It has sought advertisers and consumers by being a digital-first Spanish-language video content distribution platform co-founded by its Chief Executive Officer, Isabel Rafferty Zavala. Now, Canela Media is welcoming a new Chief Financial Officer, and it is an individual who previously served in a similar role under the now-departed Albert Rodriguez at Spanish Broadcasting System (SBS).
Taking the CFO post at Canela Media is José Molina.
He’ll be based in Miami, and brings “proven financial leadership” Rafferty says will be “a strong asset as we continue scaling the business.”
Until mid-February 2024, Molina directed all of the financial matters at publicly traded SBS. He resigned, some 11 weeks after Rodriguez said he was leaving, following the failure of VOZ Media to complete its planned acquisition of SBS’s Mega TV operation. That non-consummation forced a delay in SBS’s purchase of KROI-FM in Houston, today a successful regional Mexican station with Raul Brindis in morning drive.
Molina joined SBS as CFO in January 2019 for his second stint at the company, following a role as SVP/CFO for Networks at Univision Communications. From 2015-2017, Molina was the CFO for the now-defunct MundoMax, born out of the former MundoFOX broadcast TV network. From 2012-2015, Molina served as SVP/Finance for SBS in a prior tenure at the company, rising from VP/Finance and, before that, Director of Finance. He first joined SBS in 2002, after four years as a supervising senior auditor at KPMG.
“I’m excited to join Canela Media as it continues to innovate, grow its impact and expand its footprint,” Molina said. “Canela’s mission to authentically connect with multicultural audiences while offering brands scalable, data-driven ways to reach them is both timely and meaningful. I look forward to working with the team to strengthen the company’s financial strategy, scale operations, and support its continued leadership in culturally relevant content and innovative advertising solutions.”
Canela Media’s current growth initiatives involve free ad-supported streaming television, or “FAST” channels. There’s also an innovative “AVOD loyalty program,” branded as “Club Canela,” and an expanded proprietary data offering, Canela Audience Solutions.
