CORAL GABLES, FLA. — She’s a familiar figure to Hispanic Radio Conference attendees who appeared on the cover of Streamline Publishing’s Radio Ink in June 2023, in recognition of her experience as a “agency fortuneteller.” Come January 1, 2027, the longtime VP of Media Integration at Zubi Advertising Services will be elevated to the role of Executive Director and Head.
Isabella Sanchez, who joined Zubi in June 2010 after some four years at Tapestry as VP/Managing Director, will succeed Tim Swies, who is retiring after more than 30 years at the agency founded by the late Tere Zubizarreta.
Sanchez has a knowledge base that extends to key insights on audio consumption by Hispanic listeners, the ongoing battle to save AM radio in cars and the continued importance of kHz-band broadcasts to multicultural consumers, and how radio managers and sales professionals can better serve Hispanic communities. She also serves as Chair of the Hispanic Marketing Council. Her appointment brings an experienced Hispanic marketing leader with deep ties to the agency and the industry to Zubi’s top role.
“Tim helped shape Zubi into the industry force it is today, and we’re indebted to his achievements over the past three decades,” said Jon Cook, Global CEO of Zubi parent VML. Cook also congratulated Sanchez, calling her “a devoted champion of Zubi’s values whose leadership ensures the agency’s future is in great hands.”
Sanchez’s career began at Siboney Advertising in January 1991, as a Media Planner and Media Buyer. In 1993 she joined The Bravo Group, assuming the role of VP/Media Director. She’s remain at the shop focused on U.S. Hispanic marketing and advertising efforts through 2006, when she became VP and Managing Director of Starcom Mediavest Worldwide’s Tapestry unit.
