Univision Promotes Three Local TV Execs

Ramon Pineda is named SVP and regional GM; Roberto Yañez becomes SVP-GM of WFTY New York; while Alejandra Santamaria becomes VP-GM-sales director of Univision Arizona.

Univision Communications on Wednesday made three executive appointments.

First, Ramon Pineda was named SVP and regional GM overseeing several markets including those in the Southeast and Puerto Rico.

Roberto Yañez was made SVP-GM of Univision New York.

And Alejandra Santamaria was named to VP-GM and director of sales of Univision Arizona, effectively immediately.

“Ramon, Roberto and Alejandra are standout leaders at Univision who have several decades of experience and a depth of passion for our audience, clients and partners that is unmatched,” said John Eck, chief local media officer at Univision Communications. “These appointments are yet another step in the evolution of our local media organization that I’m confident will help us to continue to drive towards growth and innovation.” 

In his new role, Pineda will oversee the company’s station operations in Atlanta; Raleigh, N.C.; Philadelphia; Cleveland; and Puerto Rico. He will work closely with Eddy Elguezabal, VP-GM and director of sales, who leads the teams in Atlanta, Raleigh and Philadelphia, and Mike Gillespie, president-GM of Univision Puerto Rico. Elguezabal and Gillespie will report to Pineda.


Pineda’s professional experience in Spanish-language media and marketing spans more than 20 years and encompasses senior positions at various broadcast television, cable television, and radio companies. He has served in various roles throughout his tenure at Univision, including SVP-GM of Univision New York and VP-GM of Univision Arizona.

In his new role, Yañez will oversee broadcast operations of WXTV New York. He will also assume oversight of WFUT UniMás 68 and radio stations La Que Buena, 92.7, La X 96.3 and WADO 1280AM. Since joining Univision more than 20 years ago, he has played a central role in the Univision local media leadership team. He first joined the company as a managing editor at KMEX Los Angeles and has held a variety of roles including serving as news director for WXTV New York. More recently, he has been VP-GM of Univision stations in Arizona, Bakersfield, Calif.; and Salt Lake City. 

Santamaria is appointed to the position of VP-GM and director of sales of Univision Arizona. Santamaria joined Univision in 1993 as a promotions intern in Los Angeles, since then she has held roles in Sales and Research that have provided her a broad view of the company. In 2014, she was promoted to VP-director of sales in Arizona.

Santamaria is a founding member of the Univision Women’s Leadership Council and in 2014, completed the UCI GM Training Program for high-potential individuals at the company. In her new role she will report to Luis Fernandez-Rocha, SVP-GM.

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