In an effort to expand its Latino and Latin America presence, BBC Worldwide has named Guillermo Sierra as senior vice president and GM of channels and branded services for Latin America and U.S. Hispanic.
Formerly Chief Content Officer and senior vice president at VME Media Inc., Guillermo will be responsible for the continued growth and strategic development of BBC Worldwide's portfolio of commercial channel services, which currently comprises BBC Entertainment, BBC HD and CBeebies.
He is also responsible for CBeebies in Latin America and the U.S. Hispanic markets. In leading the channels business, Guillermo will identify new opportunities to grow the existing services and launch new brands on both linear and non-linear platforms in this high growth market, the BBC said.
With teams in Sao Paulo, Mexico City and Miami, Guillermo will report to Jana Bennett, President, Worldwide Networks and Global BBC iPlayer. He will also work closely with Fred Medina, BBC Worldwide's Executive Vice President for Latin America who provides strategic direction for growth in the region. Guillermo takes up his new role from the Miami base on the 30th July.
BBC Worldwide recently announced a reorganisation to ensure a greater focus on international markets to capture future growth opportunities around the world.
"Guillermo brings a great deal of vision and an unrivalled knowledge of the Latin American and U.S. Hispanic media landscape to this role," said Jana Bennett, president of worldwide networks and global BBC iPlayer at BBC Worldwide, in a statement. "He will be a valuable addition to the business as we look to build on the success of our existing portfolio in this fast growing market, and look for new opportunities to introduce new brands to viewers through a range of platforms."