Digital media and ad tech are at a turning point, driven by visionary professionals who understand the power of cultural authenticity and innovation. In this Hispanic Heritage Month feature, we honor the contributions and achievements of eight Hispanic and Latino leaders. 

From launching groundbreaking platforms to leveraging cutting-edge technology to amplify the voices of multicultural communities to ensure that multicultural voices are heard and represented, these eight trailblazers are shaping the industry’s future. Here’s a look at how they’re leading the charge.

8 Inspirational Hispanic Leaders Shaping the Future of Digital Media and Ad Tech

1. Isabel Rafferty Zavala, Founder & CEO, Canela Media

Revolutionizing Latino Streaming Through Innovation and Cultural Connection

Isabel Rafferty Zavala is not just a CEO — she’s a digital marketing pioneer who is revolutionizing how brands connect with Latino audiences. As the Founder and CEO of Canela Media, she has created a comprehensive digital ecosystem for brands to reach multicultural audiences, including Canela.TV, the first AVOD streaming service built by Latinos for Latinos.  Her journey, from founding Mobvious to securing $32 million in venture capital funding, is a testament to her vision and resilience in an industry often dominated by non-minority voices. Under Isabel’s leadership, Canela Media has become a powerhouse, reaching over 50 million monthly users globally.

Breaking Barriers in a Competitive Media Landscape

“Breaking into the digital media industry as a young Hispanic entrepreneur comes with unique challenges, especially around funding and representation. Less than 2% of VC funding goes to women-led businesses, so it’s critical to target investors committed to supporting women and minorities. Surround yourself with mentors and build relationships with VCs who align with your values and mission. Persistence is key — many doors will close, but the right one will open if you stay focused.”

Isabel’s leadership goes beyond business. She is passionate about supporting underrepresented communities, from young Latino students to emerging Latino filmmakers. Her vision for the future of Hispanic-focused media is clear: to leverage technology to tell more personalized, culturally resonant stories that engage audiences on a deeper level.

2. Adrian Ruiz, Co-Founder, Mundial Media

Harnessing AI to Drive Multicultural Marketing Innovation

Adrian Ruiz co-founded Mundial Media to transform how brands engage with multicultural audiences through advanced contextual marketing. With a deep background in revenue operations, AI, and product development, Adrian strongly advocates leveraging technology to reach diverse communities authentically.

Building Inclusive AI for Multicultural Audiences

“Growing up immersed in both Mexican and American cultures shaped my approach to building Mundial Media. My heritage instilled in me the importance of representation and understanding diverse perspectives. One of the unique challenges in ad tech is the underrepresentation of Hispanic professionals. But this challenge has also been an opportunity to advocate for more culturally relevant advertising that genuinely connects with diverse audiences.”

Adrian also fosters diversity within his teams, believing innovation thrives when different voices are brought into the conversation. His work ensures that multicultural audiences are not just reached but celebrated. His approach to AI-driven marketing strategies ensures that these communities are authentically represented, setting the stage for a more inclusive ad tech ecosystem. The ad tech entrepreneur has a future goal to continue expanding Mundial Media’s AI-driven solutions to create even more meaningful, personalized ad experiences for underrepresented groups.

3. Paula Grunfeld, CRO, Bunny Studios

Fostering High-Performing Teams for the Future of Digital Media

As CRO of Bunny Studios, Paula Grunfeld is a powerhouse in digital media, known for driving revenue growth and building high-performing teams. With a focus on inclusivity, Paula has helped position Bunny Studios as a leader in creative outsourcing, enabling brands to access diverse talent for media production.

Passion and Mission Drive Success

“If I could give my younger self career advice, it would be to focus on finding something you love. Your passion will shine through in your work and open doors for growth and success. Don’t be afraid to take risks, even if they seem unconventional at first. By staying true to your mission and passion, you’ll find fulfillment in both the journey and the destination.”

Paula continues to advocate for diversity in hiring practices, believing that a diverse workforce is fair and essential for innovation. She emphasizes that companies should invest in underrepresented talent, giving them the tools and opportunities to thrive and contribute to a more dynamic industry. She believes companies must actively support Hispanic professionals through mentorship, training, and development programs. By doing so, they will create a more inclusive industry that thrives on diverse perspectives.

