Sofia Vergara’s Latino-Focused Media Company Raze Adds Chief Creative Officer, Other Execs

Company’s debut show, “Her Name Was Dolores — The Jenni I Knew,” recently aired on Univision

Sofia Vergara Raze

Latino-centric media company Raze has named a chief creative officer, three other execs and a new board member as the startup builds its bench in its bid to become a full-fledged content producer — and eventually, its own mobile video destination.

The company hired Rafael Sandor, formerly Viceland’s head of TV marketing, as its new chief creative officer. Before Viceland, Sandor was executive vice president of marketing and creative for the international divisions of Fox and National Geographic.

Raze also added former Los Angeles Times reporter and Vice News Tonight producer and correspondent Daniel Hernandez as head of Raze News, and tapped producers D. Matt Geller and David A. Stern as its co-heads of scripted programming. In addition, Raze added longtime Discovery Communications President of Sales Joe Abruzzese to its board.

“Raze was founded to tell the stories of a generation that has often been underserved by creating content that speaks from a unique Latin voice,” Emiliano Calemzuk, Raze co-founder and CEO, said in a statement. “We have taken an important step towards this goal with the additions of Rafael, Daniel, Matt, David and Joe. They are some of the best media and development talent who are experts in their respective fields and truly understand how to connect with audiences.”

Raze was founded in January by “Modern Family” star Sofia Vergara, former Shine Americas CEO Calemzuk and Latin World Entertainment Founder Luis Balaguer to focus on the multicultural younger generation, with a heavy emphasis on Latinos.