Javier Garcia will join Comcast Cable as Vice President and General Manager, Multicultural Services. Garcia will report to Marcien Jenckes, Executive Vice President of Consumer Services for Comcast Cable and be responsible for directing, designing and implementing Comcast’s multicultural services strategy across all Xfinity products. In this role, 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 Jenckes. “Multicultural audiences have taken the lead in social media usage and mobile technology adoption rates so Javier’s digital experience makes him the perfect choice to lead our team. His proven track record serving the U.S. 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, developed new triple play packages focused on its multicultural customers, and launched four new digital experiences (www.xfinity.com/asia, www.xfinity.com/black, www.xfinity.com/latino and www.xfinity.com/lgbt) designed to help its diverse customers find and discover relevant programming and content.
Garcia joins Comcast from Yahoo! where he was the General Manager of its U.S. Hispanic business and led monetization, 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 organization 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).