Vice President of Strategic Initiatives and led the Strategic Initiatives Office, supporting strategy development and implementation of value-creation projects in all areas of the organization.
Garza also worked as a consultant at Bain & Company, Inc., the premier global management consulting firm. During his 10-year tenure at the company, Garza conducted extensive management consulting work and developed business growth strategies based on data-driven insights for multinational companies across a variety of industries including airline, beverage, food, consumer goods, and financial services across Europe, Latin America and the U.S. out of Dallas, TX and Mexico City.