Talent Champion – Luisa Martinez

Talent Champion Spotlight

AEF Talent Champion - Luisa Martinez

Luisa Martinez
Senior Research Manager, Media Planning
Univision Communications

Luisa Fernanda Martinez is senior research manager for Univision Communications Inc.’s programming research and multiplatform marketing divisions. Martinez utilizes key analytics to craft compelling brand storylines that support Univision’s business portfolio, including ad sales, business development, digital, and partner solutions. In this role, she identifies insights and experiences that strategically inform, shape and guide ratings while simultaneously driving marketing campaigns. She also oversees multiplatform valuations, leads the analytics framework, and provides data to expand Univision brand messaging to Hispanic audiences across platforms.

Martinez has spearheaded the forecasting, planning and execution of media plans to support different verticals promoting Univision and Partners’ products, including movie premieres, Sports Leagues and Univision content applications such as UFORIA and Univision Now.

What prompted you to get involved with the AEF and why are you passionate about the future of the industry?

With 15+ years of experience in the media industry, there is no doubt that technology and fragmentation are changing the way we operate across platforms. It is exciting times for us in Marketing and Analytics, we have more data than ever, or at least, more awareness of the data we’ve had and gathered throughout the years. Technology and data analytics allow us Marketers to be more strategic and smarter about the way we reach and speak to consumers, and most importantly, to be as relevant as possible. Having earned an MBA 10+ years ago, I only hope that academia courses and materials are up to date with the changes. If not, I want to be a catalyst for this and ensure that students-the future players of our industry-are prepared not only with the methodologies that are found in textbooks and reading materials, but also that they have real-life case studies and a peek into to data they will encounter throughout their careers. It is exciting to experience the future of content, how the younger generations have become content creators and how media has made it so easy for them to be so creative. Even more exciting is the technology available for Marketers to learn and understand their consumption behaviors, even if we feel they are all over the place, we have great insight with addressable capabilities and technology.

What is the best career advice you've ever received?

Ask questions until you are so clear with the questions/request that you have no more questions to ask! If in doubt, always ask. There will be times when Leadership will ask something without having a clear understanding of the data that is available. Know your data and ask for the underlying business question.

Who was your favorite professor and why?

I didn’t know it at the time, but my favorite Professor was my really, really tough Economics professor. Economics is not an easy subject to teach, much less to learn, and the countless sleepless nights proved this. But his way of teaching and just talking about economics, not so much a lecture but a conversation, laws of supply and demand, tied in with real-life scenarios are lectures that I still replay in my mind.

What do you enjoy most about your job?

Telling stories and seeing a story in the numbers! I love when something as simple as a pivot table tells me a compelling story and one of success for our campaigns. But most of all, my team and Senior Leaders are the best in the industry. I am very lucky to be a part of a very strong and smart team, led by some of the best women the Media industry has ever known.

"Our future marketing and advertising leaders are not just looking for a job, they are looking for a meaningful career that will make a positive impact on society."
— Gord McLean, President and CEO at ANA Educational Foundation