• by Amy Corr  @MediaPostOTL, May 6, 2016

GroupM's Multicultural unit hired Nelson Pinero as senior digital director, senior partner. His role will be devoted entirely to digital, representing multicultural interests across all investment and programmatic teams both internally at GroupM and its agencies Mindshare, MEC, Mediacom, Maxus and Xaxis. Pinero joins the agency from MEC, where he serviced several industries and accounts including retail (IKEA), QSR (KFC) and travel (Marriott). Prior to MEC, he spent three years on the Sprint team at Mindshare where he served on the digital team to lead geo-targeted and behavioral targeting campaigns, as well as the early adoption of programmatic solutions. Pinero is based in New York and will report to Gonzalo del Fa, president, GroupM Multicultural. "As our role in the market expands, we had an immediate need for someone who could focus on digital specifically, able to act as GroupM Multicultural's point person and digital voice both internally and externally," said del Fa. "Nelson has a passion for finding culturally nuanced digital solutions that enhance message delivery among multicultural audiences. His new role will assist negotiations with key digital partners within programmatic, video, social and search."