KXAS-KXTX Dallas Makes Marketing Exec Changes

Bernadette Valles

Bernadette Valles today was appointed vice president of brand and strategic marketing for NBC’s Dallas-Fort Worth’s KXAS and KXTX (Telemundo 39). In this role, she will spearhead the marketing efforts for both stations. Valles will report to Tony Canales, president-GM. In addition, Edwin Mendez has been promoted to marketing director for both stations. Both Valles and Mendez’s new roles take effect immediately.

“We’re excited to welcome Bernadette to our team and expand Edwin’s role in a purposeful effort to best leverage the synergies of both NBC 5 and Telemundo 39,” Canales said.  “Our stations are uniquely positioned to best serve our North Texas community in two languages and across multiple platforms. Bernadette and Edwin will play a pivotal role in helping us amplify our unique advantages through innovative and creative marketing campaigns.”

Edwin Mendez

With more than 25 years of experience in local broadcasting, Valles began her career in English-language television in San Antonio, Texas. She joined Univision Dallas as director of marketing and creative services in 2000 and was promoted to director of operations in 2018. In that role, her responsibilities expanded to include overseeing all local television production operations for Univision 23/KUVN and UniMas 49/KSTR, marketing efforts for radio partnerships and all cross-platform initiatives. Valles has been recognized with 16 Lone Star Emmy awards.

Mendez, director of marketing for KXTX since 2018, now adds KXAS to his responsibilities. An award-winning marketer for both network and local television, he has served in marketing leadership roles at Telemundo of Puerto Rico, Univision Communications and EVENTUS Marketing.