Telemundo beefs up research team


Telemundo Media announced the appointment of media and marketing research veteran, Latha Sarathy as Vice President, Telemundo Media Digital Research, effective immediately and the promotion of Yatisha Bothwell, previously Director, Consumer Insights to Vice President, Insights & Strategy, Telemundo Media, both effective immediately.  Sarathy and Bothwell will be based in New York and report to Gregg Liebman, the Senior Vice President of Advertising Sales Insights & Strategy, Telemundo Media.

In her role, Sarathy will be responsible for managing all analytics projects, identifying innovative and effective digital marketing strategies, and monitoring metrics and audience opportunities for and Other responsibilities include: working with cross functional teams from marketing to programming, providing an evaluation of client business environment to identify unique market opportunities and threats and leading the design of insight driven digital strategies from opportunity identification to experience definition.

Sarathy joins Telemundo Media from Interactive One/Radio One Digital, where she served as Vice President, Audience Insights & Analytics.  There, she spearheaded the sales research and analytics department for all digital properties, including 50 local radio websites, a social networking platform and four content specific verticals.  Sarathy’s other contributions included initiating and creating the largest online research community of African American consumers to generate multi-department intelligence and providing industry level audience insights for advertisers.  From 2007-2008, she was Director, Research and Analytics for CBS Television Stations Digital Media Group.  Earlier in her career, Sarathy held various research leadership roles as Director, Advertising Research for Univision Online, Research Director for The Sporting News Media Group, Advertising Research Director for Individual Investor Group and Corporate Research Director for Disney Magazine Publishing Group as well as Research Director for Wenner Media.

In her new position, Yathisha Bothwell will be instrumental in launching innovative insights solutions for Telemundo Sales, specifically for branded entertainment and campaign ROI.  She will be responsible for sellable audience positioning for Telemundo and mun2, integrated cross-platform storytelling, trans-media engagement and consumer panel insight commercialization.

Since 2004 in her various roles from Research Manager, Ad Sales to Director, Consumer Insights, Bothwell has delivered consumer insights for Telemundo’s integrated marketing strategies, supported brand positioning, launch products and successfully proved ROI for some of the most prestigious client partners in the world such as Kraft, Proctor & Gamble, Coca-Cola, L’Oreal, Unilever, Ford and more.

Throughout her career, Bothwell has shared her media and marketing expertise and made significant contributions to Telemundo Media by developing marketing research organization, vendor resources and action plan and best practices for Hispanic vs. general market targeting across NBCU properties.

She holds a Master of Arts in Media Ecology and Film from New York University and a B.A. in Politics from University of Massachusetts at Amherst.