Telemundo Networks ad sales veteran Craig Geller has jumped to rival programmer Sí TV, assuming the role of svp, advertising sales.
Geller stepped into his new position on Jan. 18. Based in New York, he reports to Sí TV CEO Michael Schwimmer.
The move comes on the heels of a 15-year stint at Telemundo, where Geller most recently served as svp, network and digital sales. In addition to steering all sales efforts at the flagship network and Mun2, he also spearheaded brand positioning and messaging.
Geller on Tuesday said it was a particularly felicitous time for him to make the leap to the bicultural Sí TV, given the wildfire growth of the network’s target demographic. “It’s the right time in the right market and Sí TV is the right network,” Geller said. “The marketplace is poised for explosive growth and the 2010 Census will validate the fact that bicultural Latinos are absolutely the fastest-growing demo in the U.S.”
The ad sales veteran added that the Sí TV job was an opportunity he couldn’t pass up. “Having been a student of the marketplace for as many years as I have, I recognized that the network is ready to take a huge leap forward,” Geller said. “At the same time, our audience is growing tremendously. The time has come for advertisers to embrace these consumers, in a culturally relevant way, and the place to do that is Sí TV.”
During his time at Telemundo, Geller initiated a number of firsts, including the development of the network’s premiere upfront sales initiative.
Before joining Telemundo, Geller was an account executive/sales manager for National Cable Advertising, where he managed and led one of the rep firm’s New York sales teams from 1992-95. He began his career as a sales representative for Procter & Gamble.
“Craig Geller is one of the best known and most highly respected ad sales executives in the media business, with an unparalleled track record of success,” Schwimmer said. “The addition of Craig to our team will enable us to further capitalize on our ability to connect marketers directly to the important bicultural Latino audience.”
With a reach of some 24 million households, Sí TV is available in a number of major DMAs, including: New York, Los Angeles, Miami, Chicago and the San Francisco Bay Area. Per SNL Kagan estimates, the network in 2009 took in more than $15 million in net ad sales revenue.