Reactrix Systems, Inc., a leading interactive media company, today
announced the appointment of Lauren de la Fuente as Vice President of
Brand Solutions and Marketing. A seasoned veteran of the media business,
de la Fuente brings over 20 years of marketing, strategic development
and new product launch expertise to Reactrix. Her experience working
with some of the world’s most internationally
recognized and celebrated young adult brands including Nike, MTV and Sci
Fi Channel will be invaluable in the continued growth of the Reactrix
Media Network.
“Lauren’s vast
experience in launching global brands, forging lasting and influential
strategic alliances, creating innovative branded programming and
award-winning creative campaigns will be instrumental in her current
role as Vice President of Brand Solutions and Marketing,”
said Reactrix President Sue Danaher. “She will
be responsible for marketing the company as well as helping us grow the
STEPscape™ and WAVEscape™
brands as we roll-out into more locations. She’ll
also play a key role with some of our strategic partners including
Hilton and Samsung.”
Previously, de la Fuente served as Vice President, Strategic Programming
and Marketing Solutions for G4, leading the key initiatives for the
Comcast-owned TV network, where she coined the term “Gamer
Generation.” She also developed G4’s
VOD strategy and created strategic partnerships and programming deals
with Hasbro, Pringle’s and Entertainment
Weekly.
“I have always been able to understand what
consumers want today, as well as in the future, and believe my
background will be key to the success of Reactrix’
launch of our new out-of-home media product WAVEscape™
that delivers “Wii-like”
functionality in a digital signage experience,”
said de la Fuente.
Prior to G4, de la Fuente served as Vice President, Off-Air Creative for
USA Network and Sci Fi Channel and as Vice President of Marketing at
MTV, she spearheaded all marketing, advertising, communication, branded
entertainment programming, public relations and promotional activities
for the ad and affiliate constituencies. De la Fuente also ran Creative
and Regional Marketing for Nike.
De la Fuente’s achievements in brand-building
and strategic programming have won her numerous awards including Promax,
BDA and CTAM’s Mark. She frequently speaks on
industry panels and lectures at universities. She is a graduate of the
University of Colorado, Boulder.
De la Fuente comes to Reactrix as the company is poised to make several
exciting business announcements, including the rollout of its highly
anticipated WAVEscape™ technology, which
debuted at CES 2008 and will be distributed by Hilton Hotels in the
third quarter of 2008 as well as the expansion of its successful
STEPscape™ product, which is currently
deployed in more than 186 malls and theaters in the top 30 markets and
has just signed a distribution deal with National CineMedia (NCM).
About Reactrix
Reactrix is a leading interactive out-of-home media company. Reactrix
creates highly entertaining displays that respond to the physical
movements of the audience and was created in response to both the trend
of giving the consumer more control over their media experience and the
lack of true brand interaction with current media today. The Reactrix
STEPscape Media Network delivers millions of impressions monthly in more
than 186 malls and movie theaters in the top 30 DMAs. Reactrix WAVEscape
is the newest product delivering “Wii-like”
functionality in a digital signage experience. Reactrix “A-list”
advertisers span a diverse range of leading brands including Coca-Cola,
Sony Pictures, Subway, Mars, Hilton, AT&T, Wachovia, Universal Studios,
Visa, Paramount Pictures, and eBay among many others.
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