Sr. Director, Programming Research Univision Communications
Florentina Vallejos is the Senior Director of Programming Research for Univision Communications, the #1 Spanish-Language Broadcaster, serving Hispanic America. Florentina oversees a talented team of researchers whose mission is to analyze audience behavior to communicate actionable content insights, and investigate opportunities for the continued health of UCI’s linear properties. Florentina’s team translates ratings data and primary research into strategic, simple and compelling stories for Production, Programming, and Marketing internal clients.
Vallejos attributes her success to her servant leadership style, where she empowers a diverse team of curious and passionate analysts who embody a high value, high spirits team culture. With the motto of Happy, Helpful, Humble, Florentina’s researchers serve as valuable integrated members of business units throughout the company. Always advocating for the audience, her team propels UCI’s insights-based culture of decision making that not only reflects on the past but seeks to drive future strategy.
Prior to joining Univision, Florentina served as product leader for Nielsen’s Hispanic consumer panel. She is a graduate of the University of Notre Dame, Mendoza School of Business. She spends her weekends among her tight-knit large family, residing outside of Fort Lauderdale, with her husband and their newborn son, Eli.