Comcast Cable has hired former Yahoo executive Javier Garcia to the positions of vice president and general manager, multicultural services.
In his new job, Garcia will report to Marcien Jenckes, executive vice president of consumer services for Comcast Cable. He’ll be responsible for directing, designing and implementing Comcast’s multicultural services strategy across all of its Xfinity products.
Comcast said Garcia would drive the long-term product vision and strategy and collaborate with various Comcast divisions, regions and business unit partners to develop competitive pricing, positioning and marketing strategies.
Prior to Comcast, Garcia was the general manager of Yahoo’s U.S. Hispanic business where he led monetization, partnerships and operations for the company’s premium media, programmatic, and native advertising businesses. During his eight years at Yahoo, he also served as the senior director of marketing solutions for Yahoo Hispanic Americas where he led the organization that was responsible for digital branded entertainment and display advertising solutions in the region.
“Our customer base is becoming more diverse every day and multicultural services is a very important part of our overall brand strategy,” said Jenckes. “Multicultural audiences have taken the lead in social media usage and mobile technology adoption rates so Javier’s digital experience makes him the perfect choice to lead our team. His proven track record serving the U.S. Hispanic and Latin American markets will help ensure we continue to deliver compelling products and bring dynamic multicultural content to Xfinity customers, wherever and whenever they want it.”
