Veteran Hispanic marketing executive, Oswald Mendez has been named EVP-chief marketing officer for MundoFox, the new U.S. Spanish-language broadcast network from Fox International Channels (FIC) and RCN Television of Colombia.
Mendez will be responsible for all areas of marketing, including customer experience, advertising, promotion, experiential marketing, Web and electronic services and corporate social responsibility programs.
“We are delighted that Oswald has joined our team as chief marketing officer,” said Emiliano Saccone, president of MundoFox. “We have worked together for years and he is one of the true innovators in our industry.”
MundoFox says the appointment formalizes an already-successful relationship between Mendez and MundoFox, where he has served in an internal strategic consulting role throughout the network’s launch period. Mendez most recently swas SVP, lifestyle entertainment for FIC, overseeing the development and marketing of lifestyle entertainment for Utilisima, FIC’s lifestyle channel geared toward women in both the Latin American and U.S. Hispanic markets and the creation and launch of the Fox Hispanic Media brand in 2011.
Mendez joined Fox after a diverse career that has spanned multiple leadership roles, countries and experiences. Prior to joining FIC, he launched Collective Transformation, a firm focused on developing innovative solutions for media companies, advertising agencies and marketers coping with the new, more challenging environment of the multicultural mindset in the United States.
He also was managing partner, director of integrated communications at The Vidal Partnership (TVP) for eight years, running communications planning and successfully starting a division for branded entertainment for which he was named one of Ad Age’s Media Mavens in 2007. He joined TVP with more than 15 years of experience in the Latin American and U.S. Hispanic markets.
MundoFox has a base of 50 affiliate stations in markets representing nearly 80% of U.S. Hispanic households. The network is available on broadcast over-the-air television, as well as through cable, satellite and telco providers.