Global advertising and media technology company Entravision is reshaping its U.S. leadership structure with a series of executive promotions aimed at accelerating revenue growth, expanding its Latino media footprint, and modernizing operations with digital and AI initiatives.

The company announced three key promotions across its U.S. media division:

• Maria Martinez-Guzman has been promoted to President of Entravision Media

• Eduardo Maytorena becomes President of Entravision Audio

• Winter Horton steps into the role of Chief Revenue Officer

All three executives will report directly to Michael Christenson as the company doubles down on audience growth, advertiser relationships, and operational modernization.

“These promotions align our leadership with our core objectives: serve our Latino audience and advertisers, lead with sales, and modernize our operations,” Christenson said in the announcement.

A New Leader for Entravision’s Video Business

As President of Entravision Media, Martinez-Guzman will oversee television programming, digital video initiatives, and national and local TV sales operations.

Her responsibilities include leading video content strategies across both traditional broadcast and streaming platforms—an increasingly important area as media companies shift toward digital distribution.

Martinez-Guzman brings extensive industry experience to the role. She began her career in Entravision’s McAllen office before spending more than two decades at Univision, where she most recently served as Executive Vice President of News.

Her return to Entravision signals the company’s intent to strengthen its video strategy across broadcast and streaming.

“Video has always been at the heart of my career,” Martinez-Guzman said. “It’s how we inform, tell stories, and build trust. I look forward to positioning Entravision as a leader in broadcast and streaming video.”

Audio Strategy Expands Under New Leadership

Meanwhile, Maytorena will take charge of Entravision’s radio and digital audio operations as President of Entravision Audio.

His role includes overseeing programming, network and national sales, and local market sales for radio-only markets.

Previously a Senior Vice President in Entravision’s Los Angeles market, Maytorena now steps into a larger strategic position focused on transforming the company’s audio business.

“I’m proud to help lead the next phase of growth,” Maytorena said. “We will change the audio game and transform it into a more integrated, dynamic platform.”

The move reflects a growing emphasis on digital audio formats—including streaming radio, podcasts, and connected-car listening—areas where advertisers increasingly allocate budgets.

Revenue Operations Get a Dedicated Leader

As Chief Revenue Officer, Horton will oversee sales across Entravision’s combined markets as well as sales operations and support functions across all regions.

Horton most recently served as a Senior Advisor to the CEO, helping develop Entravision’s evolving media strategy.

His background includes leadership roles at multiple media companies, including Liberman Broadcasting, the predecessor to Estrella Media, as well as Meruelo Media.

In his new role, Horton will focus on aligning the company’s media platforms—television, audio, and digital—to deliver integrated advertising opportunities.

“I’m thrilled to collaborate with an exceptional team as we bring the full strength of our media platforms to market,” Horton said.

Additional Leadership Changes Across the Company

Entravision also announced several other executive updates designed to strengthen operations, legal oversight, digital development, and AI strategy.

Key changes include:

• Mark Boelke will now serve as Chief Operating Officer in addition to his existing role as Chief Financial Officer.

• Jeff DeMartino has been promoted to Chief Legal Officer, expanding his responsibilities to include leading company partnerships.

• Jessica Martinez will serve as Executive Vice President of Digital Products and Operations.

• LeaAnna Hernandez becomes Executive Vice President of AI Strategy, reflecting the company’s growing focus on AI-powered media and advertising tools.

• Fred Roggin will serve as President of Entravision Digital.

Why the Leadership Shift Matters

Entravision’s leadership changes come as the company navigates a rapidly evolving media landscape.

The company has built a strong presence in Spanish-language broadcasting while expanding its reach into digital advertising technology, streaming platforms, and data-driven media solutions.

At the same time, brands increasingly seek targeted media channels that connect with multicultural audiences—particularly the growing Latino consumer market in the United States.

By restructuring leadership across video, audio, revenue, and digital operations, Entravision appears to be positioning itself to compete more aggressively across both traditional media and modern advertising technology ecosystems.

The addition of dedicated AI strategy leadership also signals that the company sees artificial intelligence as a core component of its future media operations.

For advertisers looking to reach Latino audiences across broadcast, digital, and audio platforms, Entravision’s evolving leadership structure could play a key role in shaping how those media opportunities are delivered in the coming years.

Get in touch with our MarTech Experts.