Bernadette Valles Promoted to VP of Brand and Strategic Marketing at KXAS in Dallas

By Kevin Eck 

Bernadette Valles has been named vice president of brand and strategic marketing for NBC 5 Dallas-Fort Worth (KXAS) and Telemundo 39 (KXTX).

Valles will lead the marketing efforts for both stations and will report to Tony Canales, president and general manager of the two NBC owned stations.

The stations also promoted Edwin Mendez to marketing director.


“We’re excited to welcome Bernadette to our team and expand Edwin’s role in a purposeful effort to best leverage the synergies of both NBC 5 and Telemundo 39,” said Canales. “Our stations are uniquely positioned to best serve our North Texas community in two languages and across multiple platforms. Bernadette and Edwin will play a pivotal role in helping us amplify our unique advantages through innovative and creative marketing campaigns.”

Valles began her career in English-language television in San Antonio, Texas. She joined Univision Dallas as director of marketing and creative services in 2000 and was promoted to director of operations in 2018. In that role, her responsibilities expanded to include overseeing all local television production operations for Univision 23 (KUVN) and UniMas 49 (KSTR) marketing efforts for radio partnerships, and all cross-platform initiatives.

Mendez (pictured left)  has been the director of marketing for Telemundo 39 since 2018 and has led KXTX’s award-winning campaigns. He’s also worked in marketing leadership roles at Telemundo of Puerto Rico, Univision Communications, Inc. and EVENTUS Marketing.