4. Armando Aguilar, VP Programmatic Operations, Mirror Digital

Culturally Relevant Connections Through Programmatic Innovation

With over two decades of experience, Armando Aguilar has honed his skills in programmatic advertising to focus on connecting brands with multicultural audiences. As VP of Programmatic Operations at Mirror Digital, Armando’s leadership ensures that culturally relevant messaging is at the forefront of their campaigns.

Change is the Only Constant

“The best advice I ever received was to embrace change. In this industry, where technology and strategies evolve rapidly, adapting to change is not just an option — it’s a necessity. As a Puerto Rican growing up near Boston, I learned early on that my heritage and language were assets, not obstacles. It’s crucial to be your authentic self in every room you enter.”

Armando’s approach to programmatic advertising focuses on integrating cultural insights into data-driven strategies, ensuring that campaigns are effective and culturally relevant. He is passionate about using his platform to advocate for more inclusive marketing strategies. The programmatic professional believes that the future of advertising lies in embracing cultural diversity, allowing brands to engage with consumers impactfully and authentically.

5. Anthony Diaz, Director of Digital Revenue & Ad Operations, TED Conferences

Pioneering Innovation in Digital Revenue Strategies

Anthony Diaz has spent over 15 years shaping the digital advertising space, and his current role at TED Conferences focuses on optimizing workflows and maximizing revenue opportunities. His previous experience at companies like Viacom and Sports Illustrated has equipped him with the knowledge to lead complex digital strategies.

Embrace Challenges as Opportunities for Growth

“If I could give my younger self any advice, it would be to appreciate the challenges and obstacles in your career — they’re the best teachers. Each setback offers a lesson that contributes to long-term growth, personally and professionally. In the ad tech space, especially for underrepresented communities like ours, it’s vital to see each challenge as an opportunity to innovate.”

Anthony believes diversity and representation are essential for talent development and key drivers of innovation. The digital media leader says diversity in the workplace leads to more innovative solutions. He’s passionate about mentoring the next generation of Hispanic professionals, ensuring they have the support and opportunities to thrive in an ever-evolving industry.

6. Rebeca Medina, Sr. Digital Engagement Manager, Campari

Driving Engagement with Data and Creativity

Rebeca Medina has carved out a niche in the digital marketing world, blending creativity with data-driven insights to engage consumers. As Sr. Digital Engagement Manager at Campari, she leads initiatives that are as data-informed as they are innovative, ensuring that the brand connects with its audience on a deeper level.

Bring Your Unique Perspective to the Table

“One piece of advice I’d give my younger self is to lean into your unique background and experiences — they are your strengths. Don’t be afraid to share your insights, even if they challenge the status quo. And while you’re working hard, don’t forget to take care of yourself. Maintaining a balance between professional ambition and personal well-being is essential for long-term success.”

Rebeca is dedicated to showing that diverse perspectives, particularly those from the Hispanic community, can fuel innovation and creativity in marketing. Her goal is to create campaigns that resonate with consumers and reflect the diversity of the world. She believes that companies that prioritize diversity will ultimately be the ones that drive the most creative and impactful change in the industry.

7. Dennis Paredes, Director of Performance Marketing, WMX

Mastering Performance Marketing with a Cultural Lens

Dennis Paredes has spent over two decades perfecting the art of programmatic advertising. As the Director of Performance Marketing at WMX, he leads efforts to ensure that programmatic strategies are both data-driven and culturally resonant, focusing on reaching diverse audiences. Dennis leads programmatic efforts across multiple formats, including video, native, and audio.

Turn Every Challenge into an Opportunity

“My advice to young Hispanic professionals in the performance marketing space is simple: understand every lever that drives performance, and don’t wait for opportunities — create them. Dive deep into programmatic platforms, experiment, and invest in your learning. The ability to navigate different cultures and realities is a superpower; use it to your advantage.”

Dennis continues leveraging his cultural background to create marketing strategies that connect on a human level while delivering measurable results. The performance marketing leader is passionate about mentoring young Hispanic professionals and believes that the future of marketing lies in combining cultural insights with cutting-edge technology. His leadership style encourages curiosity, continuous learning, and pushing boundaries. He’s passionate about mentoring young professionals and sharing the tools they need to succeed in the industry.

