Observed Signal · Mar 6, 2026 · Hiring · Source: https://martechseries.com/feed/ · Impact: 2/5 · Sentiment: Positive
Entravision Elevates Leadership to Boost U.S. Media Strategy
Entravision announced promotions across its U.S. Media leadership team. Maria Martinez-Guzman was named President of Entravision Media, Eduardo Maytorena was named President of Entravision Audio, and Winter Horton was named Chief Revenue Officer; all three will report to CEO Michael Christenson. The moves are intended to focus leadership on serving Latino audiences and advertisers, driving sales, and modernizing operations. Additional internal changes include Mark Boelke serving as Chief Operating Officer in addition to Chief Financial Officer; Jeff DeMartino promoted to Chief Legal Officer; Jessica Martinez named EVP of Digital Products & Operations; LeaAnna Hernandez named EVP of AI Strategy; and Fred Roggin named President of Entravision Digital.
Leadership changes at a Latino-focused media owner could influence sales strategy, audio and video product direction, and advertiser access to Latino audiences, but this is a company-level personnel update rather than an industry-wide technical or policy change.
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Key Takeaways & Evidence Grounding
- Maria Martinez-Guzman promoted to President of Entravision Media.
- Eduardo Maytorena promoted to President of Entravision Audio.
- Winter Horton promoted to Chief Revenue Officer; Martinez-Guzman, Maytorena and Horton will report directly to CEO Michael Christenson.
- Mark Boelke will serve as Chief Operating Officer in addition to Chief Financial Officer; Jeff DeMartino promoted to Chief Legal Officer.
- Jessica Martinez named EVP of Digital Products & Operations; LeaAnna Hernandez named EVP of AI Strategy; Fred Roggin named President of Entravision Digital.
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
TelevisaUnivision Ads Chief Energized After Rapid Upfront
John Kozack, TelevisaUnivision’s new ad sales leader, took charge of the company’s upfront presentation after a surprise leadership change just weeks before the event. Kozack — a two-decade company veteran — said his prior backstage role smoothed the transition and that the company will emphasize three priorities in the upfront: sports (particularly year-round soccer), streaming via ViX (including its ViX 360 product and recent Roku partnership), and culture through music and live events. Kozack highlighted continued investment in linear programming and reported quarter-over-quarter and year-over-year ratings growth. He also noted success with short-form “microdramas,” which have surpassed 1 billion views and posted a 48% quarter-over-quarter increase in viewership.
TelevisaUnivision Replaces Ad Sales Chief Ahead of Upfronts
TelevisaUnivision has replaced its ad sales leader: Tim Natividad, who served less than a year in the role, is departing and John Kozack — a more-than-two-decade company veteran — will take over. CEO Daniel Alegre informed staff in a memo that Natividad is leaving for "personal reasons." The change comes weeks before the annual TV upfront presentations, when publishers present to advertisers to secure major ad commitments. The announcement was reported by Adweek on 2026-04-27.
8-K Financial Filing Analysis for Entravision (2026-10-06)
On October 5, 2026, Entravision Communications Corporation amended its core Station Affiliation Agreement with affiliates of TelevisaUnivision, Inc., effective September 30, 2026. The amendment extends the expiration of the affiliation agreement from December 31, 2026 to March 31, 2027, and introduces an automatic three-month rolling renewal mechanism unless either counterparty provides 30 days' advance non-renewal notice. The extension concurrently applies to related proxy, marketing, and sales agreements under the same terms. TelevisaUnivision maintains approximately a 10% fully-converted equity stake in Entravision.
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