BBC Worldwide, the commercial arm of the British public broadcaster, has hired Guillermo Sierra to run its portfolio of channels in Latin America.
Sierra will become senior vice president and general manager, channels and branded services, Latin America and US Hispanich and will be in charge of channels including BBC Entertainment, BBC HD and CBeebies.
He joins from US Spanish language network VME, where he was chief content officer and senior vice president. He will initially report to Jana Bennett, president, worldwide networks and global iPlayer and will work closely with Fred Medina, executive vice president, Latin America.
Bennett said, “Guillermo brings a great deal of vision and an unrivalled knowledge of the Latin American and US Hispanic media landscape to this role. He will be a valuable addition to the business as we look to build on the success of our existing portfolio in this fast growing market, and look for new opportunities to introduce new brands to viewers through a range of platforms.”