• by Wayne Friedman , June 2, 2025

Just before the start of the TV’s annual upfront advertising market, TelevisaUnivision announced its veteran TV media executive Donna Speciale would be departing as president of U.S. advertising sales and marketing.

Speciale had been at the position for the last four-and-a-half years.

Tim Natividad, who had been U.S. head of enterprise sales at TikTok, will take her position. The change will occur on June 9.

Previously, Natividad was head of advertising sales/performance marketing at Roku and prior to that, head of global search and performance advertising sales for Amazon. He also had an analytics position at Google.

The change comes at the start of TV's annual upfront ad-buying market. Analysts have speculated the marketplace could be softer than in previous upfronts -- partly because of tariff-related uncertainty.

In 2024, TelevisaUnivision’s U.S. advertising revenue grew 2% to $1.8 billion.

Previous to TelevisaUnivision, Speciale had a senior position as president of advertising sales at Warner Media. Before that she was president of investment, activation, and agency operations at MediaVest Worldwide.

She also had senior media agency positions at MediaCom.

Speaking with TV Watch last month, Speciale reflected on those longtime under-represented major TV ad categories in the Hispanic media space -- as well as those areas where there has been improvement such pharmaceutical and financial-services brands. “We are making headway and chipping away at it,” Speciale said. “As far as I’m concerned, it is nowhere where it needs to be, given that I know how much [brands] spend on English-language TV."