The bilingual vertical shorts platform Minivela has appointed Manny Ruiz as Chief Executive Officer, positioning the company for significant growth in the U.S. Hispanic and Latin American markets. Ruiz, who previously served as Minivela's Chief Content Officer and co-founded Brilla Media, will now lead the company's strategic expansion as it scales to become the leading producer of vertical shorts for these audiences.
This leadership change occurs during a critical period of expansion for Minivela, following its recent partnership with Nueva Network. This collaboration has strengthened the company's distribution capabilities, sales operations, and advertiser reach across key Latin markets. The partnership represents a significant step in Minivela's ability to deliver content to broader audiences through enhanced distribution networks.
Under Ruiz's direction, Minivela is developing an ambitious slate of original short dramas designed to reflect the bilingual, bicultural experiences of modern Latino audiences in the United States and abroad. Angela Sustaita-Ruiz, CEO of Brilla Media, Minivela's parent company, emphasized that the company's evolving distribution and content strategy requires Ruiz's innovative leadership and focus.
Ruiz brings substantial industry experience to his new role, having founded, led, and later sold Hispanic PR Wire and Hispanicize during his 25-year career. His appointment signals Minivela's commitment to building collaborative partnerships across the industry. "This second stage of Minivela is all about scaling and building partnerships across producers—and even competitors—who need the content, production, and/or adtech capabilities we're developing for ourselves and others," Ruiz stated.
Since its founding, Minivela has distinguished itself through unique vertical drama formats that combine the emotional storytelling of telenovelas with the viral engagement of short-form digital media. The platform's content blends entertainment with social connection, resonating deeply with young, multicultural viewers through its own ecosystem and collaborations with other platforms.
The company's family-friendly digital films are accessible free on all social media platforms, including Instagram, YouTube, and TikTok through https://www.tiktok.com/@MinivelaTV, as well as through adtech conglomerate Numatec's distribution partnerships. Combined with Brilla Media's Nuestro Media network, brand sponsors can effectively secure audiences across digital, CTV, and other platforms, creating new opportunities for targeted advertising in the growing Hispanic media market.
Minivela's expansion under Ruiz's leadership represents a significant development in the media landscape, as the platform aims to capture the attention of the rapidly growing U.S. Hispanic population and Latin American viewers. The company's approach to vertical short-form content tailored specifically for bilingual, bicultural audiences addresses a gap in the market that traditional media platforms have often overlooked.
This strategic move could potentially influence how media companies approach content creation for Hispanic audiences, emphasizing the importance of culturally resonant storytelling in short-form formats. As digital consumption patterns continue to evolve, Minivela's focus on vertical shorts positions it at the forefront of changing viewer preferences, particularly among younger demographics who increasingly consume content through mobile devices and social media platforms.
