Jeff Mayo MItu

Latino digital media company also taps theAudience's Daniel Batista and Live Nation's Cesar Martinez

Latino multichannel network MiTú named Jeff Mayo, formerly VP of sales and advertising operations at Machinima, as senior VP of business and revenue operations.

In addition, MiTú announced two other hires: Daniel Batista, previously head of strategic planning at social-media publisher theAudience, as VP, head of strategic partnerships and business development; and Cesar Martinez, formerly Live Nation VP of multicultural sales, as VP of sales and branded entertainment. All three execs report to MiTú chief revenue officer Charlie Echeverry.

The executive additions come as MiTu raised $10 million in funding, led by Upfront Ventures, one of the original investors in Maker Studios. Other investors include the Chernin Group; Allen DeBevoise, chairman and co-founder of Machinima; Advancit Capital, a VC firm founded by Shari Redstone and Jason Ostheimer; Code Advisers’ Quincy Smith; and Juan Cristóbal Ferrer of Ferrer Comunicación in Mexico.

“Each of the new team join MiTú at a meaningful time in our brand’s growth, both in the U.S. and abroad,” said MiTu CEO Roy Burstin in a statement. “Our ability to expand our original and partner offerings in the Latino digital entertainment space is based on our ability to build brand and content loyalty via strategic global alliances and smart, integrated and branded content executions, they will help ensure that we get there.”

Mayo, prior to his two-year stint at Machinima, held senior positions at LinkedIn, Google and YouTube. Batista worked at Universal Pictures Intl., Paramount Pictures and Warner Bros. Prior to Live Nation, Martinez was director of business development at Terra Networks, a Web portal for U.S. Hispanics.

MiTú launched in the second quarter of 2012 and now has nearly 40 million global subscribers on YouTube and more than 360 million global monthly views, according to YouTube figures.

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