Canela Media appoints Luis Romero as EVP of Sales

Canela Media announced that it has appointed industry leader Luis Romero to the position of Executive Vice President of Sales. Romero will spearhead Canela Media’s ad sales revenue growth efforts and collaborate with cross-functional stakeholders to continue to elevate Canela Media’s commercial offering for brands and advertisers to engage with Latino audiences.

Prior to joining Canela Media, Romero was Senior Vice President, Head of Sales North America at The Guardian U.S. where he was responsible for all aspects of the advertising business for the U.S. and Canada, including establishing and executing all U.S. sales strategies and digital revenue objectives. Throughout his career, Romero is credited with inspiring sales and marketing teams to create experiences for clients and consumers, increasing representation in media, and delivering rapid, sustainable revenue growth.

Prior to his role at The Guardian U.S., Romero served as senior director of brand partnerships at leading digital video publisher, Group Nine Media. He also held the prestigious position of senior vice president of digital and linear sales at NBCUniversal where under his leadership, the sales team achieved record-breaking digital sales revenue, a testament to his innovative strategies and deep understanding of the market. His initiatives, such as tapping into the revenue potential of the Hispanic market and forging partnerships with digital platforms and publishers, have left a lasting impact on the industry, and further solidify his reputation as a visionary leader. Romero has also worked as a freelance marketing consultant and previously held roles with Univision and Katz Media Group.