8. Kevin Salguero, Director of Programmatic Operations, TelevisaUnivision

Leading with Purpose in Programmatic Operations

Kevin Salguero is a seasoned programmatic advertising professional, overseeing buy- and sell-side operations at TelevisaUnivision. While maximizing the monetization of the company’s owned properties, Kevin ensures that Hispanic audiences are authentically represented in digital campaigns. His work in audience extension and data strategies helps drive deeper connections between brands and Hispanic audiences.  

Representation and Mentorship Matter

“Representation means seeing professionals with stories like mine flourish — not because of our shared heritage, but because of the talent we bring to the table. As Hispanic professionals, we have a unique ability to navigate between cultures, which makes us invaluable in spaces like ad tech. My advice to young Hispanic professionals? Stay curious, learn outside your scope, and find mentors who can guide you — mentorship is key.”

Kevin’s dedication to mentorship is a central theme in his career, and he continues to advocate for more representation of Hispanic professionals in ad tech. His approach to leadership is rooted in continuous learning and giving back to the community. The ad tech pro is on a to ensure that future generations have the tools and opportunities to thrive in the digital landscape.

Paving the Way for Future Innovation

These eight leaders are more than just digital media and ad tech professionals — they are trailblazers reshaping the industry’s future. By prioritizing cultural authenticity, embracing technology, and advocating for diversity, they set new standards for what’s possible. Their stories serve as a beacon for the next generation of Hispanic professionals, proving that representation and innovation go hand-in-hand. As they continue to push boundaries and break barriers, they’re not just driving progress, they’re paving the way for others to follow in their footsteps.

The post 8 Inspirational Hispanic Leaders Shaping the Future of Digital Media and Ad Tech appeared first on AdMonsters.

It is also about the stories of everyday people pushing to make a difference in their families, community spaces, and work environments. In the ad tech ecosystem — the Black ad tech, ad ops, rev ops, and digital media professionals  — are a part of Black History. 

That is why for Black History Month, AdMonsters is celebrating Black professionals making history throughout the ad tech ecosystem.

Back in 2020. we wrote a lot about ad tech’s diversity problem, and in 2023 unconscious bias continues to rear its ugly head when it comes to funding, hiring, and relationship-building within the industry. For that very reason, we’d like to highlight 10 unsung heroes — Black professionals making waves and leaving their mark on the advertising and digital media industry. 

10 Black Ad Tech Professionals

Sheila Marmon, Founder + CEO, Mirror Digital 

Sheila Marmon is passionate about launching and operating new businesses in the digital media industry and has created innovative platforms for over 20 years. Her expertise focuses on growth markets and delivers meaningful ROI for investors and multinational organizations.

As Founder + CEO of Mirror Digital, an interactive media and advertising company, she helps Fortune 500 brands tap into the fastest-growing U.S. consumer base — the multicultural market. Sheila has executed over 800 digital campaigns in this space for clients, including AT&T, Clinique, Comcast, Disney, Ford, General Motors, Intel, Macy’s, Procter & Gamble, Universal Pictures, Walmart, and other leading brands.  

What advice would you give your younger self at the start of your career in ad tech?

Jump in and get involved by learning everything you can and taking every opportunity to be of service. Being one of the few people of color in our industry can be intimidating, but instead of feeling like it makes you an outsider, use your unique POV and lived experience to stand out.

Terry Guyton-Bradley, Director of Programmatic, Red Ventures

Terry is the senior director of programmatic at Red Ventures, Inc. Red Ventures is home to brands such as CNET, ZDNET, Mymove, and Bankrate. He leads the global strategy for RVs programmatic programs across all brands.

Terry is an industry veteran with over 20 years of experience. From the early days of Doubleclick, he has been a leading voice and advocate for programmatic advertising. He participates actively in the industry-wide conversation on data privacy and the plethora of targeting solutions.

Where do you hope to see Black professionals in ad tech in the future? 

