Manny Ruiz Appointed CEO of Minivela as Platform Expands in Hispanic Vertical Shorts Market
Minivela has appointed Manny Ruiz as CEO to lead the bilingual vertical shorts platform's expansion across U.S. Hispanic and Latin American markets, signaling strategic growth in digital entertainment targeting multicultural audiences.
Minivela, the first bilingual vertical shorts platform serving the U.S. Hispanic and Latin American markets, has appointed Manny Ruiz as Chief Executive Officer. Ruiz, who most recently served as Minivela's Chief Content Officer, will now lead the company's strategic growth as it scales to become the leading producer of vertical shorts for U.S. Hispanic and Latin American audiences.
The appointment comes at a pivotal point of expansion for Minivela, following its recent partnership with Nueva Network, which has strengthened the company's distribution capabilities, sales operations, and advertiser reach across key Latin markets. Under Ruiz's leadership, Minivela is developing an ambitious slate of original short dramas designed to reflect the bilingual, bicultural experiences of modern Latino audiences in the U.S. and abroad.
Angela Sustaita-Ruiz, CEO of Brilla Media, Minivela's parent company, emphasized that the evolving distribution and content slate require Ruiz's innovative leadership and focus. Ruiz brings extensive experience to the role, having previously co-founded Brilla Media and served as CEO of Hispanicize. His 25-year career also included founding, leading, and later selling Hispanic PR Wire and Hispanicize.
Ruiz outlined his vision for Minivela's next phase, stating that this second stage focuses on scaling and building partnerships across producers and even competitors who need the content, production, and adtech capabilities the company is developing. He described Minivela as the first company he's built that is designed to work with everybody, calling the approach both fascinating and liberating for the platform's future impact on creative careers, brands, and businesses.
Since its founding, Minivela has distinguished itself through unique vertical drama formats that combine the emotional storytelling of telenovelas with the viral engagement of short-form digital media. Through its own ecosystem and collaborations with other platforms, Minivela's vertical shorts blend entertainment with social connection, resonating deeply with young, multicultural viewers. The platform's content is accessible free on all social media platforms, including Instagram, YouTube, TikTok @MinivelaTV, and through adtech conglomerate Numatec's distribution partnerships at https://www.numatec.com.
The company represents a joint venture between actor Carlos Ponce, Brilla Media, and Numatec, featuring advertiser and content partnerships with Nueva Network at https://www.nuevanetwork.com and strategic exclusive production partnerships with Chicano Hollywood on the West Coast. Combined with Brilla Media's Nuestro Media network, brand sponsors can secure audiences effectively across digital, CTV, and other platforms, positioning Minivela as a significant player in the evolving landscape of bilingual digital entertainment.