iHeartMedia Philadelphia has named Lizette Alicea vice president of sales for Rumba 106.1.

In the role, Alicea will be responsible for overseeing the sales team, including sales growth and strategic partnerships, and report to Chris Squire, senior vice president of sales for iHeartMedia Philadelphia.

“Adding an experienced leader to the Rumba 106.1 team was our #1 priority and I am thrilled to add Lizette Alicea to our growing team,” said Squire in a statement.

“Lizette knows Philadelphia and she’s a strong and dynamic leader. Her management style will be a great fit here at iHeartMedia Philly,” he added. 

Alicea is a seasoned professional who joins Rumba 106.1 from Univision Communications, where she was most recently the Local Sales Manager. She also previously served as the Local Sales Market Leader at Univision, where she was a team leader and top account executive. 

This new role marks Alicea’s return to iHeartMedia, as she served as an Integrated Media Sale Executive in New York City from 2007 to 2011. 

“I am thrilled to be back at iHeartMedia,” said Alicea in a press release. “Rumba will entertain while creating opportunities that empower, unite and invigorate the Hispanic community as well as offer marketing strategies that will hit the mark. I am honored and humbled to work alongside a talented group of great people.” 

Rumba 106.1, which bills itself as “#1 Para Reggaeton y Variedad en Philadelphia” (#1 for Reggaeton and Variety in Philadelphia) debuted on March 11, and is the city’s newest station dedicated to ingratiating Philly’s Latino community through music. 

Jeff Moore, marketing president for iHeartMedia Philadelphia, noted how Alicea will play a key role in that endeavor.

“The success of Rumba 106.1 will depend on our commitment and connection to the vibrant and growing Latino community in Philadelphia,” he said. “In Lizette, we found a proven, dynamic professional with media expertise and, most importantly, experience working with Philadelphia’s diverse Latino population in an authentic and caring way.”

“As we continue to grow this team, Lizette will seek to find the kind of account executives that know how to connect our amazing business community with the rapidly growing Latino audience,” he added. 

iHeartMedia is one of the leading media outlets in the Philly market with its strong cross-platform presence in both broadcast and digital channels.