We have begun to see Black tech professionals rise to the top of corporations and start their own tech companies. I hope we continue to be influential voices in our industry by sharing our perspectives and values. Everyone needs to know and understand what is important to our culture and how we need to be viewed as major consumers worldwide.

Kerel Cooper, President of Advertising, Group Black 

Kerel Cooper is an award-winning executive with 20+ years of digital media experience building Advertising Operations, Account Management, and Marketing teams.

Kerel is the President of Advertising at Group Black, a next-gen media collective and accelerator focused on advancing Black-owned media properties. In his current role, Kerel leads Group Black’s advertising revenue & operations team, including sales, ad operations, analytics, and customer success. He works closely with the executive team to deliver seamless client and customer experiences.

He also is the co-founder and co-host of the Minority Report Podcast, which highlights people of color, women & LGBTQ+ leaders within business, media, and technology. 

Where do you hope to see Black professionals in ad tech in the future?

I hope to see more black professionals enter ad tech, building great careers and taking on more leadership and executive positions. I wrote People of Color Trying to Break Into Ad Biz: Consider Ad Ops a few years back. I still believe this to be true today because many positions like advertising and revenue operations sit at the center of everything and can open career doors that aren’t immediately obvious. Still, I believe having 360-degree knowledge of the industry is vital to building a great career in ad tech.

Chelly Jones, Director of Digital Ad Operations, Washington Post 

Chelly Jones is the Director of Digital Ad Operations at the Washington Post. In this role, she leads a team of traffickers and ad operation QA specialists responsible for ad-related testing, building, trafficking, and delivery efforts across various digital platforms. She spends her days partnering with Marketing, Product, Engineering, and other operations leads, productizing innovations and editorial initiatives.

Chelly also serves as the inaugural chair of the Washington Post’s Black Inclusion Network. Part of the mission is to enable black employees to realize their fullest professional potential and to foster an environment where culture and connection are embraced in every aspect of their career while at The Washington Post.

What advice would you give your younger self at the start of your career in ad tech?”

I would tell my younger self that “tech” isn’t scary and to run as fast as possible toward the risks that scare you. The rewards are too great not to.

Melissa Bonnick, Executive Director, Head of Programmatic, Paid Media Tagging & Trafficking, JPMorgan Chase & Co

Melissa graduated from St. Johns University with a degree in Journalism and jumped straight into digital advertising, where she has been for over 20 years. Beginning with an internship in ad operations at a small ad network, it was only a short time before she became the ad operations lead.

She is currently at JPMorgan Chase & Co., where she has combined her experience into a role that manages programmatic, paid media ad operations, and tagging & trafficking. She has also spearheaded the diverse spend initiative through programmatic, increasing investment with diverse-owned publishers year over year by 8.3x, with additional growth to come in 2023. As the paid media ad ops, tagging, and trafficking lead, she manages the paid media pixels across all pages and trafficking all in-house campaigns within their ad server.

Where do you hope to see Black professionals in ad tech in the future?

I have worked hard to earn my seat at the table and am present when prominent players in the advertising space are making critical decisions. I hope that when I look around this table, I see more people of color whose voices are being heard and respected. Some of these conversations can be difficult — especially when you are the only POC in the room, but not having the opportunity to have them is even worse.

Albert Thompson, Managing Director, Digital, Walton Isaacson

While carrying the “ethos” of a Marketing Technologist, as the Managing Director, Digital Innovation at Walton Isaacson, Albert Thompson always understood how technology has continued to transform the discipline of Marketing. Thompson spent the past 20+ years honing his cross-cultural communications experience through campaigns touching African Americans, Hispanics, the Queer community, Arab Americans, Asian Americans, Boomers, Millennials, GenZers, Urban culture, and the general market.

Ultimately, his purpose in this business is continuously adding value by “elevating the space” and those connected to him. Since Marketing has been a career choice since the 11th grade, his vision as a practitioner is to retire ALL outdated Marketing paradigms.

What advice would you give your younger self who is starting their career in ad tech?”

Only the consumer is guaranteed to win. Spend more time studying people (as consumers) than studying Ad Tech as a discipline. Then study the CMO because, as the ultimate Marketer, he is everyone’s boss! The Brand team, the agency, and the Ad Tech platforms getting advertiser budgets all report to the head of Marketing. Marketing is the “parent company” – Not Advertising or Ad Tech.

