MIAMI, USA // Barbara Ruiz is Senior Vice President of Programming Strategy at TelevisaUnivision, where she leads programming strategy and scheduling across the company’s U.S. broadcast and cable portfolio, including Univision, UniMás, and Galavisión. In this role, she oversees the development and execution of content strategies that drive audience growth, maximize ratings performance, and strengthen the company’s position as the leading Spanish-language media organization in the United States. With nearly 25 years of experience in the media industry, Ruiz has built a career at the intersection of programming, content strategy, acquisitions, scheduling, and audience engagement. She is responsible for long- and short-term programming planning across entertainment, news, and sports, while helping shape cross-platform content strategies that optimize the value and reach of TelevisaUnivision’s extensive content portfolio across linear television and streaming.

Prior to joining TelevisaUnivision, Ruiz held leadership positions at Telemundo, where she worked across promotions, programming, and content acquisitions. Throughout her career, she has played a key role in launching networks, introducing major franchises to Hispanic audiences, and developing innovative programming strategies that strengthen viewer loyalty and drive business results. Her experience spans scripted and unscripted entertainment, live sports, news programming, tentpole events, and content acquisitions, giving her a uniquely comprehensive perspective on the evolving media landscape. Throughout her career, Ruiz has worked closely with creative, marketing, and promotional teams to develop audience-focused content strategies, launch major franchises, and create impactful viewer experiences that drive engagement across platforms.

A passionate advocate for audience-first programming, Ruiz is known for combining strategic vision with data-driven decision-making to deliver impactful results in an increasingly competitive media environment. She works closely with creative, research, marketing, sales, and distribution teams across the United States and Latin America to ensure content strategies align with both business objectives and audience needs. Ruiz earned her degree from Florida International University and remains actively involved in community initiatives focused on supporting children and empowering women through mentorship and leadership development.

She lives in Miami with her husband and their two children.