Manny Ruiz Appointed CEO of Minivela to Lead Expansion in Hispanic Vertical Shorts Market

Minivela, the first bilingual vertical shorts platform serving the U.S. Hispanic and Latin American markets, has appointed media industry veteran Manny Ruiz as Chief Executive Officer. Ruiz, who previously served as Minivela's Chief Content Officer and co-founded Brilla Media, 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 leadership change comes at a critical expansion phase 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. Angela Sustaita-Ruiz, CEO of Brilla Media, Minivela's parent company, emphasized that "our recent partnership with Nueva Network, and evolving distribution and content slate, require Manny's innovative leadership, and focus."

Ruiz brings 25 years of media experience to the role, having previously founded, led, and later sold Hispanic PR Wire and Hispanicize. His appointment signals Minivela's ambitious plans to scale operations and build partnerships across the industry. "This second stage of Minivela is all about scaling and building partnerships across producers—and even competitors—who need the content, production, and/or adtech capabilities we're developing for ourselves and others," Ruiz stated.

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. The platform has distinguished itself through unique vertical drama formats that combine the emotional storytelling of telenovelas with the viral engagement of short-form digital media. These vertical shorts blend entertainment with social connection, resonating deeply with young, multicultural viewers.

The company's expansion strategy includes working with various platforms through its collaborative approach. "This is the first company I've built that is made to work with everybody, and that's both fascinating and liberating for Minivela," Ruiz explained. "We're going to impact a lot of creative careers, brands, and businesses."

Minivela's content is accessible free on all social media platforms, including Instagram, YouTube, and TikTok @MinivelaTV, as well as through adtech conglomerate Numatec's distribution partnerships. The platform represents a significant development in digital media targeting the growing U.S. Hispanic and Latin American markets, offering brands effective audience reach across digital, CTV, and other platforms through combined distribution with Brilla Media's Nuestro Media network.