Promotion Comes As NGL Collective And mitú Merge Creating
Largest Digital-First Latinx Media And Entertainment Company In The U.S.
Vanessa Vigil has been named Chief Brand Officer of NGL Collective, the largest digital-first Latinx media and entertainment company in the U.S. This promotion is timed to the merger of NGL Collective and mitú, a leading digital media company dedicated to inspiring, representing and super-serving U.S. Latinos.
In the newly created position, Vanessa will oversee all consumer-facing brands and events within NGL Collective, including mitú brands wearemitú, somosmitú, FIERCE, crema, Things That Matter, and NGL’s owned and operated properties Hispanic Kitchen, Latina Moms, and Hispanicize, the largest gathering of Latinx influencers, content creators, entrepreneurs, trendsetters and media and entertainment innovators.
Vigil was previously General Manager of mitú, where she led the organization alongside Stephen Brooks, President of Latido Networks. Her role has encompassed brand partnerships, marketing, and content strategy across mitú’s multi platform ecosystem.
Vanessa joined the mitú senior leadership team in January of 2019 as Vice President of Brand Strategy. A media and marketing veteran of nearly 20 years, Vigil successfully oversaw the daily operations of brand partnerships, mitú’s principal source of revenue. In 2021 her role expanded to leading the community and content team where she developed strategies and improved functional processes to position mitú’s portfolio of brands for growth.
Prior to joining mitú, Vigil held positions at both independent and large advertising agencies such as Essence and OMD Entertainment, always with an expertise in Hispanic and multicultural media and marketing strategy. “When I was on the agency side I admired and appreciated mitú as a brand that authentically captured
my experience as a US-born Latina and daughter of immigrants. Being on the inside now, my appreciation has only deepened. This is a team that cares deeply about representing our culture and positively impacting our communities through the content, interactions and experiences we create. I’m thrilled to be part of this new chapter in mitú’s growth. Joining forces with NGL super charges our ability to continue serving our loyal audience and brand partners,” said Vigil.
100% Latino-focused and led by a majority Latino team supporting hundreds of Latino creative and media partners, NGL Collective creates an unmatched experience for both consumers and advertisers and provides the most premium Latino video at scale across web, mobile, social and connected television. With mitú, the suite of brands has an active community of over 13 million social followers and web visitors.
“We are so pleased and proud that Vanessa is taking a major leadership role within NGL Collective as part of this new venture,” said NGL Collective CEO, David Chitel. “She is a true leader who is committed to cultivating talent and being at the forefront of Latinx representation across media, marketing and entertainment. Vanessa grew a powerhouse team at mitú and she and those she leads will be integral to NGL’s future.”