Univision Elevates Sales Pro To ‘CRO’


Univision Communications executive who joined the multimedia company serving millennials and Latino consumers as EVP/Distribution Sales and Marketing some 9 1/2 years ago has been promoted to the newly created role of Chief Revenue Officer, effective immediately.

Taking the role is Tonia O’Connor, who will continue to report to company President/CEO Randy Falco and remains based in New York.

Univision says the creation of a CRO role is the result of the evolution of its business “to more closely align with the needs of its clients by providing innovative and forward-looking consultation.”

The company added that an integrated content monetization strategy and consolidated oversight of all of Univision’s revenue streams will better position the company’s networks and digital platforms to clients seeking turnkey solutions.

“Under O’Connor’s leadership, Univision will also develop opportunities that bring scale to new formats while advancing consumer engagement and creating a more effective overall experience for marketers and distributors,” the company said.

Falco commented, “This new executive position not only recognizes the extraordinary track record of impact Tonia has made – and will continue to make – on our company, but it also represents an important shift in the way we are now approaching our business. By adopting a total revenue strategy, we will be able to better partner with our clients to create consumer-first, multi-platform solutions and invest in our content, platforms and insights with improved targeting and servicing of our audience.”

O’Connor said, “In this consumer age of media, audience insights and behavior are – more than ever – critical ingredients in the success of both our content and our partners.  I am excited to lead our groundbreaking approach with an integrated distribution and advertising sales strategy, which will provide tremendous opportunities for our clients to leverage the full value of our enterprise. I look forward to working with my colleagues to continue building UCI’s path as an industry leader.”

Among O’Connor’s first actions as CRO will be to appoint a successor to President/Advertising Sales & Marketing Keith Turner, who will retire at the end of 2017.

Before joining Univision, O’Connor spent more than 10 years with Gemstar-TV Guide, where she served in a number of roles, including as EVP/Distribution.