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SBS/L.A. Appoints Eduardo Maytorena as Local Sales Manager


Eduardo Maytorena
Eduardo Maytorena

Spanish Broadcasting System appoints Eduardo Maytorena as Local Sales Manager for its stations in Los Angeles, including KLAX-FM (97.9FM La Raza) and KXOL-FM (Mega 96.3FM). He'll lead the company's L.A.-based sales teams across radio, digital and experiential marketing. Maytorena will continue to be based in Los Angeles and will report to SVP Sales West Rachel Elster and SBS Entertainment/Los Angeles President Alessandra Alarcon.

Most recently, the 15-year media veteran served as Senior Account Executive in Los Angeles for SBS since May, 2018. Previously, Maytorena was a Partner for Mezcalifornian Films as co-writer, director and producer of independent feature films. From 2010 to 2018 he served as Creative Sales Director of Radio Centro 93.9FM, as well as the Creative Sales & Marketing Director of Hoy Newspaper.

"Eduardo is the consummate ad sales executive and one of the most driven and creative leaders on our Sales team in Los Angeles. He's a professional of the business who comes to the role with passion and deep experience that will elevate how we serve our clients in the area. Los Angeles is a highly competitive market and Eduardo is the kind of Sales leader our team needs to meet the rapidly changing advertising landscape," said SBS COO Albert Rodriguez. "His understanding of our diverse audience will ensure we continue to push barriers while delivering strategic results to make a lasting difference with our clients."

"I am beyond excited for this opportunity and look to continue using my experience and relentless drive to grow shares while working alongside the great team and family that we have at SBS LA," stated Maytorena.

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