Paramount hires ex-Netflix, ViX exec Rodrigo Mazón to lead D2C operations in Lat Am, Canada

Former ViX and Netflix executive Rodrigo Mazón has been named as Paramount’s new head of direct-to-consumer for Latin America and Canada.

Rodrigo Mazón

Based in LA, Mazón will report directly to Paramount streaming chief Cindy Holland and lead all initiatives, operations, strategy and programming in Lat Am and Canada for Paramount+ and FAST platform Pluto TV, with a focus on “execution, market development and alignment with platform goals.” 

José Calderoni, who is currently Paramount’s senior VP of streaming for Latin America, will report to Mazón and focus on day-to-day operations in Latin America for Paramount+ and Pluto TV.

The company said Latin America and Canada are “uniquely positioned for growth” in streaming, adding that “market-specific leadership” in its direct-to-consumer business is “critical” as it continues to invest and grow globally. It added that Mazón will be aligned with Paramount+’s international general manager Marco Nobili and Pluto TV’s international general manager Olivier Jollet.

Mazón joins Paramount after leaving his role as chief content officer of TelevisaUnivision-backed ViX in May 2024. Prior to that, he served as Netflix’s VP of content for Latin America, during which time he overlapped with Holland for roughly five years, and before that as director of acquisitions at Hulu.

It is not immediately clear how Mazón’s appointment will impact Paramount+’s operations in Canada, where its strategy shifted on several occasions under the previous corporate leadership. Initially, in 2023, Paramount+ revealed a multi-title Canadian development slate but later cut most of the slate along with its head of original Canadian programming.

Since then, it has signalled an intention to get involved in original productions in a more measured way, commissioning a local version of MTV’s reality franchise Jersey Shore and co-commissioning the comedic miniseries Hate the Player: The Ben Johnson Story with network GameTV.