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Chief Regional Officer USA & Panregional, Hitsbook Group


Ruben is a passionate, results oriented global entertainment and telecommunications executive with expertise in US Hispanic, Multicultural and Latin American Markets. He is skilled at making programming relevant for audiences while creating value for both customers and companies, and he has a proven track record in building and rebuilding business units, branding and rebranding entertainment channels and systems, and putting together highly motivated teams.


Ruben is currently the Chief Regional Officer USA & Panregional for Hitsbook Media Group and its task with launching the company for US and Latinoamerica. Additionally, in 2016 Ruben founded Entamar Media, where he is currently engaged in strategic consulting projects in Latino and multicultural media, with a focus on establishing the white space opportunity, the ideal product, the financial considerations, and the structure for developing and launching new services and channels in OTT platforms in the US and Latin America. 


Prior to establishing Entamar Media, Ruben was the President of NBC UNIVERSO, an entertainment and sports cable channel for Latinos. Ruben was responsible for developing and driving the overall NBC UNIVERSO television strategy – including the rebranding and repositioning of the network from mun2 to NBC UNIVERSO – and providing operational leadership across NBCUniversal Telemundo Enterprises. 

Ruben was also with Comcast Cable where he served as Senior Vice President and General Manager of Multicultural Services. He was responsible for directing, designing and implementing the company’s multicultural services strategy across all XFINITY products, where he developed competitive product pricing, positioning, and marketing strategies. In that role, Ruben led the creation of FreeView Latino, the biggest free on-demand event in Latino TV history, as well as the launch of the Xfinity Latino Entertainment Channel, a one-of-a-kind destination channel for live and exclusive English and Spanish-language programming, available to more than 20 million Comcast XFINITY TV customers.


Previously, he was General Manager of Latino Programming and Spanish Business Development at Dish Network. During his nine years at the company, he spearheaded and defined the company's Latino video content initiatives, and was also responsible for creating the DISH Latino division. Prior to DISH, Mendiola was Vice President of Programming and Operations at Fox Sports Latin America. He also served as Programming Director for Pay TV at Grupo Televisa where he was responsible for content negotiations for all Pay TV Systems of Televisa including Sky Entertainment Services and Cablevision.


Ruben is a graduate of Universidad Iberoamericana A.C. in Mexico City where he earned his degree in Corporate Law.