Si TV
We Built a Community.
Then We Put Them on TV.
Role: Executive Producer of Digital Media
The network's digital presence was failing. The site had technical issues, lacked a clear voice, and had no means to connect with its audience. I rebuilt it from the ground up, hiring and leading a team to create Sí TV’s digital brand, including a new website and the launch of its social media.
We connected online audiences directly to the on-air experience through interactive casting for TV shows, audience participation features, and a social-driven video format that increased demand for the network.
Our citizen journalism project Crash the Parties won a CableFax Award and sent two online contestants to the national political conventions during a presidential election year.
Results
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Organic Traffic
Garnered highest organic traffic in company history within six months of re-launching the site.
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100k+ Followers
Grew social media following from zero to 100K organically with no paid media spend. Facebook became the number one driver of site traffic.
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Award-Winning
Crash the Parties 2008 Won a CableFax Best of Web Award and was nominated for a Webby.
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100s of Submissions
Model Latina's online casting drew hundreds of submissions across all three seasons, and several audience-selected contestants appeared on the show.
Strategy &
Leadership
Established editorial strategy, brand voice, and content standards
Managed the site rebuild entirely in-house
Hired and trained the digital team including managing editor, bloggers, video and developers, establishing best practices that elevated the quality of content across platforms
Recruited and partnered with the creative director, a trusted collaborator, to lead the site rebrand
Social Media
Facebook became the number one source of traffic to the site. Initiated a partnership with Fox leveraging syndicated shows to increase followers and engagement with the network across platforms.
Got a question for Codie & Christine? Ask Sunday (10/18) after the Model Latina finale & watch exclusive video on 10/21 to see their answers!
@sitv • 20 minutes ago
@SiTVModelLatina LOVE the show. I so think Codie will win
@sallyferreira • 3 minutes ago
Can't wait for @SiTvModelLatina today...Finale babyy!! #GoTeamCodie !!! =)
@CGD_Crispytaco • 7 minutes ago
Model Latina
Role: Cross-Platform Producer, Content Strategist, Editorial Director
Led online casting initiatives, community voting, and interactive audience features across digital and broadcast platforms.
Developed an innovative video interview format that sourced audience questions from Twitter for a live segment with the show’s winner, which became the most-viewed video on the site that year.
C*H*R*I*S*T*I*N*E
come on, look at this picture.
Team Christine
SUBMITTED BY ISAAC on JUN 2
Of course Christine!!!!
You go girl, you know you’re the best
SUBMITTED BY CARLA on MAY 28
Well I really felt that christine deserves the to get called in the top 2 because she did a really good job… but I feel like codie is more into it.
SUBMITTED BY SANDA on MAY 28
I bought people en Espanol & saw Christine in it she looks great.
SUBMITTED BY JEFF on MAY 27
Crash the Parties
Role: Multi-platform Producer, Content Strategist, Editorial Director
Led the digital and interactive components of Crash the Parties, a civic engagement campaign with Voto Latino that sent two participants to national political conventions.
Oversaw the online experience, which generated 120 submissions and 37,000 votes.
The initiative received coverage from CNN, MSNBC, and the San Francisco Chronicle. Participant Wendy Carrillo later became a California State Assemblywoman, and in 2026 is running for state senate!
Platform, Content & Editorial
Pivoted the site strategy from profiles to show pages, building sub-brands around programming. Introduced interactive features to engage audience.
Before
After
