Minivela Names Manny Ruiz CEO Amid Major Hispanic Media Expansion

Minivela, the pioneering bilingual vertical shorts platform serving U.S. Hispanic and Latin American markets, has announced a significant leadership transition with the appointment of Manny Ruiz as Chief Executive Officer. Ruiz, who previously co-founded Brilla Media and served as CEO of Hispanicize, brings 25 years of industry experience to his new role after most recently serving as Minivela's Chief Content Officer. This strategic move comes at a crucial expansion phase for the company, particularly following its recent partnership with Nueva Network, which has substantially enhanced Minivela's distribution capabilities, sales operations, and advertiser reach across key Latin markets.

Under Ruiz's leadership, Minivela is developing an ambitious slate of original short dramas specifically designed to reflect the bilingual, bicultural experiences of modern Latino audiences in both the United States and Latin America. Angela Sustaita-Ruiz, CEO of Brilla Media (Minivela's parent company), emphasized that the company's evolving distribution network and expanding content portfolio require Ruiz's innovative leadership and strategic focus. The platform has distinguished itself through unique vertical drama formats that combine the emotional storytelling depth of traditional telenovelas with the viral engagement potential of short-form digital media, creating a distinctive entertainment experience that resonates deeply with young, multicultural viewers.

Minivela's business model represents a collaborative approach in the digital entertainment space, with Ruiz noting that this "second stage" of the company focuses on scaling operations and building partnerships across producers—including potential competitors—who can benefit from the content production and adtech capabilities Minivela is developing. The company operates as a joint venture between actor Carlos Ponce, Brilla Media, and Numatec, with additional strategic partnerships including Nueva Network and exclusive production collaborations with Chicano Hollywood on the West Coast. Through its own ecosystem and platform collaborations, Minivela delivers family-friendly digital films accessible free on all major social media platforms including Instagram, YouTube, and TikTok @MinivelaTV, while also leveraging Numatec's distribution partnerships and Brilla Media's Nuestro Media network to provide effective audience reach for brand sponsors across digital, CTV, and other platforms.