Lupe De Los Santos has been named Chief Cultural Officer for Gen Media Partners’ Hispanic Radio Networks (HRN). In this role, he will work to strengthen HRN’s standing with advertisers and their agencies by enhancing the network’s Spanish-language music and spoken word programming.
De Los Santos will start his new role at HRN, working to adapt Prisa’s extensive Spanish-language content to the US Hispanic market. As the world’s largest owner of Spanish-language radio stations, Prisa has a vast library of valuable programming.
HRN distributes content to 426 affiliated stations spanning 105 major markets, including Los Angeles, New York, Miami, San Francisco, Houston, and Dallas.
With over 25 years of experience in the US Hispanic/Latinx marketing industry, De Los Santos has worked at prominent agencies such as Walton Isaacson, The Vidal Partnership, Team Enterprises, and DVC Worldwide. He has also held client-side roles at Procter & Gamble and The Clorox Company, where he managed well-known brands, including Old Spice, Olay, Bounty, Crest, Secret, Clorox, Kingsford Charcoal, and Hidden Valley Ranch.
Clark Logan, HRN President, said, “With Lupe’s insights on Hispanic communities, we can delve deeper into the behaviors and habits of the widely diverse U.S. Hispanic population and develop programming for engagement and growth. We’re delighted that Lupe has joined our team, and I look forward to collaborating with him.”
De Los Santos added, “I’m excited to be working with HRN senior leadership, radio affiliates, partner brands, and on-air talent on how to best tap into the beautiful cultures that make up the U.S. Hispanic marketplace. HRN’s audio platform features popular on-air talent and content that connect with the Hispanic audience. More great things are coming.”
