Claudia Puig

Claudia Puig is a distinguished national broadcast executive with over three decades of experience in the U.S. Hispanic media market. A visionary leader and advocate for Hispanic representation, she has played a pivotal role in expanding Spanish-language radio and television in the United States. Her journey—marked by resilience, innovation, and a commitment to community empowerment—reflects her dedication to shaping the Hispanic media landscape.

Born in Havana, Cuba, Puig hails from a family with deep political and cultural ties. Her great-grandfather, Senator José Manuel Cortina, was a prominent figure in Cuban history, contributing to the nation's 1940 Constitution. Her father, Manuel Puig, was an Olympic rower who represented Cuba in the 1948 London Games. She fondly refers to her Spanish heritage as La Madre Patria, recognizing the strong familial ties linking her to both Cuba and Spain.

Her childhood, once filled with comfort and love, was abruptly disrupted by political turmoil. As the Cuban Revolution unfolded, her parents recognized the dangers of Fidel Castro’s regime and joined the underground resistance. Her father participated in a daring infiltration mission during the Bay of Pigs operation, while her mother supported him in their efforts. Tragically, both were captured and subjected to a harsh trial. Her father was executed by a firing squad—an event that profoundly shaped Puig’s understanding of human rights and political repression. At just six years old, she endured the devastating loss of her father, while her mother served nearly a year in prison before the family finally fled Cuba.

As newcomers to the United States, Puig’s mother pursued higher education while raising her four children. Inspired by her experiences, she built a career in psychology, eventually becoming a professor at Miami Dade College. Puig, the eldest sibling, took on responsibilities early, caring for her younger siblings while navigating her own education. She attended Our Lady of Lourdes Academy, followed by studies at Miami Dade College and Florida International University.

Puig entered the business world through AT&T BellSouth, where she excelled in advertising sales, earning the coveted Elite Club status. Her ability to forge strong client relationships propelled her into media sales, leading her to Spanish-language radio. She transitioned to Spanish Broadcasting System (SBS), owned by Raúl Alarcón Sr., where she rose from a local sales role to National Sales Manager and Vice President of Network Sales. Recognizing the untapped potential of Hispanic media, she joined Univision Radio—formerly Hispanic Broadcasting Corporation (HBC)—as General Manager of its Miami radio properties. Her leadership led to a promotion to Senior Vice President and East-Coast Regional Manager, overseeing eight major Univision radio stations in Miami, Puerto Rico, and New York. Eventually, she became President/General Manager for the South Florida market, managing two television stations and four radio stations while overseeing operations, content development, and financial strategy.

Throughout her career, Puig championed the effectiveness of reaching Hispanics in culture and in language to drive engagement. Many advertisers initially believed they could reach Hispanic audiences through general market campaigns. She worked tirelessly to demonstrate the importance of Spanish-language media in connecting with Hispanic communities, expanding the market, and ensuring advertisers embraced its unique value.

Puig’s influence extended beyond broadcasting into civic leadership. As a 16-year Trustee and Chairwoman of the Board of Trustees at Florida International University, she focused on increasing Hispanic graduation rates and strengthening educational programs. She also served on the Board of The Corporation for Public Broadcasting and took an active role in community initiatives. In addition, she became the first Hispanic woman to serve as Chair of the Florida Association of Broadcasters and the first Hispanic Vice-Regent for Florida in the Mount Vernon Ladies' Association. Her dedication earned her numerous awards and recognitions, underscoring her commitment to Hispanic empowerment.

Among her most rewarding experiences was witnessing the growth of Hispanic businesses that invested in media advertising. Clients such as Sedanos and León Medical Centers began as small enterprises and flourished under effective marketing strategies. She also played a key role in educating, informing, and engaging the Hispanic community through radio and television, emphasizing civic involvement and cultural representation.

Puig has always believed in the power of audio media. She views radio as an intimate, one-on-one experience that fosters connection and companionship—a sentiment that remains relevant despite technological advances. As Hispanic media continues to evolve, Puig’s leadership and pioneering spirit stand as a testament to the impact of strategic innovation and cultural representation.

Her journey—from a child who endured profound loss to a leading figure in Hispanic media—illustrates resilience, vision, and an unwavering commitment to her community. Through business, media, and civic engagement, Claudia Puig has helped shape the landscape of Hispanic broadcasting, ensuring its presence as a vital force in American media.