Mitú Hires 3 Latina Execs in Development, Production and Marketing

Zadi Diaz, Gina Reyes and Rachel Garcia join digital media brand Mitú’s L.A. Office

Zadi Diaz Gina Reyes Rachel Garcia Mitu

Mitú, the leading digital media brand for Latino millennials, added three development, production and marketing executives to the company, Beatriz Acevedo, co-founder and president of Mitú announced Wednesday.

Joining Mitú are: Zadi Diaz, Vice President, Digital Studio for Premium Content; Gina Reyes, Vice President of Scripted Development for Television and Film; and Rachel Garcia, Vice President, Marketing and Brand Strategy. All three executives will be based at Mitú’s Los Angeles, California, headquarters.

“I am so excited to have these amazing Latina executives join Mitú as we continue on our mission to be the leading cultural voice and brand for Latino youth in our country,” Acevedo said. “These accomplished women will add tremendous expertise as we expand our scripted development, premium digital series and branded marketing efforts. And while we applaud the recent push in Hollywood to achieve 50/50 gender equality by 2020, Mitú is here now, and is a proud outlier in the tech/media space. There is extraordinary diverse talent available for those who look, and with all respect, 50/50 Day should be every day.”

Zadi Diaz is an award-winning creative executive who specializes in digital storytelling. In her new role at Mitú she will oversee short, mid-form and branded video development and production. Her 10-plus years of experience in online video production includes narrative, non-fiction and documentary projects, as well as branded entertainment series with Fortune 500 advertisers.

Prior to joining Mitú, Diaz was vice president of programming and development at ipsy. Previously, she was executive producer of AwesomenessTV’s “Awestruck,” and of YouTube’s flagship show, “YouTube Nation,” produced by DreamWorks Animation. Diaz also served as head of content development at Disney Interactive, where she developed and produced original live-action and animated series across The Walt Disney Company’s websites and social platforms.

Gina Reyes joins Mitú from Story House Entertainment at Univision, where she served as director of content development for English and Spanish-language scripted series. In her new role at Mitú she will oversee the company’s growing scripted development initiatives for television and film. Reyes spent five years at Fox as director for the Fox Writers Lab, Fox TV Directors Lab and the Fox/AFI Filmmakers Lab for Fox Broadcasting Company and 20th Century Fox Television. She also served as a Creative Executive at 20th Century Fox Film.

Rachel Garcia will oversee Mitú’s marketing, creative partnerships and programs, including the company’s in-house agency that uniquely connects brands and businesses that wish to deeply engage with millennial Latino and multicultural audiences. Additionally, Garcia will develop the company’s fanbases through social media, events, licensing and merchandising, and will lead Mitú’s B2B and sales marketing efforts.

An accomplished executive with more than 15 years of experience in marketing, investor relations and public relations, Garcia previously served as vice president, marketing and social media for BBC America. In her five years at the company, Garcia oversaw multiple national TV, print, out-of-home and online campaigns for the channel’s hit programs, including global franchises “Doctor Who, ” “Top Gear,” “Planet Earth” and the hit original, “Orphan Black.” She also managed the company’s social media marketing strategy and execution, including the award-winning “Doctor Who” official Tumblr, one of the most popular accounts on the Tumblr platform, and the Webby Award-winning campaign for “Orphan Black.” Prior to BBC America, Garcia headed advertising solutions at pioneering entertainment startup Next New Networks, acquired in 2011 by YouTube, where she managed the company’s brand campaigns for advertisers including Lionsgate, Starburst, Procter & Gamble and American Express.