We are pleased to welcome Adriana Pena Johansson as MDIF’s Revenue Expert-in-Residence, joining from August 4 through the end of the year. Working closely with MDIF’s Media Advisory Services (MAS), Adriana will provide tailored strategic guidance to our media clients and partners, helping them to strengthen their revenue models, unlock new income streams and improve commercial performance. Adriana’s stint as MAS Revenue Expert-in-Residence until the end of 2025 will help further MAS’s work of empowering sustainable media through strategic advice. Adriana brings deep expertise in media revenue growth, with a proven track record of working directly with independent media within the MDIF network as well as global experience consulting other media outlets and B2B clients across Latin America, Africa, the Middle East and Eastern Europe. Adriana has also advised and developed branded content strategies for iconic media brands and global consumer brands.
Adriana’s interventions have helped media organizations achieve tangible, lasting results. Specific examples include a 30% increase in direct sales through improved monetization strategies for one company, and a 60% rise in overall revenue by strengthening sponsorship and branded content models for another. She has helped launch branded content studios, introduced commercially effective storytelling tools and helped register significant YouTube revenue growth by aligning content strategies with audience insights. In just one year, her support helped MDIF two partners generate more than $500,000 in new revenue (each)
In her assignment as Revenue Expert-in-Residence, Adriana will work directly with MDIF clients to identify growth opportunities through market and competitor analysis. She will mentor emerging revenue teams, with a focus on optimizing pricing strategies, refining revenue roadmaps and strengthening branded storytelling. She will also guide the development of dashboards and commercial assets that support sustainable decision-making with market competitive analysis.
Adriana’s appointment strengthens our commitment to delivering practical, expert assistance to the independent media organizations we work with. Through her collaboration, we aim to deepen the commercial sustainability of our partners and help them continue to serve their audiences with reliable, relevant information.