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 Brilla Media co-founder and former Hispanicize CEO Manny Ruiz as Chief Executive Officer. Ruiz, who most recently served as Minivela's Chief Content Officer, 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. This leadership transition comes at a critical juncture for the digital entertainment company as it expands its footprint across key Latin markets.

The appointment follows Minivela's recent partnership with Nueva Network, which has significantly strengthened the company's distribution capabilities, sales operations, and advertiser reach. 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. Angela Sustaita-Ruiz, CEO of Brilla Media, Minivela's parent company, emphasized that the evolving distribution and content strategy requires Ruiz's innovative leadership and focus to drive the platform forward.

Ruiz brings extensive experience to his new role, having founded, led, and later sold Hispanic PR Wire and Hispanicize during his 25-year career. He described this phase as Minivela's second stage focused on scaling and building partnerships across producers and even competitors who need the content, production, and adtech capabilities the company is developing. This collaborative approach represents a significant shift in the digital entertainment landscape, positioning Minivela as a platform designed to work with various stakeholders across the industry.

Since its founding, Minivela has distinguished itself through unique vertical drama formats that combine the emotional storytelling of telenovelas with the viral engagement of short-form digital media. The platform's vertical shorts blend entertainment with social connection, resonating deeply with young, multicultural viewers through its own ecosystem and collaborations with other platforms. The company's family-friendly digital films are accessible free on all social media platforms, including Instagram, YouTube, TikTok @MinivelaTV, and through adtech conglomerate Numatec's distribution partnerships.

The strategic expansion under Ruiz's leadership represents a significant development in the digital entertainment space, particularly for Hispanic and Latin American audiences who have been historically underserved in the vertical shorts market. By combining high-quality production with culturally resonant storytelling, Minivela is positioned to capture a growing segment of the digital entertainment landscape while creating new opportunities for creative professionals and brands seeking to connect with multicultural audiences across digital, CTV, and other platforms.