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"Bubbly and blunt." That's how one top ad executive describes the CMO of Univision Communications, whose networks generated nearly $2 billion in ad revenue last year.

Jamie King, managing director at Publicis & Hal Riney, San Francisco, also includes "as smart as they come" when he talks about Maryam Banikarim.

Univision doesn't make its top executives available for interviews-not to mention the top Spanish-language media company is in the fractious process of being acquired. So the task of providing a window into the personality of Ms. Banikarim, 37, falls on the shoulders of her peers in the marketing world.

"Univision, her family, her philanthropic efforts-you wonder how the hell she does it all," ponders Tony Ruiz, a partner at Hispanic agency Vidal Partnership, New York.

Ms. Banikarim joined Univision in 2002 and assumed the newly created CMO post in June 2005. She's credited with having spurred the media giant to embark upon its 2005 pre-upfront business-to-business campaign, which promoted the purchasing power of Hispanic consumers and Univision's ability to connect with them.

"She was a huge advocate for it," recalls Mr. King, whose agency worked on the campaign. "They hadn't done a lot of that in the past. She really cut against the grain."

Univision Communications

* Chief marketing officer

* First to hold that title at No. 1 Latino media company
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