Vanessa Vigil Named President of mitú, to Steer Latino Media's Future

LOS ANGELES, CA – February 25, 2026 – In a significant leadership evolution for one of the most prominent voices in U.S. Latino media, mitú today announced the appointment of Vanessa Vigil as its new President. The move elevates a long-serving internal leader to the company's top post, tasking her with shaping the future of a media brand that reaches over 15 million bilingual and bicultural Latinos.

Vigil, who has been with the company since 2019 and most recently served as its Chief Brand Officer, will now assume oversight of mitú’s entire strategic direction, operational performance, revenue growth, and brand vision. The appointment is not just a corporate restructuring but a powerful statement on representation in an industry where Latina executives in top roles remain a rarity.

A New Era of Leadership

Vanessa Vigil's promotion marks a pivotal moment for mitú, a digital-first media and entertainment company that has become a cultural touchstone for English-first, digitally native Latinos. Her deep-rooted experience within the company, combined with a robust background in multicultural marketing, positions her to navigate the rapidly shifting media landscape.

“mitú has always stood for creativity, boldness and innovation, accurately representing the generation of Latinos born and raised in the US. I’m incredibly honored to be stepping into this role leading mitú as President and guiding it into its next era,” said Vigil in a statement. Her leadership comes at a time when the U.S. Latino demographic, with its $3.4 trillion in purchasing power, is increasingly recognized as a driving force of mainstream culture and economic growth.

As Vigil steps into the presidency, her former role will be filled by Hugo Gamino, who has been promoted to Vice President of Brand & Content Strategy. Gamino, formerly the Head of Hispanic Kitchen, mitú’s successful culinary brand, brings his own record of success to the leadership team. His appointment ensures continuity in the brand and content strategy that Vigil herself helped architect.

“Vanessa Vigil is a respected leader in media and entertainment, and her ability to navigate a rapidly changing landscape will be invaluable as we continue to evolve,” said Gamino. “I have seen firsthand the depth of her influence and her unwavering commitment to this brand, consistently pushing boundaries and championing creatives at every level.”

The Path to the Presidency: A Proven Track Record

Vigil's ascent to the presidency is built on a foundation of tangible successes and strategic foresight. Before joining mitú, she honed her expertise in multicultural marketing at global agencies like Essence and OMD, where she developed strategies for Fortune 500 brands seeking to connect with diverse audiences. This agency-side experience provided her with a unique understanding of brand needs, which she later leveraged to great effect on the publisher side.

Since joining mitú in 2019, Vigil has been a central figure in the company’s growth and innovation. As Chief Brand Officer, she was the architect behind brand partnerships and a content strategy that delivered industry-leading engagement rates and sustained year-over-year growth across its social media portfolio. Her leadership was instrumental in the successful relaunch of Hispanic Kitchen, transforming it into a premier digital destination for culinary content. Furthermore, she established mitú's multi-year filmmaker mentorship program, a key initiative that invests in nurturing the next generation of Latino talent and reinforces the company's commitment to authentic storytelling.

Her tenure has coincided with significant strategic shifts for the company. Following its acquisition by Latido Networks in 2020, which is now part of GoDigital Media Group, mitú has expanded its offerings beyond viral social content. It has ventured into Connected TV (CTV) with the launch of mitúTV and the 24-hour Latin music channel Latido Music, directly addressing the dramatic shift in media consumption habits among Latino audiences.

Navigating a Dynamic Digital Landscape

Vigil takes the helm at a critical juncture. The U.S. Latino audience is younger, more digitally connected, and more influential than ever. Recent studies show a massive migration away from traditional cable, with Latino households adopting streaming services at a higher rate than the general population. This audience is highly active on social platforms like Instagram and TikTok, which have become primary sources for news and cultural content.

This is the landscape mitú was built for, and one Vigil is uniquely qualified to navigate. The company's focus on “viral social storytelling, premium video, original IP, and talent curation” is precisely tailored to this digital-first generation. Vigil’s challenge—and opportunity—is to deepen that connection and expand its reach in a competitive market that includes players like Remezcla and Fuse Media, all vying for the attention of this powerful demographic.

Her experience in scaling brands and driving engagement will be crucial as mitú continues to build out its CTV presence and enhance its programmatic advertising solutions. The goal is to solidify its position as the essential partner for brands aiming to forge authentic connections with an audience that is not a niche, but the new mainstream.

A Milestone for Representation in Media

Beyond the business strategy, Vigil's appointment is a landmark moment for diversity, equity, and inclusion in the media industry. Leadership roles in media remain overwhelmingly occupied by white men. Global studies show that women hold only about 24% of top editorial jobs, and the numbers are even more stark for women of color. In the U.S., where the population is increasingly diverse, the lack of representation in media executive suites is a persistent issue.

Vigil’s promotion directly confronts this disparity. As a Latina leading a major media company dedicated to serving the Latino community, her presence in the C-suite is a powerful symbol of progress. It underscores the idea that authentic representation is not just about the content on screen, but also about who holds the power to shape it.

“This appointment is a powerful moment not just for me but for women and Latinos across the media industry,” Vigil stated. “When leadership reflects the communities we serve, the work is stronger, the perspective is sharper, and the impact is real - for business partners and for the next generation to follow.”

This sentiment is echoed throughout the industry, where her promotion is seen as a natural and necessary evolution. With a leader who embodies the community she serves and a clear strategy to engage the next generation of Latinos, mitú is positioning itself for what Gamino calls a “defining leap” in 2026. This leap is about more than market share; it's about reinforcing the company’s role as a trusted and indispensable cultural authority for an entire generation.