Group Nine Names Sylvia Banderas Coffinet General Manager of Multicultural Brand Partnerships and Marketing

Former Publisher, Chief Brand and Revenue Officer of HOLA! USA and Forbes Recognized-“Trailblazing Latina Media Executive” to Lead Digital Media Company’s Multicultural Sales Efforts

Group Nine Reaches 53MM Multicultural Americans Every Month
Company Release
October 8, 2020

NEW YORK – (October 8, 2020) – Group Nine Media, the no. 1 video publisher on mobile in the U.S. [Nielsen DCR, June 2020], today named Sylvia Banderas Coffinet General Manager of Multicultural Brand Partnerships and Marketing. In this new role, Banderas Coffinet will lead strategic development of the digital media holding company’s multicultural business needs, marketplace positioning, and branded content best practices, as well as spearhead relationships with multicultural agencies and advertisers to connect brand partners with Group Nine’s massive, diverse, young audience. Every month, Group Nine reaches 53MM multicultural Americans with its optimistic content [source: Nielsen DCR US Only, Comscore Q2 2020]. Banderas Coffinet will be based in the company’s New York City headquarters and report to Group Nine’s Chief Revenue Officer, Geoff Schiller.

“Group Nine is the no. 1 video publisher on mobile for our unparalleled reach and our brands create content that leaves you feeling hopeful about our future,” said Group Nine Chief Revenue Officer, Geoff Schiller. “We see enormous growth potential in expanding our relationships with new and existing brand partners who are looking to engage with young audiences on the platforms where they are spending their time. Sylvia’s expertise in multicultural marketing and brand building at leading media companies will take Group Nine’s efforts to the next level.”

“Nearly 40% of Group Nine’s massive U.S. reach is multicultural and represents the country’s diverse millennial population,” said Sylvia Banderas Coffinet. “Group Nine understands that there is not a one size fits all narrative for its audience and recognizes that multiculturalism done well is mainstream done right. Its diverse, authentic and optimistic storytelling naturally attracts both hyper-engaged consumers and brand partners who are looking to nurture their own diversity initiatives across its platforms.”

Banderas Coffinet has more than 15 years of media and publishing experience with a proven track record of building new businesses, driving revenue and architecting multicultural marketing anchored by research and insights. She most recently served as Publisher, Chief Brand and Revenue Officer at Hello and Hola Media Inc. where she developed and led the strategic vision, content planning, revenue and profitability growth plan, while optimizing the business operations of HOLA! USA. Within the first 90 days of launching HOLA! USA, Banderas Coffinet secured over 35 major advertising partnerships with global brands including Estee Lauder, Ford, L’Oreal USA and Carolina Herrera. Prior to HOLA!, Banderas Coffinet served as National Advertising Director and Executive Beauty Director at People en Español, part of Time Inc. She has also held revenue generating roles at Glamour and Latina. Banderas Coffinet carries numerous industry recognitions including Hispanic Executive’s “Top 10 Líderes” (2020), Folio’s “Top Women in Media” (2020) and Forbes’ “Trailblazing Latina Executive in Media” (2018).

Sylvia Banderas Coffinet's headshot can be found here.

About Group Nine Media:
Group Nine has the most optimistic, fast moving, deeply connected brands in the categories that matter NOW. As the #1 video publisher on mobile in the U.S. [Nielsen DCR, June 2020], Group Nine’s brands are built for the platforms where young people spend the majority of their time. We reach over 80% of Americans in their 20s every month [Nielsen DCR, June 2020]. Audiences spend nearly 90 million hours a month engaging with our category-defining brands [platform analytics, June 2020] - NowThis, the no. 1 most-watched news and politics brand globally on social [Tubular Labs, May 2020]; The Dodo, the #1 media brand for reach on mobile in the U.S. [Nielsen DCR, November 2019]; POPSUGAR, the #1 most engaged-with Women’s Lifestyle site in the U.S. [Comscore, February 2020]; Thrillist, the most-trusted digital brand in food, drink, travel & entertainment; and Seeker, the no. 1 science brand on mobile in the U.S. [Nielsen DCR, April 2020]. Group Nine has been recognized with hundreds of prestigious awards including Edward R. Murrow, James Beard, Cannes Lions, Critic’s Choice, among others.



Pierce White

Group Nine Media

(646) 561-3345

(646) 561-3345

(646) 561-3345


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