Reggie Hudson, VP, Advertising Operations, The Arena Group

Reggie is a seasoned media executive with over 15 years of digital experience at world-class and niche media companies. He joined The Arena Group in 2022 as the Vice President of Advertising Operations, overseeing the company’s ad tech & digital strategy, programmatic efforts, and direct, social, and email marketing to increase revenue-driven opportunities.

Reggie has also led the diversity, equity, and inclusion at multiple companies focusing on addressing corporate concerns for people of color, women, and the LGBTQ community.

Where do you hope to see Black professionals in ad tech in the future?

I hope to see young black professionals entering the space with new innovative ideas for the industry and I also hope to see companies like Group Black and Reset Digital continue to grow their business models.

Akinwole Garrett, GM, Revolt Podcast Network, Revolt Media & TV

Akinwole Garrett (Aki) is an accomplished senior strategy and business development executive with over fifteen years of data-driven business development and management experience at the intersection of technology, media, and telecommunications.

REVOLT Media & TV appointed Aki as the VP, Head of Business Development at REVOLT Media & TV, founded by music and entertainment icon Sean “Diddy” Combs in 2013. At REVOLT, Aki leads all strategy, new business development, mergers, and acquisitions. In addition to his business development role, Aki is the GM of the REVOLT Podcast Network, which he created in 2022.

Where do you hope to see Black professionals in ad tech in the future? 

I hope to see more Black professionals entering the ad tech space. There is still room for innovation and revenue in ad tech. Given all of the Black creative genius, the ad tech space is yet another place where our people can excel.

Robyn Green, Director of Programmatic, The New York Times

Robyn Green is the director of programmatic for New York Times Advertising, where she is responsible for driving programmatic revenue across mobile, web, video, and audio environments.

She works closely with teams across The Times, including Sales, Ad Solutions, and Ad Ops, to execute a reader-first programmatic strategy that also upholds The Times’s mission and values. Before joining The New York Times, she worked at WarnerDiscovery, AMC Networks, and Hulu.

Where do you hope to see Black professionals in ad tech in the future? 

I hope to see diverse representation in ad tech grow, and I will continue to do my part in demystifying Ad Tech for others starting in the industry. During my first internship in media, I had a mentor who happened to be a person of color. Seeing that representation mattered to me helped me seek out more roles in this industry and eventually move into a more technical side of advertising.

Brian Lee, Head of Programmatic Sales, TIME 

Brian Lee is a marketing leader with 16 years of experience driving results for the world’s largest brands. Throughout his career, he’s been driven by taking on significant challenges and driving results, leading to explosive career growth. Brian has also invested considerable time into thought leadership by either writing, speaking, and/or being featured by AdMonsters, Google, AdExchanger, Cheddar, Black Enterprise, AfroTech, Forbes, Quantcast, Zeta Global, and many more organizations.

In Brian’s most recent role, he was the Head of Programmatic Sales at TIME, developing the global programmatic strategy and go-to-market business plans that played a massive part in the digital transformation of a legacy print organization while helping to prepare the company for a cookieless world.

Brian’s advertising experience runs deep, including time at WPP, Publicis, Dentsu, and IPG across various verticals, including CPG, Tech/Telecom, Finance, Pharma, Retail, and more.

What do you hope to accomplish in the ad tech ecosystem?

I aim to join the C Suite at an organization where I can create an environment for top talent, innovation, and diversity to thrive. I also want to help the next generation of leaders accomplish their goals.

To read more stories in our Black History Month series, check out:

• Celebrating Black Pioneers in Ad Tech — Charles Cantu, Reset Digital
• Breaking the Glass Ceiling: The Legacy of Louis Jones, Brand Safety Institute
• The Importance of Black Media and Sharing Your Wealth: Cedric J. Rogers, Culture Genesis Inc. 
• A Seat at the Table With Lashawnda Goffin, CEO, Colossus SSP 

The post 10 Black Ad Tech Professionals Making Waves in Digital Media and Advertising appeared first on AdMonsters.