MiTu, a Latino-focused multichannel network, has added to its executive team as it moves to integrate more cross-platform programming for its audience of millennials.

The expanded executive team includes Daniel Batista, vice president of strategic partnerships and business development; Cesar Martinez, vice president of sales and branded entertainment; and Jeff Mayo, senior vice president of business and revenue operations. They will report to Charlie Echeverry, MiTu’s chief revenue officer.

Batista joins the Culver City company from Audience, where he was head of strategic planning. Martinez was Live Nation’s vice president of multicultural sales. Mayo comes from Machinima, where he was vice president of sales and advertising operations.

“Our ability to expand our original and partner offerings in the Latino digital entertainment space is based on our ability to build brand and content loyalty via strategic global alliances and smart, integrated and branded content executions,” Chief Executive Roy Burstin said in a statement. “They will help ensure that we get there.”

MiTu, which boasts more than 40 million subscribers and 360 million monthly views, last month raised $10 million in Series B funding in a round led by Upfront Ventures.

Staff reporter Melissah Yang can be reached at Follow her on Twitter @MelissahYang for the latest in L.A. tech news.

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