Canela Media has announced that Chechu Lasheras has been appointed Chief Strategy Officer. In this new role, Lasheras will spearhead the company’s corporate strategy, emphasising growth and identifying new avenues of opportunity for the digital media company.

Lasheras will play a pivotal role at Canela Media working hand in hand with the leadership team to set the strategic direction of the company and make key business decisions by leveraging data and financial analytics, engaging in planning, and forecasting activities. As Chief Strategy Officer, Lasheras will also be responsible for promoting a culture of innovation within the organisation, monitoring emerging technologies, industry trends, and consumer behaviours to identify disruptive opportunities and develop innovation strategies.

“Chechu Lasheras’ appointment as Chief Strategy Officer marks a significant milestone for Canela Media,” said Isabel Rafferty Zavala, CEO and Founder of Canela Media. “His visionary approach and deep understanding of the media, tech and advertising ecosystem will be instrumental in charting our course to new horizons, capitalising on opportunities, and solidifying our position as an industry leader in the media and multicultural space.”

Prior to joining Canela Media, Lasheras served as Executive Director at Miami Dade College, a leading educational institution where he played a pivotal role in shaping the future of education. He also served since the inception as an advisor to Canela Media, providing strategic guidance leveraging his expertise to further impact the media industry. He held the position of Chief Digital Revenue Officer at Grupo Prisa, a media conglomerate known for its portfolio of media assets, including newspapers, magazines, radio stations and digital platforms, where he played an instrumental role in developing innovative monetisation strategies, leading business development initiatives such as the creation of Prisa Content Studio and Prisa Programmatic & Data Hub, as well as driving revenue growth through new acquisitions and international expansion. Lasheras has also served as the President of IAB (Interactive Advertising Bureau).

“Canela Media has established itself as a dynamic force in the streaming industry, offering a truly unique experience for Latino audiences and advertisers seeking to connect with this vibrant community,” commented Lasheras. “I am thrilled to be part of this incredible team and contribute to its future success.”

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Tags: canela, IAB, Media