The Latinx-focused digital media brand Mitú just hired three women to fill VP positions. Zadi Diaz, Rachel Garcia, and Gina Reyes are all stepping into leadership roles at the bilingual publisher’s headquarters in Los Angeles. Diaz will serve as VP of digital studios, Garcia as VP of marketing and brand strategy, and Reyes as VP of scripted development for TV and film.
Diaz’s career in digital entertainment includes former stops at AwesomenessTV and Disney Interactive. At AwesomenessTV, she served as an executive producer for both Awestruck, a digital network for millennial moms, and YouTube Nation, a YouTube channel that used to spotlight news and viral videos from DreamWorks Animation.
Before joining Mitú, Garcia served as VP of marketing and social media for BBC America, working on marketing for shows like Planet Earth and Doctor Who. In her new role, she’ll oversee the company’s in-house agency and head up everything from events and social media to licensing and merchandise.
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Previously the director of content development for scripted series at Univision’s Story House Entertainment, Reyes will step into a similar role at Mitú. Before Univision, Reyes worked at Fox and in film development at Salma Hayek’s production label Ventanazul.
In announcing its three new hires, Mitú managed a dig at traditional entertainment companies. “And while we applaud the recent push in Hollywood to achieve 50/50 gender equality by 2020, Mitú is here now,” said the company’s president and co-founder, Beatriz Acevedo, in a statement. The hires come several months after Mitú promoted Jesus Chavez, previously the company’s SVP of operations, to the newly-created role of COO. In addition to its Los Angeles headquarters, Mitú has offices in Miami, New York, Chicago, and Bogotá, Colombia.
Known for programming that targets Latinx millennials, Mitú has produced series for YouTube that feature some of the platform’s biggest homegrown stars, including as YouTube Red’s Long Distance starring Chachi Gonzales (1.3 million subscribers) and Josh Levya, (2 million subscribers). Mitú also partnered with the NFL in February on videos spotlighting Latino football players.
