Jacqueline Hernández is a titan of Latino media for all generations
The world of media, business can be a fierce world. But it is also a place of major influence that is won and exercised.
Given this influence, it helps to have people in positions of power who reflect the growing diversity of the country.
Jacqueline Hernández is a true representative of this.
A Latina in the media industry whose career spans a quarter century, through tireless work, Hernández has led some of the biggest names in corporate media and the publishing world.
Born and raised in New York City to Spanish immigrant parents, her father from Cartagena Murcia and her mother from the small town of Guernica in the Basque region of Spain, they were the classic example of the American dream.
They were honest, humble, hard-working people who came to the United States for a better life and opportunity, and who sought to give her and her sister a life they never had. This kind of drive is what ultimately led his father to start from scratch and run a successful outsourcing business.
Education was strongly promoted as the ticket to a better life. Like most immigrant children, Hernández was a first-generation student who was the first to attend and graduate from college and college in her family. She even graduated a year early in high school and college.
“I love studying to be honest with you. Even to this day,” she told AL DÍA.
Hernández earned her bachelor’s degree from Tufts University in Massachusetts in English Literature and Art History, and originally planned to go into international relations before that all changed with a marketing course.
“I tell young people going to college to really use the experience to find your likes and dislikes and learn from that because it’s very important for you to be passionate about what you do if you want to be successful,” she said.
Hernández remained in Boston after earning her bachelor’s degree, where she worked at the Boston Globe for two years. After the Globe, she missed her New York home and her family, and decided to return where she found a job at The Village Voice. It was there that Hernández realized that she loved the media, but also their business side. She decided to enroll and began taking night classes at Baruch College in New York as part of her Master of Business Association (MBA).
“I really love how business is like a puzzle where you put the pieces together. And if you really have a vision and execute it, it’s amazing how you can see businesses grow,” Hernandez said.
In 1995, Hernández began working for TIME Magazine, then known as Time Warner. She oversaw all international marketing for their global operations and magazine, which included Time Atlantic, Asia and Latin America to bring them to international audiences.
“It was a great pleasure for me because it was the first time in my career that I used my Spanish. Being able to travel around the region, especially Mexico and speak Spanish was not only an asset, but a great joy,” she said.
Over time, she began working on a protocol program with CNN and Turner Broadcasting, owned by Time Warner/Warner Brothers Discovery. Hernández was eventually recruited to the Turner side of Time at the start of the boom in television and digital technology in the news industry.
She worked on CNN International, TNT Latin America and Cartoon Network as Vice President of Integrated Marketing and Global Sales Sponsorships and Vice President of Interactive Digital Sales, again trying to bring multicultural and Latino audiences to the network.
“It’s about educating and celebrating cultures, diverse cultures, countries and peoples and their legacies,” Hernández said. “And that’s really the key to the success of any business today and in the future as we continue to become more and more diverse as a world.”
After five years with CNN/Turner Broadcasting, Hernández reached a point in her career that she considered “a real career-changing moment,” when she went to work for People en Español.
For the first time in his career, he was asked to manage the entire P&L (profit and loss statement), overseeing every little detail of business operation. During her four years there, Hernández was also asked to take a second job running Teen People Magazine for a middle year in which she led the publication to immediately increase advertising revenue and improve the publications operating cash flow.
Again, it was also about attracting Gen Z and the growing Latin American population to publishing.
“It really started my passion to always be on top of the next generation. Ten years ago I was very focused on being a Gen Y expert. Now I understand Gen Z extremely well. , because it is the next generation that defines the future of businesses, future trends and the culture in which we live,” she said.
Her successes in these two publications led her to take on the next position of Chief Operating Officer at Telemundo Media. She came to the company at a time when Telemundo was second to Univision and ultimately sought to bridge the gap between the two Hispanic media giants and further develop a vision that would take them to number one.
By the time she left six years later, Hernández had done just that.
Another highlight of his career at Telemundo was the acquisition of the television rights to the FIFA World Cup. These are rights that Telemundo still holds to this day.
“When I went to Telemundo, the first thing my parents asked me was, ‘Are you going to win the World Cup?’ said Hernández. “It was a highlight of my career to get the phone call from Zurich saying we got the rights.”
After her stint at Telemundo, she made the leap to NBC Universal, where she sought to increase Latino viewership and viewership among younger generations.
There she created an initiative called America Reimagined. He looked at demographic shifts in diversity, multiculturalism and thinking about younger generations. It has been extremely effective in driving growth in these areas which she says was a big reason why she eventually started her own business due to the impact she witnessed while working with leaders and businesses on how to engage, connect, and bring new audiences to businesses and platforms.
After NBC Universal, she started this business, but was soon asked to lead the Hispanic franchise MMA Sports Combate Americas. She did this for two years, building a global combat sports brand, and later served on the board of several companies, including Redbox, Isos Acquisitions, and Estrella Media.
She still sits on the board of Victoria’s Secret.
But back to his own business, Hernández said it was launched after more than a quarter century of climbing the corporate ladder and guiding other massive entities into the media space.
More than three years ago, Hernández founded and is the current CEO of New Majority Ready. It is a company that focuses on strategic marketing, consulting, and helping businesses grow with the ever-growing multicultural and Latino population. Her previous work helped her find this passion.
At the center of this love for multiculturalism and entrepreneurship is his father, the founder of the original business in his life.
“In my office, on my bulletin board, I have my father’s independent card. I was always very motivated by someone who came to this country speaking very little English, and who was a worker and ended up running his own business very successfully,” Hernández said. Because of that, I knew I had entrepreneurial DNA in me.
The name of the game now in the media, and something Hernández hears a lot from clients, is “transformation” when it comes to who gets attention.
Along with diversity, this also includes the need for more Latino and multicultural women to strive and thrive in the business sector to further drive its own growth and diversity. The arena can be tough for all Latinas and other women of color like Hernández, but she offered some advice to the next generation for AL DÍA to pass on.
“I remember once someone said to me, ‘You’re going to have to work twice as much as a man and even three or four times as much as a white man’. And I said, ‘You know what? I’m in. Sign me up. I like to work hard,” Hernández said. “Prepare, do the work that’s needed, be diligent and have a bar of excellence.”
As for his own future, Hernández will continue to lead and develop New Majority Ready and has many plans. The company recently launched what it hopes will be a multicultural streaming service called New Majority Storytelling. He hopes to “authentically represent America, rich in diversity,” while “celebrating our cultural fusion of people of different backgrounds and ethnicities,” through scripted television shows and more.
“We like to say, ‘Multicultural content for mainstream America,'” she told AL DÍA. “Our goal is to showcase the multicultural voices of amazing creators.”