Univision’s Mission to Inform and Empower Communities

Univision’s Mission to Inform and Empower Communities

 

GM Veronika Moroian (’03) finds promise in the nation’s fastest-growing population

November 28, 2022

  • Veronika Moroian is president and GM of Univision Washington, D.C., and Philadelphia, and station manager of Univision New York
  • Moroian oversees the news, operations, sales and community teams
  • She says, “As a leader, you have to inspire people toward a shared vision. And that competence and appreciation for what they do, along with candid communication and integrity, are what it’s all about.”

When Veronika Moroian (’03) left Argentina to begin graduate school as an international student at UCLA Anderson in the fall of 2001, she had every intention of returning to her job at IBM in Buenos Aires after completing her MBA.

“I thought I would stay in tech,” says Moroian, who earned her undergraduate degree in computer science and information technology. She was recruited to help launch IBM’s OS/2 software system in the early 1990s before moving to the technical support team and, ultimately, to positions in marketing and software sales. “I was doing great in sales — winning trips, bonuses and awards — but I wanted a management position, and knew I needed an MBA for that. I didn’t resign; I just asked my boss for a leave of absence so I could get that training and then come back.” She laughs. “Now look at me.”

Moroian’s Anderson experience introduced her to a new country and a new industry. Born in Armenia and raised in Argentina, she is now a U.S. citizen and a top executive at the nation’s largest Spanish-language media and content company. As president and general manager of Univision Washington, D.C., and Philadelphia, as well as station manager of Univision New York, Moroian oversees the news, operations, sales and community teams for the three markets. Each has two TV stations, as well as digital and social media and streaming capabilities; the New York market also includes radio stations. “Our mission is to inform and empower the communities we serve, and my goal is to lead my teams to success in delivering that mission, which also requires meeting revenue goals,” Moroian says.

It’s a fast-evolving industry in which Moroian is well served by the wide-ranging positions she’s had in ascending the corporate ranks of Univision over nearly two decades — and by the IT career she left behind when she came to the U.S.

“There are 62 million Hispanics in the U.S., and we are driving most of the population growth in the country. It’s a perfect storm for advertisers to embrace and reach out to this community.”

“In this position, it’s extremely important to keep up with changing technologies — staying informed about industry trends, new apps and streaming services, and where the business is headed,” Moroian says. In 2022, Univision launched ViX, the world’s largest Spanish-language streaming video platform, featuring live sports, news and entertainment. “It’s funny how things are connected,” Moroian says. “I moved away from the software business and into the Hispanic media industry after graduating from Anderson, and now that industry is evolving toward technology and streaming services.”

A major focus of the work Moroian oversees involves educating current and prospective advertisers about the vast potential in reaching Hispanic consumers as they seek to grow their businesses. Moroian points to the rapid growth of the community — in numbers, educational attainment and buying power. “There are 62 million Hispanics in the U.S., and we are driving most of the population growth in the country,” she says. “Over the last decade, 80% of the population growth in New York and 85% in Philadelphia have come from Hispanics, and that will only continue. It’s a perfect storm for advertisers to embrace and reach out to this community.”

For Moroian, the opportunity to make a difference in the lives of Hispanic families in the markets she serves is the most rewarding aspect of her work. The influence of the stations she oversees was particularly evident in the early days of the COVID-19 pandemic. “Our viewers relied on us to get accurate information that would allow them to make the right decisions for themselves and their families,” she says. “Going to the Latin Grammys is the glamorous part of what I do, but that kind of power and responsibility to educate our communities, knowing that we’re making a difference in their lives, is what is most fulfilling to my soul.”

Moroian’s first glimpse at what a career in Spanish-language media might look like came while she was a student at Anderson. “The advice at business school was to try something new and different for your summer internship,” she recalls. “On the job board at UCLA, I saw a posting for an internship at the Spanish-language service of DirecTV and I thought, ‘Why not? I can always go back to IT.’”

Through her internship (sponsored by the T. Howard Foundation, whose mission is to promote diversity in media and entertainment) Moroian began to reassess her career goals. “I come from a culture that loves to consume TV. Even as an A-plus student, I would study watching TV,” she says, smiling. “The idea that I could make a career out of something I love doing, in an industry that made me feel a connection to home, was amazing to me.”

Upon earning her MBA, Moroian had two job offers, one to stay in IT and another to join Univision as an account executive on the distribution team. Although the latter position started at a lower salary and rank than the IT job, Moroian opted to give the new career path a chance.

“UCLA gave me the foundation to take in the variables of any situation and make an educated business decision.”

From that entry-level position, she was promoted to regional manager for affiliate sales, then regional director. She then took a salary and title cut for the opportunity to move into advertising sales as an account executive at Univision’s Los Angeles station. After spending time in Chicago, where she became vice president and director of sales, Moroian moved to New York City as vice president of the national sales office. Recruited by the local station in New York, she led business strategy there before being promoted to her current position.

Moroian views her versatility as a major asset, allowing her to fill varying roles and to lead teams that fulfill tasks she’s done herself. “I’ve been in different divisions with Univision, and that gives me a full understanding of what my team members do so that I can guide and mentor them to success,” she says. “As a leader, you have to inspire people toward a shared vision. And that competence and appreciation for what they do, along with candid communication and integrity, are what it’s all about.”

Moroian’s first taste of leadership came when she was elected president of UCLA Anderson’s International Business Association. She credits the MBA program with instilling in her the ability to network, the confidence to take on new roles and the know-how to thrive. “UCLA gave me the foundation to take in the variables of any situation and make an educated business decision,” she says. “Almost 20 years ago, I went to UCLA Anderson as a Latina from a foreign country and received the support and guidance that allowed me to succeed. Now, like many of the Hispanics we serve, I feel like I’m living my American dream.”