mitú, the digital network that that produces content geared towards a young Latino audience, has brought on Larry Gelfand (pictured) to fill the role of Senior Vice President of Brand Partnerships. In his new role, Gelfand will lead mitú’s eastern territory client portfolio and partner with associated agencies to lead the proposal, negotiation and execution of branded partnerships across the telecommunications, sports, QSR and auto industry categories. Based in the company’s New York office, Gelfand will directly manage a team of dedicated sales directors and report directly to Charlie Echeverry, mitú’s Chief Revenue and Partnerships Officer.
Over the past eight years, Gelfand has shuffled around the industry, working as SVP of Digital Ad Sales for the NHL, SVP of digital ad sales for Turner Broadcasting, SVP of digital ad sales for Discovery Communications, and most recently served as Head of Industry of Telecom at Google.
In addition to Gelfand’s background as a digital ad sales leader, he is also the winner of The New York Times “Publisher Award” for demonstrated leadership, the “President’s Award” for distinguished leadership at Viacom’s MTV Networks and he led the IAB’s number one “Large Digital Ad Sales Team” at Discovery Communications.
“I know that Larry is going to help keep mitú winning,” said Charlie Echeverry, Chief Revenue and Partnerships Officer at mitú. “He’s super connected to the marketing, media and technology industries and is a consummate dealmaker who’s built his career by bringing world class solutions to blue chip marketers; he’ll greatly raise our profile and partnership prospects in the advertising capital of the world, we’re thrilled to have him join the team,” Echeverry added.
mitú’s investors include Upfront Ventures, WPP, AwesomenessTV, and Verizon Ventures. mitú is headquartered in Downtown Los Angeles and has operations in New York, Chicago, and Bogotá, Colombia. For more information, visit