MediaCo is strengthening its executive team with two key hires across finance and local market leadership.
The company named Roberto Castro Senior Vice President and Corporate Controller. It also appointed Christian De La Cruz as General Manager and VP, Director of Sales in San Francisco.
Castro brings 30 years of media and entertainment finance experience. He spent nearly 24 years at Spanish Broadcasting System, most recently as VP of Finance. De La Cruz adds more than 15 years of broadcast experience. His background spans Hispanic and general market radio. He most recently served as General Manager for SBS San Francisco
“As we progress in executing on our growth strategy and building on our momentum, we have continued to strengthen our organization with seasoned media industry executives who are aligned with our vision and strategic plan,” said MediaCo CEO and President Albert Rodriguez.
Prior to Spanish Broadcasting System, Castro worked more than six years at DIRECTV Latin America. His roles included Accounting and Consolidation Manager and Senior Auditor. He began his career at Coopers & Lybrand, LLP. Castro holds an MPA from the University of Miami Herbert Business School and a BBA from Loyola University New Orleans.
“Roberto’s appointment further strengthens the foundation of our finance organization as we scale our operations and deepen best practices across all financial functions,” said CFO Debra DeFelice.
SVP Luis Fernandez Rocha praised De La Cruz’s leadership and market expertise.
“Joining MediaCo in the San Francisco market marks an exciting next chapter. This is one of the most dynamic and influential markets in the country,” said De La Cruz. “I’m energized by the opportunity to build on MediaCo’s momentum — driving growth, deepening community connections, and delivering results for our partners.”
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