There’s a new portafolio for Spanish Broadcasting System (SBS), and the company’s Miami-market VP/Sales and GM is tacking on responsibilities to oversee what’s being billed as a cross-platform content development division designed to create and expand brand strategies across all of the Hispanic-focused media operation’s divisions.
Carolina Santamarina will lead “SBS Portafolio,” which ties together SBS’s digital, mobile, television, radio, social media and live/experiential units, as a SVP. Specifically, she will oversee and expand SBS’s “strategic focus on developing alliances with key national partners, and leveraging unique sources of content to maximize brands’ marketing ROI through customized solutions centered on capturing vertical engagement.”
Santamarina has been been with SBS since October 2004, when she joined the Miami station group as an account executive.
“The formation of SBS Portafolio is consistent with our strategy to utilize the diversity of our media assets and strong audience shares to deliver compelling and innovative multi-platform marketing opportunities to our brand partners,” said SBS Chairman/CEO Raúl Alarcón Jr. “SBS Portafolio will combine our Hispanic media leadership and national and local sales teams to provide a unique channel for brands to reach the Hispanic population nationwide. Carolina has been a valuable and long-time contributor to SBS’s success, and I believe she is the ideal choice to lead this new division.”