Univision Communications Inc. (UCI) announced that Roberto Ruiz has been promoted to executive vice president, Research, Insights and Analytics, effective immediately. Ruiz will continue to report to Jessica Rodriguez, chief marketing officer, and will remain based in New York.
Ruiz will lead the newly-formed Research, Insights and Analytics group, which will combine the Corporate Research and Strategy and Insights teams, uniting powerful audience data with unparalleled behavioral insights to unveil unique opportunities and help corporations better engage the U.S. Hispanic consumer as a source of growth. In close collaboration with the dynamic needs of the Company’s clients and partners, as well as internal stakeholders, the team will drive all aspects of marketing—from research, to consumer insights, to big data analytics, to building the business case for brands—using syndicated and custom research tools.
“The insights we have into the behaviors of our diverse audience are increasingly critical to create a competitive advantage for our clients and partners, as well as for UCI. By uniting these teams, we will have the ability to create a more effective experience for our marketers and distributors through improved targeting and servicing of our multicultural audience,” Rodriguez said. “I am confident that we have the right structure and team in place to provide our clients with enhanced solutions across all of our platforms and enterprise touch points, and I’m thrilled to have Roberto lead the charge.”
“I am excited to spearhead the newly-established Research, Insights and Analytics group, which will allow us to improve our already best-in-class products for all stakeholders. Our new organization can more efficiently leverage the strength of our talent from across Univision to look at the consumer and viewer as one and whose changing behavior we can better anticipate as we innovate in a rapidly-changing media and advertising landscape,” Ruiz said. “Together, we will be able to develop stronger insights and data-driven solutions to engage with and deliver high-quality content to the active U.S.-Hispanic and multicultural communities that we serve.”
Since joining Univision in 2008 as vice president of Strategy and Insights, Ruiz led his team in developing comprehensive research tools targeting Hispanic consumers, including breakthrough insights on the bilingual brain, in partnership with Nielsen and SMG Multicultural. He has also helped drive UCI’s work with external research partners to improve how their syndicated products represent the Hispanic consumer, including the development of a new and exclusive partnership with Civic Science that generates real-time insights into Hispanic behavior and economic sentiment. He has more than 20 years of marketing and media experience consulting and working with clients/brands in financial services, digital, advertising, startups, and packaged goods.