| Santiago Pozo – CEO |
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Founder and Chief Executive Officer of ARENAS, Santiago is considered one of the foremost authorities on entertainment and film marketing to U.S. Latino audiences. Over the past 20 years, Pozo and the ARENAS team have worked on marketing over 300 films, including TRANSFORMERS, STAR TREK, MADAGASCAR, BEVERLY HILLS CHIHUAHUA, THE CHRONICLES OF NARNIA, APOCALYPTO, SHREK, EMPIRE, SELENA, LIKE WATER FOR CHOCOLATE, THE RITE, PIRATES OF THE CARRIBEAN, HARRY POTTER, and HANGOVER 2.
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| Larry Gleason – President of Distribution |
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Larry began his career in film entertainment as a theatre manager in the General Cinema chain. For the next 20 years, Gleason expanded his experience in theatre exhibition management at both General Cinema and Mann Theatres where he became President. From there Gleason branched out into marketing and distribution as he joined De Laurentis Entertainment Group as President of Marketing and Distribution, later moving on to Paramount and MGM as President of Worldwide Theatrical Distribution.
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| Leyla Fletcher – VP of Marketing Media |
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Leyla has more than 15 years of experience in broadcast buying, both in the Hispanic and general markets. Beginning at Initiative (previously Western International), she worked in the Multicultural Group which was responsible for Spanish, African-American and Asian media. Promoted to the company’s network department, Leyla managed the Hispanic national accounts for Bally Total Fitness, Maybelline and Buena Vista Pictures. In addition to the Hispanic buying responsibilities, she also worked on network and cable buying for general market accounts for various categories, such as automotive, QSR, theme parks and online portals. Securing a position with Casanova Pendrill, she managed and supervised Hispanic network buying for the agency’s key accounts: Johnson & Johnson, L’Oreal, Nestle, DirectTV and Xbox.
At ARENAS, Leyla manages all media activity and works with the complete spectrum of Arenas departments to create cohesive campaigns for clients that include Paramount Pictures, ABC Entertainment and others.
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| Katherine Borda - Executive Director of Creative and Production |
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Katherine Borda, VP Creative Director, works as an independent producer overseeing the creation of entertainment trailers, TV and radio commercials, and film productions. With ARENAS she has written and produced over 50 Hispanic creative campaigns for Disney, Paramount, Sony, and Warner Bros. including such movies as TRANSFORMERS 3, STAR TREK, ALICE IN WONDERLAND, TOY STORY 3-D, YOGI BEAR and more. She received the 2010 MarCOM award for Best Hispanic TV spot TOY STORY 3. Borda also Graduated from the University of Miami with a Degree in Communications/Film Production.
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| Sergio Gonzalez – VP of Marketing Publicity and Promotions |
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Sergio Gonzalez, a Cuban-American born in Chicago and raised in Southern Florida, combined his creative talents with his rich ethnic surroundings to bring entertainment companies, including Disney, Fox Television and Warner Brothers Pictures, to new heights.
For Disney, Sergio spearheaded the ABC Radio launch of Radio Disney AM 990 in Miami as its marketing director. Sergio then set his eye on television and became the assignment editor of South Florida's #1 evening entertainment show "Deco Drive".
Moving into the film world, Sergio was appointed field representative for Warner Brothers in Miami, responsible for publicity and promotions throughout Florida.
His love of films, combined with his publicity/promotion prowess, brought him to the attention of Terry Hines & Associates, headquartered in Los Angeles. Here he served as Managing Director and oversaw the successful recreation of its Hispanic Division.
With over 100 film, home entertainment and interactive campaigns under his belt, Gonzalez joined the Los Angeles based ARENAS, bringing with him strong studio and Hispanic media outlet relationships.
As the VP of Publicity and Promotions at ARENAS, he is responsible for the development and execution of marketing campaigns across all platforms for the agency’s clients.
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| Ana Matonte –Publicity Manager |
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Ana Matonte was born in Buenos Aires, Argentina where she studied to become a teacher. She worked in elementary and high schools for 12 years before moving to the United States and California in 1998. Having decided to take a new path in her life, she began as a journalist at the Los Angeles based Latin Publications, publisher of Mundo LA and La Guía Familiar. Her talent was quickly recognized and she was appointed Music Editor. And, as such, she interviewed many of the major stars of Latin Music. In 2007, a close friend invited her to try her hand at publicity and Ana soon discovered publicity was her true calling. Beginning work with American Entertainment Marketing, she was then hired by the Hispanic Division of Terry Hines and Associates. Her work as a publicist enabled her to establish strong bonds with the U.S. Hispanic publicity outlets. In 2010, she accepted the offer from ARENAS to become its Publicity Manager. As such, she oversees and supervises the work of the publicity team to ensure that every goal is achieved.
Ana is also the proud mom of Tobías, 12, and Marlon, 8, and the substitute mother for her puppy, Mia, just 3 months old.
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| John Stromme - ARENAS Promotions Manager |
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John Stromme is from the Pacific Northwest and from a very early age was interested in Latin America and its culture. Following his passion, he studied abroad in Segovia, Spain, where he learned to speak Spanish. He graduated with bachelor's degrees in New Media Communication, Spanish, and International Studies from Oregon State University.
