How TelevisaUnivision staffed a team of digital teammates across its revenue org

The complexity of the world's largest Spanish-language media company

TelevisaUnivision started as a broadcast network and a group of terrestrial radio stations. It grew into a multimedia Spanish-language conglomerate — and with that growth came sprawl. The revenue org runs on a fragmented stack of legacy linear and radio systems, four ad servers, and a large reach-extension business spanning multiple DSPs and inventory sources.

The day-to-day showed it. Analysts logged into 15+ platforms every morning to pull, normalize, and stitch together pacing and revenue reports by hand. Under-pacing deals and deal cliffs were caught late. Salesforce deal entry, linear post-request processing, brand approvals, and prospect research were all hand-cranked. Highly paid ad-ops professionals spent most of their week on low-leverage work instead of strategy and selling.

It started with one non-engineer — and snowballed

Jeremy Varner, SVP of Global Programmatic Sales & Strategy, is not an engineer. But he connected Convey to 10–12 of TelevisaUnivision's SSPs himself — building solutions in a day that would previously have required weeks of engineering time.

What spread wasn't a single tool. It was a set of digital teammates, each embedded with a real team, owning real recurring work end to end. Geoff, the programmatic-ops teammate, runs around the clock: answering inbound PMP and deal questions, monitoring daily pacing and deal cliffs, combining reporting across ~15 SSPs and exchanges, and handling Salesforce deal entry. Enrique handles the linear planning lifecycle — pulling plan requests from Salesforce and RFPs, building and QCing media plans, coordinating brand approvals, and running stewardship reporting.

Connected to the entire stack

TelevisaUnivision's revenue org never ran on one system. Pacing lived in sell-side ad servers. Campaign setup touched DSPs and social platforms. Deal history sat in Salesforce. Reporting was spread across BI tools, operational dashboards, and a tangle of spreadsheets. No single platform could see the full picture — and no traditional integration project could keep pace with how fast the business changed.

The digital teammates were built to bridge that gap. Instead of asking operators to be the glue between tools, TelevisaUnivision taught teammates to carry work across the environments teams already used. Geoff handles programmatic operations around the clock — combining pacing signals, answering inbound deal questions, and pushing updates into Salesforce. Enrique runs the linear planning lifecycle from plan requests and RFPs through brand approvals and stewardship reporting. Together, the teammates now operate across 45 distinct systems — not as a checklist of software, but as coverage of the revenue org's real workflows.

That breadth is what made the rollout stick. Employees did not need a central engineering team to wire up each new platform. When a workflow required another connection — email, SharePoint, or anything with an API — the people who owned the work could extend the teammate themselves, without starting a new integration from scratch.

The results

Since the rollout began in April 2026, TelevisaUnivision's teammates have completed 45,000+ tasks — hundreds of thousands of hours of work, in Phil Lalonde's words — the equivalent of 16–17 full-time employees' worth of output every single week.

The bigger payoff is what the team does with the time back. Freed from manual reporting, they draw on three years of spend and trend data to have sharper conversations with advertisers, make more calls, and take more meetings. Where teams once considered hiring ten more planners to keep up with RFPs, a teammate now builds a plan in 14 seconds.