Valeria Castro Rivera
Strategy and Insights Manager, Univision Communications
Welcome to The Point, EDO’s guest series where we talk with people who represent the future of the TV advertising industry about what’s happening in the industry today and where it’s headed.
From their insights and experiences to advice for others looking to jump into the field, there’s a lot to cover – so let’s get right to the point!
Today we’re chatting with Valeria Castro Rivera, Strategy and Insights Manager at Univision Communications.
Welcome, Valeria!
What is one of the most important things happening in the industry right now?
The media landscape has changed as more platforms have emerged. Media companies are fighting to get consumers’ attention. People have multiple media platforms to engage with, so brands must stand out in order to attract consumers. Transformation to get deeper connections is key.
COVID taught us that we can transform and adapt quicker than we thought. Now that we know we can do it, let’s do it! Let’s change, transform and adapt.
What’s the most exciting part of your role?
As a Strategy and Insights Manager, my role is to help corporations capitalize on the Hispanic market as a source of growth. I get to work across multiple industries and brands. What I love about it is that this is a two-way street learning experience for both me and my clients. The Strategy and Insights team is divided into verticals so that we become experts in different industries. I’ve developed a deep understanding of specific categories, including industry trends, consumer insights and marketing best practices.
Moreover, as a Latina, I am very proud to have the opportunity to educate corporations on the power of Hispanics. Hispanics are 63 million strong and represent 19% of the total U.S. population. Having a marketing strategy focused on U.S Hispanics is a must.
What’s the most challenging part of your role?
Not many companies recognize the value of the Hispanic marketplace. For this reason, my main role is educating clients on the power of the Hispanic Consumer.
For example, did you know that Hispanics have greater lifetime value? The average age of Hispanics is 30, compared to 44 Non-Hispanic. This advantage gives Hispanics many more years of effective buying power!
Thanks for sharing these insights, Valeria. I’d love to hear more about your background and path to working in TV advertising.
How did you start working in this industry? What has your journey been like?
I started working at Univision two years ago. I was on the client and agency side before that, so this has been the first time I’ve worked at a media company, and I love it. Media companies are rapidly evolving, and to be part of this transformation is an enriching experience.
What’s the biggest professional obstacle you’ve overcome?
I wouldn’t use the word “obstacle,” but moving to New York City, doing my Master’s, and looking for a job was a challenging but rewarding experience. I came here with the idea of going back to Peru within the first year. It’s already been six years and New York has become my home.
What do you hope to be doing in five years?
Five years ago, I thought I would be back in Peru, enjoying my life in my comfort zone…so apparently, I knew nothing!
I don’t know if I am going to be in New York City, but I know for sure I would like to continue working on consumer insights because that’s my passion. As for my personal life, I would like to travel around the world and discover and learn from new people and cultures. If I can do both, I would consider myself a very lucky person.
Thanks so much for taking the time to speak with us Valeria. It’s great to learn from your insights and think about the opportunities the industry has for ongoing transformation!
Before you go…
What’s your favorite season? Definitely fall. In Peru, we only have two seasons, winter and summer. Fall is simply magical. The fall colors are amazing to me.
What’s your favorite holiday? New Year’s Eve
What’s your go-to comfort food? Peruvian food
Top 3 Musical Artists? Ruben Blades, Coldplay, Beirut
Favorite TV show(s)? Succession, This is Us, Game of Thrones, Friends, The Office, Seinfeld
Favorite hobby? Going for walks with my dog Eugenia while I enjoy a good cup of coffee.
Cake or Pie? Cake
Coffee or Tea? Coffee
Thanks for joining us, Valeria. We wish you all the best!