Canela Media Names Chechu Lasheras Chief Strategy Officer

Canela Media, a female and minority-owned technology-driven company “committed to redefining digital media experiences for the Latino community,” today appointed Chechu Lasheras chief strategy officer. In this new role, Lasheras will spearhead the company’s corporate strategy, emphasizing growth and identifying new avenues of opportunity.

According to Canela, “with a wealth of technology and operations expertise, Lasheras brings a proven track record in business transformation and scaling. His comprehensive understanding of market dynamics stems from his experience on both the supply and demand sides of the industry. He will play a pivotal role at Canela Media working hand in hand with the leadership team to set the strategic direction of the company and make key business decisions by leveraging data and financial analytics, engaging in planning, and forecasting activities.

As chief strategy officer, Lasheras will also be responsible for promoting a culture of innovation within the organization, monitoring emerging technologies, industry trends,and consumer behaviors to identify disruptive opportunities and develop innovation strategies.

“Chechu Lasheras’ appointment as chief strategy officer marks a significant milestone for Canela Media,” said Isabel Rafferty Zavala, Canela Media CEO-founder. “His visionary approach and deep understanding of the media, tech and advertising ecosystem will be instrumental in charting our course to new horizons, capitalizing on opportunities, and solidifying our position as an industry leader in the media and multicultural space.”

Prior to joining Canela Media, Lasheras was executive director at Miami Dade College. He also served since the inception as an adviser to Canela Media, providing strategic guidance leveraging his expertise to further impact the media industry.

He was also chief digital revenue officer at Grupo Prisa, a global media conglomerate, where he helped develop monetization strategies; leading business development initiatives such as the creation of Prisa Content Studio and Prisa Programmatic & Data Hub, as well as driving revenue growth through new acquisitions and international expansion.

As Chief Digital Officer at Omnicom Media Group, a global advertising and marketing communications company, Lasheras worked closely with agencies (OMD & PhD) and central teams, fostering collaboration and ensuring the development of effective strategies, structures, talent, and processes.

During his tenure in Spain, Lasheras was the president of the Interactive Advertising Bureau. His efforts increased IAB membership and solidified collaboration, agenda-setting and industry leadership. He also provided strategic and operational advice to drive performance and success while working with firms including Deloitte and AT Kearney.