EVP & CMO, Univision Communications Inc.
In addition to orchestrating Univision’s marketing platform—and marketing functions across the company, including the Univision Agency—Rodriguez oversees the company’s research division. Whether developing “Todo Es Posible” (“Everything is Possible”), an inspirational brand campaign, spearheading local news branding campaign “Tu Gente. Tu Voz” or striking an unprecedented promotional deal for broadcast rights to Netflix original series “Narcos” and “Club de Cuervos,” Rodriguez is always finding ways to connect viewers with the brand by remembering her roots. She says she’d tell her younger self, “Who you are in 20 years will be made better and will seem better because of that unique perspective that you bring to the table of having been a girl from the inner city. It’s not something to be ashamed of. In fact, it’s actually going to be such a wonderful plus for you.”
Which current programming best reflects the kind of women’s roles you like to see and why?
I grew up in a family and culture where the matriarch is at the heart and soul of the home and the community, oftentimes running our families and representing strength, tenacity and warmth equally. Our award-winning Sunday night news magazine show, “Aquí y Ahora” is a great example of this — it’s hosted by two powerful, smart and empathetic women whom I personally admire, who have dedicated their careers to informing and empowering our community. I would like to see that manifested more on television—women depicted in commanding roles where we can be seen as strong and in control, while being thoughtful and caring. All are strengths that should be celebrated.
What advice would you give your 13-year-old self?
If I could tell my 13 year-old self-something that I know about me today, I would look at that young girl growing up in the South Bronx and tell her that whatever fear or nervousness she may have about coming from the inner city and how that would play into having a successful career and a successful life I would tell her don’t worry, it is going to be great. Who you are and will be in 20 years will be made better and will seem better because of that unique perspective that you bring to the table of having been a girl from the inner city. It’s not something to be ashamed of. In fact, it’s actually going to be such a wonderful plus for you.
What’s been the biggest story in cable this year?
I am very proud of the success of our sports network, Univision Deportes Network. In four short years, UDN has cultivated a loyal and engaged following that speaks to the power of the brand and the ability of Hispanic consumers to drive growth in media. It proves that relevant content has the power to drive and engage audiences even in a fragmented marketplace.