• by David Goetzl , October 28, 2010

Mike Alvarez, who has worked in branded entertainment sales at both Lifetime and Intersport, has joined Telemundo in a top sales role for the New York region.

He joins the Spanish-language network as a vice president in the sales group, reporting to network sales chief Michael Rodriguez.

At Intersport, Alvarez notably worked with LifeLock on a YouTube channel linked with NCAA March Madness that involved cooperation with various coaches. Before that, at Lifetime, he headed Web sales and branded integration deal-making.

For Telemundo, he will co-lead sales in the New York region, which includes spots and sponsorships. His "extensive experience in network branded entertainment, sales and sponsorship" is an asset, Rodriguez stated.

After five years at Lifetime, Alvarez joined sports and entertainment content producer Intersport two-plus years ago as a senior vice president. He crafted sponsorships for several clients, including with Chase and Sears.

Earlier in his career, he worked at iwon.com and ESPN.