Resistance Never Works: Jennifer Rogers on Change, AI & the Hispanic Audience скачать в хорошем качестве

Resistance Never Works: Jennifer Rogers on Change, AI & the Hispanic Audience

What do you do when your company keeps changing CEOs, the industry swings from “big ideas” to pure programmatic and back again, and now AI is reshaping creative work? In this episode of Lead Human, Jack Myers and Tim Spengler sit down with Jennifer Rogers, EVP of Consumer & Corporate Marketing at TelevisaUnivision, to talk about thriving through constant change and leading teams in the age of data and AI. Jennifer shares how she’s survived five or six CEOs and multiple bosses by aligning quickly with new strategic goals instead of resisting, and why she sees change as an opportunity rather than a threat. She explains what makes the U.S. Hispanic audience a “dream” for marketers, how emotional connection and culture give TelevisaUnivision its edge, and why the industry is swinging back from cheap impressions to content, context, and real engagement. She also tells the story of how a semester abroad in Spain unexpectedly led to a career in Spanish-language media, how she thinks about staying 16 years at one company versus moving around, the kind of leaders she wants to emulate, and her philosophy on using AI as a complement to human creativity—not a replacement. As she puts it: if the job can be done by AI, the real question is, “What’s the job it can’t?” New episodes of Lead Human every week. In a world of machines and dashboards, the real competitive advantage is still a human one. Chapters 00:00 Is empathetic leadership performative or real? 01:25 Balancing quarterly results with human culture 03:10 Why Lead Human exists – listening and belonging 05:08 From home studios to Acast – setting up today’s conversation 06:36 “Greetings, humans” – Lead Human show open 07:10 Introducing Jennifer Rogers & TelevisaUnivision 08:03 16 years, multiple owners – how many regimes? 09:23 Grounding question: who are you as a human? 11:22 Surviving 5–6 CEOs and bosses – thriving through change 12:55 “You don’t want us to do that anymore? Great, let’s go.” 13:39 Seeing change as opportunity, not threat 14:18 Focusing on goals and delivering for the organization 15:22 Dual role: serving advertisers and representing the Hispanic audience 16:32 Why TelevisaUnivision feels different inside 17:28 Audience as “a dream” and why people seek out the brand 18:18 Emotional connection, data, and the swing back from pure programmatic 20:12 Partnerships, Roku, and reaching the right Hispanics 20:47 “If you reach them but don’t engage them, there’s no next step.” 21:44 Financial literacy workshops & CSR in the community 23:10 Using data for content, context, and results 23:26 Reaching audiences across platforms – Vix, news, streaming 24:57 Innovating formats: 24/7 news, micro-novelas & youth focus 25:40 How a semester in Spain changed her career path 26:22 Double majoring in Spanish and finding her calling 26:44 “I never thought I’d spend my career in Spanish-language media.” 27:20 Moving from New York to Miami & feeling “at home” in the culture 28:35 Career advice: staying vs leaving after a few years 29:20 Changing roles inside a changing company 30:11 Pros and cons of deep internal knowledge 31:24 Leadership qualities she admires: clarity, priorities, humanity 32:18 Recognizing people’s lives outside work 32:56 Empowerment and openness with her teams 33:39 Strategy vs tactics – how she handles disagreement 34:03 Bringing ideas back to the North Star 35:29 Getting the market to see Hispanics as their growth engine 36:09 Making it easy for brands to say yes – the role of Studio C 37:09 Leading human in how the brand shows up to advertisers 37:22 “Video killed the radio star” – framing AI change 38:10 Generative AI, nervous designers, and saving 3 days of work 38:29 “Now you can spend time on what AI can’t do.” 38:48 Training teams to use AI smartly, not fear it 39:15 “If AI can do the job, what’s the job it can’t?” 39:31 Closing thoughts and thanks from Jack & Tim