Comcast names GM for multicultural services
Gabriel Miramar-Garcia
| 07 November 2014
Comcast Cable has appointed Javier Garcia as vice president and general manager of multicultural services.

Garcia will be responsible for directing, designing and implementing Comcast's multicultural services strategy across all Xfinity products. He will drive the long-term product vision and strategy and collaborate with various Comcast divisions, regions and business unit partners to develop competitive pricing, positioning and marketing strategies.

"Our customer base is becoming more diverse every day, and multicultural services is a very important part of our overall brand strategy," said Marcien Jenckes, EVP of consumer services for Comcast Cable. "Multicultural audiences have taken the lead in social media usage and mobile technology adoption rate, so Javier's digital experience makes him the perfect choice to lead our team."

He added: "His proven track record serving the US Hispanic and Latin American markets will help ensure we continue to deliver compelling products and bring dynamic multicultural content to Xfinity customers, wherever and whenever they want it."

In the last three years, Comcast launched the Xfinity Latino Entertainment Channel, which is dedicated to helping Latino customers maximise their Xfinity experience; developed new triple play packages focused on its multicultural customers; and launched four new digital channels designed for diversity, with relevant programming and content for African-Americans, Hispanics and the LBGT community.

Garcia joins Comcast from Yahoo!, where he was the GM of its US Hispanic business. He led monetisation, partnerships and operations for the company's premium media, programmatic and native advertising businesses. During his eight years there, he also served as the senior director of marketing solutions for Y! Hispanic Americas, leading the organisation responsible for digital branded entertainment and display advertising solutions in the region.

Garcia holds an MBA from the Wharton School of Business, an MA in International Affairs from the University of Pennsylvania, and a BS in Civil Engineering from Universidad de Los Andes (Colombia).