Sun-Star announces new advertising director

The Merced Sun-Star will welcome a new advertising director Monday.

Rob Peres, who has more than 14 years of advertising experience, will take over the position, Ken Riddick, publisher of The Modesto Bee and the Sun-Star, announced Monday in a staff meeting.

Most recently, Peres, 52, served as the Modesto newspaper’s classified advertising sales manager since 2011. At the Bee, Peres led and directed a sales team and managed several digital platforms, including Cars.com, Homefinder and Career Builder.

Peres said he is excited for the new challenge and hopes to quickly catch up with the marketing needs of local businesses and nonprofits.

“I’d really like to get to know the team here, and then try to identify what the advertisers’ needs are,” Peres said.

“There are a lot of digital programs (for advertising) out there, but that doesn’t matter until we understand what the customers’ needs are,” he added. “How can we come in and partner with them?”

Peres has worked in almost all business areas of newspapers: He moved up the ranks in circulation, has worked to boost copy sales and consulted with small businesses and large advertisers. He has been part of newspapers and Internet startups in Berkeley, Sonora and Oregon.

Peres’ legacy in the industry goes back to his grandfather, who was a newspaper printer in Sacramento. The new head of advertising said he has great faith in the future of newspapers and their digital transformation.

His career move, he said, was in part inspired by the dynamics of the local community. “I love the foundation of the traditional family but also the opportunity to work with UC Merced, which gives the community new energy.”

Riddick, who succeeded Valerie Bender as publisher of the Sun-Star last summer, said he is thrilled to have someone with Peres’ experience and client focus leading the publication’s sales team.

“He has proved his value with customers, helping them navigate an ever-complicated marketing landscape,” Riddick said. “His expertise with digital marketing and his strong leadership experiences continue to help the Sun-Star build on its strong reputation in the market.”

Peres lives in Ceres. He has five children.

This story was originally published January 11, 2016 at 3:59 PM with the headline "Sun-Star announces new advertising director."