With more than 12 years working in media across social, digital, communications, and marketing disciplines, Carolina Valencia is bold when it comes to experimenting and engaging diverse audiences. As a results-driven, strategic and creative executive, she has spearheaded new initiatives including social media monetization – during its early stage before becoming a key revenue driver for organizations – and partnering very early on with influencers/creators for editorial and branded content experiences, positioning her efforts among the first that focused on social media ROI.
At Univision Communications Inc., the leading media company serving Hispanic America, Carolina devised and implemented a social media structure at the company as well as co-founded the first enterprise social media team, where she established the strategy and process for monetizable solutions, multiplatform social media engagement and branded partner efforts. Major projects include: reality TV, music award shows such as the Latin GRAMMYs, major sports events including two FIFA World Cups, and Presidential and Midterm elections. Her efforts helped the company garner over 20 industry awards. Carolina has also integrated new ways of storytelling on the B2B front including with engaging journalists covering company news, as well as at corporate level during crises. Furthermore, Carolina has managed media relations and external communications for various divisions helping position positively company initiatives across key English- and Spanish-language consumer and trade press as well as strategically managing negative narratives during crises. Carolina also led internal communications introducing a new form of content creation and social extensions to drive employee engagement as well as managed and positioned personal brand efforts for executives and talent.
Prior to Univision, Carolina managed media relations and community affairs efforts at The New York Times Company. In this role, she secured key media placements for New York Times stories and journalists on major broadcast outlets including the TODAY show, PBS, MSNBC's news programs, NPR and several other outlets. She also developed programming for community-related events and created various Community Affairs events for Hispanic audience. Furthermore, she led multimedia projects and managed the Community Affairs web site as well as developed the social strategy for several initiatives. During her tenure at The Times, Carolina was recognized with two awards from New York Times Company Chairman Arthur Sulzberger, Jr. for media relations and community affairs.
A native of Guayaquil, Ecuador, Carolina is passionate about technology, music, the Yankees and is continuously curious with the convergence of digital and IRL experiences. She volunteers her free time to efforts in support of seniors, youth and small business owners, and is a member of the YMCA’s young professionals committee. Carolina holds a B.B.A in international business from Berkeley College and is bilingual.