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Latino multichannel network MiTu is staffing up to support its expansion into cross-platform programming and integrated content.
The Culver City-based company announced Tuesday that it has made three senior hires: Daniel Batista to vp head of strategic partnerships and business development, Cesar Martinez to vp sales and branded entertainment and Jeff Mayo to senior vp business and revenue operations. All three will report to MiTu chief revenue officer Charlie Echeverry.
Batista joins MiTu from the Audience, where he was head of strategic planning. Martinez joins from Live Nation, where he was vp multicultural sales. Mayo comes from Machinima, where he was vp sales and advertising operations.
“Each of the new team joins MiTu at a meaningful time in our brand’s growth, both in the U.S. and abroad,” said MiTu CEO Roy Burstin. “Our ability to expand our original and partner offerings in the Latino digital entertainment space is based on our ability to build brand and content loyalty via strategic global alliances and smart, integrated and branded content executions…they will help ensure that we get there.”
MiTu is fresh off a $10 million investment led by Maker Studios investor Upfront Ventures. The company also is backed by The Chernin Group, Machinima co-founder Allen DeBevoise and Advancit Capital, the venture capital firm founded by Shari Redstone and Jason Ostheimer.
The company, which focuses on lifestyle verticals such as health, beauty and home, recently expanded into pop culture with the launch of the Macho channel. The anchor show, El Show With Chuey Martinez, is currently being adapted into a late-night series for HLN.
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