KXAS-KXTX Names Bernadette Valles VP of Brand & Strategic Marketing

Bernadette Valles
(Image credit: NBCU)

Bernadette Valles was named VP of brand and strategic marketing at KXAS-KXTX, NBCUniversal Local’s stations in the Dallas-Fort Worth market.

Edwin Mendes was promoted to marketing director for both stations.

Valles had been director of operations for Univision’s KUVN-KSTR Dallas.

She will report to Tony Canales, general manager of NBC station KXAS and Telemundo station KXTX.

“We’re excited to welcome Bernadette to our team and expand Edwin’s role in a purposeful effort to best leverage the synergies of both NBC 5 and Telemundo 39,” Canales said. “Our stations are uniquely positioned to best serve our North Texas community in two languages and across multiple platforms. Bernadette and Edwin will play a pivotal role in helping us amplify our unique advantages through innovative and creative marketing campaigns.” 

Valles began her career at Audience Research & Development in Dallas. She joined KSAT San Antonio as a promotion producer and moved to KTXA before joining Univision.

Mendez has been director of marketing for KXTX since 2018.

Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.