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Minivela Names Manny Ruiz CEO Amid Major Hispanic Media Expansion

Minivela appoints Manny Ruiz as CEO to lead bilingual vertical shorts platform expansion for U.S. Hispanic and Latin American audiences through innovative content partnerships.

This leadership appointment signals a significant shift in digital media targeting the rapidly growing U.S. Hispanic and Latin American markets, representing one of the fastest-growing consumer segments with substantial purchasing power. As streaming platforms increasingly compete for multicultural audiences, Minivela's focus on bilingual, bicultural content addresses a critical gap in authentic representation while leveraging the explosive growth of short-form vertical video. The company's collaborative approach and partnerships could reshape how Latino content is produced and distributed, potentially influencing mainstream media strategies and creating new opportunities for Latino creators and brands seeking to connect with this demographic through culturally relevant storytelling that combines traditional narrative depth with modern digital engagement.