Roberto Ruiz is executive vice president of Strategy & Insights at Univision Communications Inc (UCI), the leading media company serving Hispanic America. Ruiz leads a team of marketers whose goal is to help advertisers and partners capitalize on the growing U.S. Hispanic population. From research and consumer insights, to building the business case for brands, his team informs all aspects of marketing and strategy by leveraging syndicated and custom research tools.
Ruiz is a Marketing and Advertising expert with more than 20 years of experience in senior management positions at client, agency and media. Throughout his career, he has worked in several industries including financial services, interactive, advertising, consulting, startups and packaged goods. He also has proven success as an entrepreneur, as a co-founder of ZICO coconut water, a beverage he helped design and launch in 2004 and which is now a part of Coca-Cola’s portfolio.
Prior to joining Univision in 2008, Ruiz served as the founder and president of Consumer Contacts, a boutique consulting firm specializing in Hispanic marketing. Previously, he was a founding partner at The Vidal Partnership, a Hispanic advertising agency in New York. He was one of four partners that took the business from a mid-size agency to a powerhouse recognized twice by Ad Age as agency of the year.
Ruiz moved to the U.S. in 1993 to pursue his MBA and started a career which included senior marketing positions at MCI Communications Inc., MoneyGram, and Prodigy Internet.
His career in marketing and advertising started in Venezuela, where he received his classic marketing training working in consumer packaged goods at Pillsbury, Gillette and Mavesa.
Ruiz is actively engaged in speaking at trade conferences, including the Association of American Advertising Agencies, The Direct Marketing Association, the Consumer Healthcare Product Association, Nielsen’s Consumer 360, among others.
Ruiz holds an MBA in International Business and a MA in International Economics from The George Washington University as well as a Bachelor’s degree in Mechanical Engineering from the Universidad Central de Venezuela.