Mitú, a digital media brand for Latino millennials, has expanded its senior leadership team with the addition of three women joining in development, production and marketing.

Joining Mitú are: Zadi Diaz, vice president of digital studio; Gina Reyes, vice president of scripted development for television and film; and Rachel Garcia, vice president of marketing and brand strategy.

“These accomplished women will add tremendous expertise as we expand our scripted development, premium digital series and branded marketing efforts,” said Beatriz Acevedo, co-founder and president of Mitú. “And while we applaud the recent push in Hollywood to achieve 50/50 gender equality by 2020, Mitú is here now.”

All three executives will be based at Mitú’s Los Angeles headquarters.

Diaz is an award-winning creative executive with a decade of experience in digital storytelling. In her new role at Mitú she will oversee short, mid-form and branded video development and production.

Before joining Mitú, Diaz was vice president of programming ipsy. She previously worked as executive producer of AwesomenessTV’s Awestruck, and of YouTube’s flagship show, YouTube Nation, produced by DreamWorks Animation. Prior to joining AwesomenessTV Diaz served as head of content development at Disney Interactive.

Reyes joins Mitú from Story House Entertainment at Univision, where she served as director of content development for English and Spanish-language scripted series. In her new role at Mitú she will oversee the company’s growing scripted development initiatives for television and film.

She spent five years at Fox as director for the Fox Writers Lab, Fox TV Directors Lab and the Fox/AFI Filmmakers Lab for Fox Broadcasting and 20th Century Fox Television. She also served as a Creative Executive at 20th Century Fox Film. Prior to Fox, Reyes delved into film development in her post with Salma Hayek’s shingle, Ventanazul, where Ms. Hayek had an overall deal with MGM and ABC.

Garcia will oversee Mitú’s marketing, creative partnerships and programs, including the company’s in-house agency that connects brands and businesses seeking to engage with millennial Latino and multicultural audiences. She also will head social media, events, licensing and merchandising initiatives, and will lead Mitú’s B2B and sales marketing efforts.

Mitu

An executive with more than 15 years of experience in marketing, investor relations and public relations, Garcia previously served as vice president of marketing and social media for BBC America. In her five years at the company she oversaw multiple national TV, print, out-of-home and online campaigns for the channel’s hit programs, including global franchises Doctor Who​, Top Gear​​, Planet Earth​​ and the hit original, Orphan Black​.

Prior to BBC America, Garcia headed advertising solutions at the entertainment startup Next New Networks, acquired in 2011 by YouTube, where she managed the company’s brand campaigns for advertisers including Lionsgate, Starburst, Procter & Gamble and American Express.