After graduating he moved to Quito, Ecuador, where he lived for a almost two years interning at several media productio companies while improving his command of the local language. He started his marketing career at Terry Hines and Associates and later became the Promotions Manager at ARENAS Group.
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| Isaac Cuevas – VP of Interactive Marketing |
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| Isaac joins ARENAS from Warner Brothers Pictures. With over 12 years of marketing experience, Isaac has been specifically involved for 7 years in Hispanic media promotions and marketing. Partnering with blue chip Latino media entertainment companies such as SBS and Univision, Isaac continues to specialize in entertainment marketing. With an emphasis on interactive marketing (including online, social media and mobile), he has maintained a successful track record in creating campaigns targeted to Hispanic consumers of diverse backgrounds and lifestyles. |
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| Charles Vasquez – Media and Communications Planning |
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Charles Vasquez brings a unique background of media and account planning expertise to ARENAS. With over 13 years of experience, Charles has launched several brands into the Hispanic market including Blockbuster, Ocean Spray, Angel Soft bath tissue and ABC-TV. He began his career in general market media planning at Western International Media, overseeing such accounts as Sizzler restaurants, NetZero, and MagLite’s international advertising in 17 countries. He went on to hold media director roles with several Hispanic agencies including Ornelas & Associates and La Agencia de ORCI where he managed such brands as Nissan, Honda, Jack In the Box, Dole Packaged Fruit Bowls and the Johnson&Johnson brands Lactaid and Splenda. Over the years Charles has held concurrent leadership roles in account planning, a skill set that grew from his leadership ability combined with an intellectual curiosity to bring the consumer to life in every ad campaign on which he works. In addition to being exceptionally well-versed in entertainment, as reflected in his current responsibility in media and account planning at Arenas, Charles also has core competencies in packaged goods, automotive and QSR/casual dining.
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| Antonia De Leon - ARENAS Controller |
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In joining the ARENAS team, Antonia De Leon brings extensive experience acquired from her successful career in the fields of accounting and finance, human resources and corporate recruiting.
Her employment with diverse American and international companies such as Kaiser Permanente FCU, US Bank, ABN AMRO, MetalOptics Mexico, Balboa Records and Computec exposed her to the worlds of banking, IT, commercial lighting and high-end interior design.
At ARENAS, her position as comptroller will call upon her talents and experience in finance, human resources and IT.
Away from ARENAS, Antonia volunteers her time with the Pasadena Police Department as a liaison with the community to improve the quality of life. She also participates in 5K fundraising walks to benefit research for breast cancer and Alzheimer’s disease. Forever proud of her hometown of Veracruz, Mexico she is also a proud resident of Southern California.
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| Andrés Rodríguez– Story Editor |
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| Andrés Rodríguez’s love of film turned his career as an engineer into a career incorporating both the creative arts and business. Even before being accepted at the USC School of Cinematic Arts, he produced the feature film J-ok’el, a project combining a unique mix of Mexican and American talent in the beautiful location of Chiapas, Mexico, his home town. Eager to learn the ins and outs of the film industry, he moved to California and produced a series of projects ranging from internationally acclaimed award winning short films to music videos, commercials and web series. He also worked for studios such as Disney and Fox. He is currently a key member of the creative development team at ARENAS, where he develops projects for film and web. Andrés enjoys the outdoors, martial arts and a good cup of coffee. He is also a self-professed geek. |
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| Gonzalo Martin - VP España |
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Gonzalo Martín has had nearly 20 years of experience in consulting and managing positions in Spain.
He began his career in the professional service companies Coopers & Lybrand, and Andersen Consulting (now respectively known as PriceWaterhouseCoopers, and Accenture).
He then focused his career into online, film and broadcasting services.
Gonzalo was Managing Director at Telson, the leading postproduction house in Spain. He was also the Managing Director at Aite, the association of the Spanish audiovisual services corporation.
Currently, he promotes new business for ARENAS in Spain, while he advises internet and TV companies regarding online video, new technologies and social media strategies.
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| John Butkovich – Executive VP of Marketing |
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John is a veteran film marketer with more than 700 feature films to his credit. Before joining ARENAS in 2000, he was Senior Vice-President of Media at Sony Pictures Entertainment where, for 15 years, he spearheaded domestic media efforts. Prior to joining Sony, Butkovich served five years as Vice-President of Media at Universal Pictures.
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| Rosy Thompson – Consultant - Hispanic Marketing, Strategic Media Planning and Buying |
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| Rosy is one of the pioneers in Hispanic advertising. She began her career at Bermudez & Associates in 1982 and has been serving the Hispanic market for over 26 years. As the former Senior Media Director of Casanova Pendrill, Rosy had governed the media planning and buying efforts for brands in over 20 different categories; she managed and invested over $300 million in media billings annually on behalf of many diverse service, entertainment, retail, beverage, fast food, package goods and telecommunications clients such as: Universal Studios, AT&T, L’Oreal, General Mills, Nestle, California Lottery, General Motors, Pacific Bell, The Home Depot and Pollo Loco, among others. |
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23 Years of Innovation 1988 - 2011
You don’t get to be the best because you are the oldest…
you get to be the oldest because you are the best. |
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