About Me

I started working in the television industry before college at Televisa in Mexico, and then came to the US to complete my studies. My college, The Columbia School, in Chicago—is dedicated to the arts, specifically film and television. I also have an Executive MBA from the Anderson School of Business at UCLA.

Upon graduation from Columbia, I went to work for Univision, helping to launch a newly purchased station in Chicago, converting it from an English local station to a Spanish-language O&O. After working my way up to Promotions Director, I was promoted to the same position for the flagship station in Los Angeles (with a stop in between at launching the company’s entity in Puerto Rico).

From LA, I moved to Miami to lead the promotions department for the Network. While there, I launched many campaigns—but I’m most proud of the work we did for the 2012 World Cup and the company’s first domestically produced “Eva Luna.”

My wife Lori and I live in Westchester County, NY with our two children, Jake and Daniela, and our golden retriever Stella. We definitely bring an international and West Coast flair to the Northeast! When I’m not running from one soccer game to another, I enjoy watching NFL with my son and planning our next family adventure.

My Experience

2012 November - Present

Univision Television Network New York, NY

SENIOR VICE PRESIDENT, PARTNER SOLUTIONS

Responsible for leading the Univision Network’s integrated marketing team, Partner Solutions. The staff consists of 50 marketing, research and production professionals in New York City and Miami. Partner Solutions controls over $800 million in real estate across all network and digital platforms. Our 360 degree platforms generated over $1.1 billion in revenue in 2014.

We present and strategize with C-suite executives at America’s leading corporations. This team drives campaigns from ideation, presentation, through close of the sale to on-air/online execution. Along the way we collaborate with various internal stakeholders across our television, radio, digital and experiential divisions; as well as, any outside resources we employ to make our clients’ programs successful and profitable.

2009 December - 2012 November

Univision Television Network Miami, Florida

DIRECTOR ON-AIR PROMOTIONS

univisionAs Director of Promotions for America’s leading Spanish-language broadcaster, my team was responsible for the overall creative definition of the network brand identity, with the ultimate goal of maintaining and increasing viewership and awareness.

The first undertaking was to create an “in-house agency” using Univision’s internal resources to elevate the on-air look of the network and drive ratings. My staff consisted of 40 persons working around the clock. We produced all episodic and evergreen promotions; as well as, developing campaigns to launch new programming. This included a very innovative campaign for the 2010 World Cup, the highest-rated novela in Univision history,“Soy Tu Duena,” and the first domestically produced novela, “Eva Luna.”

2002 August - 2009 December

Univision KMEX-TV/KFTR-TV Los Angeles California

DIRECTOR OF MARKETING & PROMOTIONS

univision-la-logoIn this role I was part of a new executive team that made KMEX-TV the highest-rated television station in the country, regardless of language. Upon arrival to LA, and after assessing the current situation and resources, a total restructure of the marketing, promotions and production department was undertaken.

I directed and supervised all operational aspects of promotions, client commercial productions, on-air image and quality control. This department executed $67 million in integrated solutions in Q1-3 2009, with major campaigns for Mastercard, Cadillac, Chevy, Dodge, Carl’s Jr. and McDonald’s.

During this time, I also executive produced several network shows including the Rose Parade and El Grito de Mexico (Mexican Independence Day). The KMEX Promotion Department won three area Emmys during my tenure: for an English-language public service announcement (US Job Corp), for the Rose Parade broadcast, and Excellence in TV Graphics.

2002 Spring - 2002 Winter

Univision Puerto Rico San Juan, Puerto Rico

LAUNCH UNIVISION PUERTO RICO

univision-pr-logoAfter purchasing the station from Raycom Communications, corporate asked my assistance to completely rebrand the station. While there I created and executed a new media strategy and purchased outside media (print, outdoor and radio), and set up the initial operating budget for the marketing department.

1995 to 2002
Univision WGBO-TV / WXFT-TV Chicago, Illinois
CREATIVE SERVICES DIRECTOR August 1996 to July 2002
PRODUCTION MANAGER March 1996 to August 1996
PRODUCER June 1995 to March 1996

1989 to 1993 Televisa S.A. de C.V. Mexico City, Mexico
ASSISTANT DIRECTOR / PRODUCTION COORDINATOR

DOWNLOAD RESUME

education

2003 - 2005

Los Angeles, CA

UCLA Anderson School of Business


Executive Program in Management Class of 2005

1991 - 1995

Chicago, IL

Columbia College Bachelor’s Degree in Film and Television Production

Minor: Business
Focus: American and Latin American Laws for Television Industries

My Work

All videos require a password, please email me for access.

Cheerios-La Banda


Orbit


Citibank


PLN-Facebook Chat with J Balvin


Hotel Transylvania


Mission Impossible


Wedding-World Cup


Chrysler

Contact

Luis De La Parra

info@luisdelaparra.com
(310)944-2443

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