Resistance Never Works: Jennifer Rogers on Change, AI & the Hispanic Audience

Описание: What do you do when your company keeps changing CEOs, the industry swings from “big ideas” to pure programmatic and back again, and now AI is reshaping creative work?

In this episode of Lead Human, Jack Myers and Tim Spengler sit down with Jennifer Rogers, EVP of Consumer & Corporate Marketing at TelevisaUnivision, to talk about thriving through constant change and leading teams in the age of data and AI.

Jennifer shares how she’s survived five or six CEOs and multiple bosses by aligning quickly with new strategic goals instead of resisting, and why she sees change as an opportunity rather than a threat. She explains what makes the U.S. Hispanic audience a “dream” for marketers, how emotional connection and culture give TelevisaUnivision its edge, and why the industry is swinging back from cheap impressions to content, context, and real engagement.

She also tells the story of how a semester abroad in Spain unexpectedly led to a career in Spanish-language media, how she thinks about staying 16 years at one company versus moving around, the kind of leaders she wants to emulate, and her philosophy on using AI as a complement to human creativity—not a replacement. As she puts it: if the job can be done by AI, the real question is, “What’s the job it can’t?”

New episodes of Lead Human every week. In a world of machines and dashboards, the real competitive advantage is still a human one.

Chapters

00:00 Is empathetic leadership performative or real?
01:25 Balancing quarterly results with human culture
03:10 Why Lead Human exists – listening and belonging
05:08 From home studios to Acast – setting up today’s conversation
06:36 “Greetings, humans” – Lead Human show open
07:10 Introducing Jennifer Rogers & TelevisaUnivision
08:03 16 years, multiple owners – how many regimes?
09:23 Grounding question: who are you as a human?
11:22 Surviving 5–6 CEOs and bosses – thriving through change
12:55 “You don’t want us to do that anymore? Great, let’s go.”
13:39 Seeing change as opportunity, not threat
14:18 Focusing on goals and delivering for the organization
15:22 Dual role: serving advertisers and representing the Hispanic audience
16:32 Why TelevisaUnivision feels different inside
17:28 Audience as “a dream” and why people seek out the brand
18:18 Emotional connection, data, and the swing back from pure programmatic
20:12 Partnerships, Roku, and reaching the right Hispanics
20:47 “If you reach them but don’t engage them, there’s no next step.”
21:44 Financial literacy workshops & CSR in the community
23:10 Using data for content, context, and results
23:26 Reaching audiences across platforms – Vix, news, streaming
24:57 Innovating formats: 24/7 news, micro-novelas & youth focus
25:40 How a semester in Spain changed her career path
26:22 Double majoring in Spanish and finding her calling
26:44 “I never thought I’d spend my career in Spanish-language media.”
27:20 Moving from New York to Miami & feeling “at home” in the culture
28:35 Career advice: staying vs leaving after a few years
29:20 Changing roles inside a changing company
30:11 Pros and cons of deep internal knowledge
31:24 Leadership qualities she admires: clarity, priorities, humanity
32:18 Recognizing people’s lives outside work
32:56 Empowerment and openness with her teams
33:39 Strategy vs tactics – how she handles disagreement
34:03 Bringing ideas back to the North Star
35:29 Getting the market to see Hispanics as their growth engine
36:09 Making it easy for brands to say yes – the role of Studio C
37:09 Leading human in how the brand shows up to advertisers
37:22 “Video killed the radio star” – framing AI change
38:10 Generative AI, nervous designers, and saving 3 days of work
38:29 “Now you can spend time on what AI can’t do.”
38:48 Training teams to use AI smartly, not fear it
39:15 “If AI can do the job, what’s the job it can’t?”
39:31 Closing thoughts and thanks from Jack & Tim