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Entravision Promotes Melendez and Lyke

Both were given new EVP titles

Eddie Melendez

Spanish-language media company Entravision Communications Corp. has elevated two executives to the position of executive vice president.

Eddie Melendez has been promoted to executive vice president of the Western Region. He will be responsible for overseeing the TV, radio and digital sales operations for all of the company’s eight California markets, including: San Diego, El Centro, Palm Springs, Los Angeles, Monterey-Salinas, Sacramento, Stockton and Santa Barbara. Melendez has over 20 years of Spanish-language broadcast industry experience and specializes in multicultural marketing in the U.S. Prior to this promotion, Melendez served as EVP of national integrated marketing solutions since February 2013, and vice president of national sales of television and radio from January 2007.

James Lyke was named EVP of national integrated marketing solutions, filling Melendez’ void. His responsibilities will include overseeing national sales for 58 TV and 49 radio stations. He will also manage the company’s new business development team. Prior to this appointment, Lyke was vice president of network and spot sales in Chicago, He is a 19-year veteran of the Latino media industry.

Lyke and Melendez will report to Entravision Chief Revenue Officer Mario M. Carrera and will work together to provide advertisers and marketers with a comprehensive multimedia platform to reach Latino audiences and communities.