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Roberto Ruiz

Executive Vice President - Research, Insights & Analytics


Country or State

United States


An accomplished research and analytics executive, I deliver consistently strong results, demonstrated by a track record in leadership roles with global media companies, major consumer brands and strategic consultancies spanning more than 20 years. I believe wholeheartedly in the power of data-driven insights, synthesized with innovation and creativity, to drive value and revenue growth. Leveraging a broad background in analytics, operations, sales, and marketing, I build and lead best-in-class teams that provide audience measurement and consumer insights to key clients, executive management, sales organizations and strategic stakeholders. I use these insights to develop data-enabled tools for driving multimillion-dollar revenue growth, driving business outcomes, exerting influence, and establishing market leadership. An entrepreneurial mindset has allowed me to make a major impact at a number of organizations, including multiple award-winning ad agencies and ZICO Coconut Water. Accomplishments include: - Drove multimillion-dollar revenue growth and activation of over 500 brands/year as Executive Vice President of Strategy & Insights at Univision. - Developed new research tools via partnerships with major research organizations including NPD, Nielsen, Civic Science and EDO. - Pioneered Hispanic marketing in the U.S.: led team that launched the first fully bilingual ISP targeting Hispanics in the U.S.; used neuroscience to understand the role of language in marketing to bilingual consumers. - Started consulting firm which led the development and launch of the ZICO Coconut Water brand, later acquired by Coca-Cola. - Co-founded and grew a Hispanic ad agency into a powerhouse twice named Agency of the Year by Ad Age. Specialties: Consumer/Media Insights, Business/Market Analysis, Client Development, Product Management, Market and Cultural Trends, Consultative Selling, Leadership/Development of Market Research, Strategy Consulting, Hispanic Marketing, Multicultural Marketing, Data Analytics, Client Relationships, Attribution, Marketing Mix Modeling, Audience Analytics, Digital Analytics and ROI, Ad Performance, multi-point attribution, Thought Leadership.

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Current Position

Executive Vice President - Research, Insights & Analytics at TelevisaUnivision


Master of Arts (MA), International Economics