The business of reaching diverse audiences has always required a certain amount of patience — patience with clients who are still learning to value multicultural consumers, patience with an advertising industry that tends to notice demographic shifts about a decade after the census does, and patience with the long, grinding work of building media properties that serve communities often overlooked by the mainstream.

My Code, the multicultural media and marketing company backed by private equity firm Ariel Alternatives, appears to be running low on that particular virtue.

On Tuesday, the company announced the completion of a new executive leadership team assembled by Amani Duncan, who joined as chief executive in January. Luis Romero, formerly of Canela Media, becomes chief revenue officer; Ying Miao, late of the performance marketing agency Converge, takes the chief financial officer role; and Dave LiCalzi, promoted from within, assumes the chief operating officer title he has apparently been holding informally for several months.

"It's really about the future for me," Ms. Duncan said. "These are my hires to create my executive leadership."

The appointments come as My Code, which owns a portfolio of properties including Remezcla, Impremedia, La Opinion, and HipLatina, seeks to reposition itself as something more than a collection of media brands. The company has been constructing what it calls an "intelligence center" built on a decade of audience data — a resource it plans to offer directly to clients. (Hershey, apparently, has already signed on for an early look.)

My Code has also launched an audience graph in partnership with Experian, added two podcasts to its content offerings, and pushed its Remezcla brand into streaming with a bilingual service called Remezcla Más, introduced in October. Video and connected television already represent an eight-figure portion of the company's revenue, according to Ms. Duncan, though My Code declined to elaborate on its broader financial picture.

The company's founder, Parker Morse, stepped down as chief executive this year. Ariel Alternatives acquired a majority stake in late 2023 in a transaction that valued My Code at approximately $400 million.

"We prove, campaign after campaign, measurable ROI that exceeds industry benchmarks," Ms. Duncan said.

Whether the industry is finally ready to meet her there remains, as always, the question.

Original story published in adweek.com: "My Code Names New CRO, CFO, and COO as It Pushes Deeper Into Video"