Javier García joins Comcast as VP and general manager of Multicultural Services

Javier García will join Comcast Cable as VP and general manager, Multicultural Services. García will report to Marcien Jenckes, EVP of Consumer Services for Comcast Cable and be responsible for directing, designing and implementing Comcast’s multicultural services strategy across all Xfinity products. In this role, he will drive the long-term product vision and strategy and collaborate with various Comcast divisions, regions and business unit partners to develop competitive pricing, positioning and marketing strategies. “Our customer base is becoming more diverse every day and multicultural services is a very important part of our overall brand strategy. Multicultural audiences have taken the lead in social media usage and mobile technology adoption rates so Javier’s digital experience makes him the perfect choice to lead our team. His proven track record serving the U.S. Hispanic and Latin American markets will help ensure we continue to deliver compelling products and bring dynamic multicultural content to Xfinity customers, wherever and whenever they want it,” said Jenckes.García joins Comcast from Yahoo! where he was the general manager of its U.S. Hispanic business and led monetization, partnerships and operations for the company’s premium media, programmatic, and native advertising businesses.