Lasheras will spearhead the company’s corporate strategy, emphasizing growth and identifying new avenues of opportunity to ensure continued business success.
Canela Media, a leading, female and minority-owned technology driven company committed to redefining digital media experiences for the Latino community, announced today that Chechu Lasheras has been appointed Chief Strategy Officer.
In this new role, Lasheras will spearhead the company’s corporate strategy, emphasizing growth and identifying new avenues of opportunity to ensure continued business success.
With a wealth of technology and operations expertise, Lasheras brings a proven track record in business transformation and scaling. His comprehensive understanding of market dynamics stems from his experience on both the supply and demand sides of the industry. He will play a pivotal role at Canela Media working hand in hand with the leadership team to set the strategic direction of the company and make key business decisions by leveraging data and financial analytics, engaging in planning, and forecasting activities. As Chief Strategy Officer, Lasheras will also be responsible for promoting a culture of innovation within the organization, monitoring emerging technologies, industry trends, and consumer behaviors to identify disruptive opportunities and develop innovation strategies.
“Chechu Lasheras’ appointment as Chief Strategy Officer marks a significant milestone for Canela Media,” said Isabel Rafferty Zavala, CEO and Founder of Canela Media. “His visionary approach and deep understanding of the media, tech and advertising ecosystem will be instrumental in charting our course to new horizons, capitalizing on opportunities, and solidifying our position as an industry leader in the media and multicultural space.”
Prior to joining Canela Media, Lasheras served as Executive Director at Miami Dade College, a leading educational institution where he played a pivotal role in shaping the future of education. His strategic vision and leadership were instrumental in establishing the college as a hub for cutting-edge technologies, fostering innovation, and driving educational advancement. He also served since the inception as an advisor to Canela Media, providing strategic guidance leveraging his expertise to further impact the media industry. He held the position of Chief Digital Revenue Officer at Grupo Prisa, a relevant global media conglomerate known for its diverse portfolio of media assets, including newspapers, magazines, radio stations, and digital platforms, where he played an instrumental role in developing innovative monetization strategies, leading business development initiatives such as the creation of Prisa Content Studio and Prisa Programmatic & Data Hub, as well as driving revenue growth through new acquisitions and international expansion.
“Canela Media has established itself as a dynamic force in the streaming industry, offering a truly unique experience for Latino audiences and advertisers seeking to connect with this vibrant community,” commented Lasheras. “I am thrilled to be part of this incredible team and contribute to its future success!”
As Chief Digital Officer at Omnicom Media Group, a global advertising and marketing communications company, Lasheras worked closely with agencies (OMD & PhD) and central teams, fostering collaboration and ensuring the development of effective strategies, structures, talent, and processes.
During his tenure in Spain, Lasheras served as the President of IAB or the Interactive Advertising Bureau, an influential globe trade association that plays a pivotal role in shaping the digital advertising ecosystem; where he was focused on fostering meaningful connections among publishers, brands, and agencies. His efforts increased IAB membership and solidified collaboration, agenda-setting, and industry leadership. He also provided strategic and operational advice to drive performance and success while working with renowned firms such as Deloitte and AT Kearney.
