Comcast said it has hired former Yahoo exec Javier Garcia to the post of vice president and general manager, multicultural services.
Garcia, who reports to Marcien Jenckes, Comcast Cable’s EVP of consumer services, will direct, design and implement Comcast’s multicultural services strategy across all Xfinity products. He’s also on board to drive the long-term product vision and strategy and collaborate with various Comcast divisions, regions and business unit partners to develop competitive pricing, positioning and marketing strategies, the MSO said.
Garcia most recently served as general manager Yahoo’s U.S. Hispanic business, which included partnerships and operations for the company’s premium media, programmatic, and native advertising businesses. During his eight years at Yahoo, he also served as the senior director of marketing solutions for Y! Hispanic Americas.
Garcia joins Comcast amid the relatively recent launch of the Xfinity Latino Entertainment Channel, the introduction of new triple play packages focused on multicultural customers, and the debut of four digital products: www.xfinity.com/asia, www.xfinity.com/black, www.xfinity.com/latino and www.xfinity.com/lgbt.
“Our customer base is becoming more diverse every day and multicultural services is a very important part of our overall brand strategy,” Jenckes said, in a statement. “Multicultural audiences have taken the lead in social media usage and mobile technology adoption rates so Javier’s digital experience makes him the perfect choice to lead our team. His proven track record serving the U.S. Hispanic and Latin American markets will help ensure we continue to deliver compelling products and bring dynamic multicultural content to Xfinity customers, wherever and whenever they want it.”
Garcia holds an MBA from The Wharton School of Business, an MA in International Affairs from the University of Pennsylvania and a BS in Civil Engineering from Universidad de Los Andes (Colombia).