SBS Appoints Carolina Santamarina To Head Cross-Platform Brand Strategy Division, SBS Portafolio

Carolina Santamarina

SPANISH BROADCASTING SYSTEM has launched SBS PORTFOLIO, a cross-platform content development division designed to create and expand brand strategies utilizing all of SBS' assets. Industry veteran CAROLINA SANTAMARINA has been appointed SVP of the initiative and will lead the formation of the new division, based in MIAMI and reporting to SBS COO ALBERT RODRIGUEZ. 

SANTAMARINA 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. The appointment reflects the company's continued focus on expanding alliances with key national distribution and content partners as well as creating and developing compelling integrated advertising and marketing campaigns for its brand partners.

SBS PORTAFOLIO develops integrated marketing campaigns that will effectively drive client objectives and brand engagement across all SBS platforms and result in vertical engagement. SBS PORTAFOLIO will utilize SBS established brands to execute grassroots marketing campaigns through localized activations. The division will also aggregate, analyze, package and sell the obtained data. 

"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," SBS Chairman/CEO RAUL ALARCON said. "It will combine our HISPANIC media leadership and strong national and local sales teams to provide a unique channel for brands to reach the rapidly expanding HISPANIC population nationwide. CAROLINA has been a valuable and long-time contributor to SBS' success and I believe she is the ideal choice to lead this new division."

"SBS PORTAFOLIO is built on our strong relationships with the audience, advertisers, artists and partners," SANTAMARINA said. "We have the unparalleled ability to connect artists with their fans and brands with their consumers. In my new role, I'm going to use my expertise to assist brands in building an even closer relationship with their consumers. Throughout my time with SBS, I have been laser focused on creating value for our strategic partners and ensuring that SBS audiences can find the content and features they love regardless of device or platform. With this new division, I will bring the creativity, innovation and drive to help create result driven campaigns with advertisers through our unique collection of broadcast, events, social, digital and mobile media assets."

Currently SBS' MIAMI, VP/Sales and GM, SANTAMARINA has been with SBS for over 11 years. She is responsible for many of SBS's MIAMI strategic partnerships in sales and integrations including advertising programs that connected on-air, online, mobile and on-location marketing solutions for advertisers.

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