Adriana Cisneros de Griffin, third generation scion of the largest privately held media company in Latin America, has been named CEO of Coral Gables-based Cisneros Group. Previously she was the company’s vice president of strategy, initiating a broad range of digital and e-commerce initiatves.
In connection with the promotion, Cisneros, 33, her husband and two young children have moved from New York to Miami. Since becoming strategy director three years ago, Cisneros has visited the headquarters frequently and become involved with local entrepreneurship programs.
“We view ourselves as a pan-regional media company. From a logistics standpoint, it’s much easier to stay on top of the U.S. media market from Miami,’’ where Hispanic broadcast giants Univision and Telemundo are also based.
“There’s nothing healthier, nothing better to achieve excellence than competition,’’ she said. “Content is becoming very sophisticated. People have to keep up.’’
As CEO, she plans to continue creating content for Hispanic markets -- the company currently creates content for Univision aimed at younger, male audiences -- across both traditional and new media platforms. Investment in new media initiatives will be a priority, along with corporate social responsibility focused on education in Latin America.
With the appointment, Cisneros becomes the only female chief of a major Hispanic media company. Her father, Gustavo Cisneros, will remain chairman. Steven Bandel, formerly CEO, will become co-chairman. Adriana Cisneros remains vice-chairman. The company’s assets include Venevision, the Venezuelan broadcast giant, and several digital companies.
Manuel Machado, CEO and co-chairman of MSGComm, an Hispanic advertising agency with offices in Miami and New York, characterized Cisneros appointment as “a positive move all around.
“The Cisneros Group has always been a visionary company. They’re looking ahead to the future, keeping the company in the family. And to have a woman running a major company, it’s a good sign for the Hispanic community.’’