US Broadcasting Board of Governors,
International Broadcasting Bureau,
Washington, DC (2002 – 2018)
Director of Marketing – Office of Strategy & Development (2007 – 2018)
This senior leadership position led content distribution to more than 2500 affiliated broadcast and digital outlets, transmitting news and information on behalf of the five brands of US International Media: Voice of America, Radio Free Europe/Radio Liberty, Radio Free Asia, Radio-TV Marti, and the Middle East Broadcasting Network.
The unit developed a strategy and executed on advertising and promotions designed to grow and engage targeted audiences in Africa, Asia, Europe, and South America, reaching a record 275 million people worldwide in 2017. More than 60 percent of the total audience and nearly all the growth came from content the team placed across all platforms. That success continues today.
The multi-faceted team included research, advertising, and worldwide content distribution across more than 50 languages and more than 2500 affiliated outlets. Using continuous research (contracted with Gallup, Webtrends, Comscore, and Adobe), developed a strategy that guided news content creation and promotion to reach record audiences: more than 275 million weekly in 2017. I was awarded the agency’s “Gold Medal” for that achievement and was the recipient of “Excellence” awards multiple times during my tenure.
- Set goals and tactics for audience growth using a variety of research – Lexis-Nexis (through opensource.gov), Gallup, ComScore, in-house. Helped shape that research before it went to the field.
- Coordinated with content creators to make and place resonant news and information material across all appropriate platforms to more than 2500 affiliates across Africa, Asia, South America, and Europe.
- With local staff, maintained those culturally diverse affiliate relationships through personal contact, social activities, and workshops to train personnel.
- Distilled these overseas placement trips, trade shows, and field activities into briefings used by colleagues and superiors, including the agency’s board.
- Assured that the ethical touchstone for VOA’s journalists, the VOA Charter was violated neither by our placement activities nor the affiliates.
- Pitched topics of interest by affiliates and potential affiliates back to the newsroom for consideration.
- Led multiple transitions by VOA language services through the delivery of content by shortwave, to broadcast (FM and TV), and to placement on digital platforms (Online, OTT Television, Mobile.) Placements accounted for 60 percent of the total audience, and nearly all the growth, 2012-2018.
Operations Director (2002 – 2007)
Coordinated with VOA management on content creation and marketing, developing operational strategy for VOA’s Russian Service radio and TV transition to 100% web and mobile platforms. Developed strategy and executed a plan for retooling VOA’s English service to Africa, bringing new and younger audiences to the brand across the 19 English-speaking African nations.
Metro Networks, Detroit MI (1988-2000)
Vice President, Regional Operations (1994-2000)
Director of Operations, Detroit, (1988-1994)
Metro Networks was the largest provider of local information to the broadcast industry. I anchored traffic reports on as many as ten radio and television stations in Detroit, as many as 20 reports per hour while local operations Director. As a Regional Vice President, I led teams providing news, traffic, and sports content to more than 150 radio and television stations in eight major markets.
As a Regional VP at Metro, I led the company’s push in my region to expand beyond traffic reports, to providing news, sports, and weather to affiliated radio and television stations as well, hiring staff and technical personnel to start these operations. Metro provided news helicopters to affiliated stations, allowing them airborne coverage at little, if any, cash cost to them.
The teams also launched “Metro Source,” a cost-effective alternative to traditional wire services for broadcasters, delivered by satellite and Internet. I received “Excellence Awards” five times during my tenure here, 1991-1999. The region for which I led operations consistently outperformed goals and was one of the company’s most profitable until the company merged into Westwood One in 1999.
Sinclair Communications (1972-1988)
News and Operations Manager, WNIS-AM, Norfolk, VA (1979-1988)
News Director, WHNE-AM, Norfolk, VA (1977-1979)
News Director, WAAM-AM, Ann Arbor, MI (1972-1976)
Established the news department and orchestrated the on-air team of reporters and talk hosts at WNIS – the first News/Talk station in Virginia.
I led that team to top honors from the Virginia Associated Press Broadcasters in its first year: “Outstanding News Operation in Virginia.”
Set the editorial tone and coordinated the daily coverage plan. Throughout my tenure here, I anchored news blocks (including combo/board operations) in all dayparts – morning, mid-day, evening drive. I covered (or coordinated coverage) of breaking local news stories, and local reaction/impact of national and international events. Station was honored by the Virginia Associated Press as “Outstanding News Operation in Virginia” in its first year.
I managed and handled HR issues for on-air staff, filled in as necessary to host call-in talk and newsmaker interview programs and assisted with the station’s compliance and license renewal applications. I both produced and supervised the production of feature reports, including a series on the plight of institutionalized mental health patients in Virginia too quickly released during a time of reduced funding. The finished series reported by Cheryle Walters received a Virginia AP Broadcasters’ award for “Outstanding Feature.”
Before WNIS, I served as News Director at the Sinclair country music property in Norfolk, and its pop music station in Ann Arbor, Michigan.
Director of Affiliate Relations, i.e. America Radio Network/Detroit (2001-2002):
Halted this small talk radio network’s affiliate decline and created marketing materials to promote the network and its hosts to prospective affiliates. Negotiated agreement with a major content provider to produce customized hourly newscasts.
Volunteer, Virginia Beach United Methodist Church, Virginia Beach, VA: I am involved with technical operations (switcher, camera operator, graphics operator) for this church’s weekly live streaming video broadcast of its Sunday services.
Volunteer, WHRO Public Media, Norfolk, VA: I volunteer as a member of the “WHRO Voice” team, reading for blind and visually impaired individuals via the station’s subcarrier.
I am currently building a portfolio of stock video and still content.
I write an occasional blog (www.girlsingers.org) reviewing jazz vocalists.
I still hope to write a Great American Novel.
Eastern Michigan University, Ypsilanti, MI (Speech/Communications)
Old Dominion University, Norfolk, VA (Marketing, Management, Ethics in Journalism)
“Managing Change,” US Office of Personnel Management Executive Development
Microsoft Office Suite – Word, Excel, PowerPoint, Outlook
Adobe Creative Cloud – Audition, Photoshop, Premiere Pro