Cultura Ambassador - Lilian Peña

October 31, 2018

Cultura Ambassador - Lilian Peña

Lilian Peña, is currently an Account Executive, in the Sales & Marketing Department of Disney-Owned, Bay Area television station, ABC7/KGO-TV, part of the Disney-ABC Television Group (DATG).

In her current sales role, Peña specializes in fostering and maintaining relationships with clients and agencies to generate revenue in support of the business operation of the station. Her expertise in the field, backed with several years of operational experience, make her a valuable contributor in advertiser marketing budget planning. In addition to possessing content production knowledge, she helps create the most effective campaign by presenting multi-platform offerings – broadcast/streamed television, online and digital tools, Network/Local app ad placement, and social opportunities.

Prior to her move into sales, she led the operations department, for 15 years of her career, in the daily, deadline-driven task of creating the television station’s program logs for the primary and secondary channels. She oversaw the various aspects of the department including contract entry, materials ingest, traffic instructions input, inventory management and software upgrades. Peña was the central contact among all departments – programming, promotions, finance, public affairs, web, digital and news – for coordinating LIVE and breaking news events, as well as scheduled programming. She worked closely with engineering to continually refine the on-air playlist, configuring and entering codes in formats, making the different systems more compatible and automated. As part of streamlining internal business workflows, she served as a consultant with the Group’s traffic system vendor in their product development to give ABC an edge in the traffic aspect of the industry as an early-adopter. Peña also moderated monthly conference calls with the Group’s operations managers for sharing best practices.

In addition to her day-to-day work responsibilities, Peña is also the Station’s Community Liaison of the Disney-ABC Owned Television Group’s Hispanic/Multicultural Initiatives committee. Her membership spans three years of teamwork in quantifying the growth of the Hispanic market, leading the creation of strategic plans to keep DATG competitive and connected, and in developing ways for the Group to reach this audience through relevant content and meaningful connections.

As an active member of California-based non-profit, the Latino Community Foundation (LCF), she cultivates authentic relationships with the community, through extending her professional skills to further LCF’s vision and conversely being an LCF ambassador among her business network. Her involvement, along with other members, through LCF’s Latino Giving Circle Network (LGCN) has made the organization the largest Latino donor network in the nation – with 430 members, LGCN has given out $516,500 in grants, over four years, to Latino-based non-profits in the Bay Area and recently expanded to serve organizations across California.

Peña recently joined Silicon Valley Latino as Cultura Ambassador. Her heart for people will make her an engaged and valueable contributor to the community through this influential network.

Peña received a Bachelor of Arts degree in broadcast television and radio, with a concentration in newswriting and an emphasis in marketing, from San Francisco State University, San Francisco, CA.

You can find her here on LinkedIn =>



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