Didi Montiel has never played futbol, but she plans on kicking around some new messaging for GolTV.
The soccer-centered service that counts 10 million subscribers on Hispanic tiers and sports packages has retained Montiel as its new director of marketing. She has day-to-day operational responsibilities for that department at the network, which can offer its audio feed in either Spanish or English. Montiel steps in for executive vice president of sales and marketing Eileen Montalvo, who left in June.
Most recently director of marketing for HBO/Cinemax Latin America, Montiel said GolTV will “continue to focus on the Hispanic audience, but reach out more to the general marketplace” with an eye toward raising the network's profile with viewers, affiliates and advertisers. “Gol TV has had a successful beginning and I want to bring my experience in the field and marketing to help it take the next steps.”
To that end, Montiel said Gol TV is developing a new series of brand communications and is working toward a new consumer campaign. Asked if it would be a multimedia effort, Montiel said only that “we have some real interesting things coming up.”
Montiel's career also includes stints as both marketing and operations manager for Blockbuster Entertainment, where she was involved with the video store chain's launch of the first Spanish-speaking stores in Spain and Venezuela. She later served as director of affiliate marketing for Sony Entertainment Television.
In 1998, she moved to Miami and became director of marketing for Sony Pictures Entertainment AXN Latin America. Two years later, she joined HBO/Cinemax Latin America.