Celia Carrillo has been appointed executive vice president of marketing for Universal Music Latin America and Iberian Peninsula, Billboard has learned.
In her new role, effective immediately, Carrillo will oversee all marketing efforts for Universal across Latin America, Spain and Portugal and U.S. Latin. She will focus on the development of a cohesive regional strategy to further develop artists and innovative business models region-wide. Carrillo will report directly to Jesús López, Chairman/CEO of Universal Music Latin America & Iberian Peninsula.
Carrillo, who hails from Spain and has vast experience in the live market arena, was most recently managing director of LIVENow in Madrid, where she launched a premium streaming platform in Spanish, building content prospects between managers, venues, promoters and labels to secure events. Previously, she was chief marketing officer at Ticketmaster Spain and marketing director of Live Nation Spain.
“[Celia’s] vast expertise in marketing and live across different areas of the music and entertainment business will be a valuable resource in continuing to advance our artists careers at a regional and international level,” said López in a statement.
“I take on this challenge tremendously motivated to be part of the best team of music professionals led by Jesús Lopez,” added Carrillo, who has degrees in marketing and law and is a co-founder and board member of the Women In Music Industry Association in Spain. “Putting all my experience in marketing and my passion for music at the service of the most talented artists in the world is a dream come true.”
Carrillo will now oversee marketing for a vast roster that includes Karol G, J Balvin, Alejandro Sanz and Sebastian Yatra.
Overall marketing oversight of the region previously fell under Angel Kaminsky, who was named president of Universal Music Latino last year.
In the interim, Max Cacciotti oversaw the regional department. He has now been appointed vice president of marketing for Universal Music Latino.