Lia Silkworth Tapestry Starcom MediaVest Group
Recipient of Media Executive Award
EVP, Managing Director
Tapestry, Starcom MediaVest Group
A seasoned media expert with a passion for excellence, Silkworth has been part of the Starcom MediaVest Group family for more than 15 years, holding positions in the U.S. as well as abroad. In 1999, Lia spent two years managing Starcom’s Caribbean media operations, where she helped dramatically elevate the agency’s ranking with a combination of hard-fought new business wins and driving organic growth. She has led strategic planning and investment duties for clients including Miller Brewing Company, Hallmark, Kellogg’s, McDonald’s, AOL, Proctor & Gamble, Disney Parks & Resorts, Disney Studios and General Motors. While working on General Motors, Lia transformed the client’s approach to multicultural markets across its eight vehicle divisions and more than twenty active brands.
In her new position as Executive Vice President, Managing Director at Tapestry, Lia leads 80+ human experience experts in today’s increasingly competitive multicultural space. In addition to being the largest multicultural media company in the United States, Tapestry is also known for investing in the most proprietary studies to advance deep consumer understanding of the dynamic U.S. multicultural consumer.
A vetted pro at delivering Total Market solutions, Lia made her most recent mark by empowering Univision to broker the first deal of all networks during the 11/12 Upfront season. This groundbreaking deal reinforced Tapestry’s ability to recognize the importance of creating meaningful human experiences with all audiences, specifically Latinos. Lia also led the development of several first-ever marketplace branded entertainment opportunities in high profile programming including Premio lo Nuestro, Premio Juventud, Univision’s first produced novela Eva Luna, and two TBS micro-series, My Manny and Gillian in Georgia.
A sought-after speaker, Lia has served as an industry panelist for organizations such as the Cable Television Advertising Bureau (CAB), the Media Research Club of Chicago, and NAA/NASA Automotive Symposium, in addition to serving as a guest lecturer at universities such as the University of Texas at Austin and the University of Puerto Rico.
Lia is the daughter of Cuban immigrants and fluent in English and Spanish. She graduated as a proud Longhorn from the University of Texas, earning a Bachelor of Science in advertising. But her real passion? That’s easy – it’s cooking up authentic Latin flavors and spending time with her family: her husband, Chris, daughter, Sofia and son, Jacob.