November 1, 2012
Danielle Deabler, NPR
EMMA CARRASCO CHIEF MARKETING OFFICER
AND LOREN MAYOR SVP OF STRATEGY
Loren Mayor becomes NPR's SVP of Strategy on December 10. In addition to spearheading strategic planning she will help lead corporate business development. She is the Vice President of Strategy and Ventures at PBS, where she has served since 2008.
The appointments of Mayor and Carrasco are the most recent in Knell's reorganization of NPR's executive ranks, ten months into his tenure as CEO.
Carrasco is a marketing, branding and communications executive with 30 years of experience that span advertising, branding, digital, promotions, communications and media for major brands. In this newly created role, she will develop and lead the implementation of a robust, cross-cutting marketing strategy to expand the visibility of NPR and public radio, and to grow audience and revenue.
"Emma has the experience and perspective to build on our strong brand and reputation and to connect NPR and our Member Stations to people who want a civil and impartial approach to news," said Knell. "Though our listening audience is larger than the circulation of the nation's top 54 newspapers combined, we still can reach far more Americans in every corner of our country with robust marketing and outreach programs that promote our award-winning radio and digital content."
"I've been an avid supporter of public broadcasting for many years, and I am thrilled to bring my personal passion and professional experience together at NPR," said Carrasco, who added that "NPR and its Member stations have a great opportunity to become a part of the daily media diet of a generation of young and diverse listeners, and I'm especially excited to be a part of that endeavor."
Carrasco's career is bracketed by agency experience, beginning at Fleishman Hillard in Los Angeles and New York, where she created corporate responsibility and media relations campaigns, and most recently as Executive Vice President at Republica, a strategic and creative agency based in Miami, where she worked with an array of major national and international brands to grow their market share and revenue. She has also served in executive roles for major brands including Univision, where she helped usher in a new era of Spanish-language television programming; and at McDonald's Corporation, where she led communications campaigns to grow the Hispanic and African-American consumer base; and Nortel Networks where she led the company's global branding and advertising. Carrasco sits on the Board of Directors of WPBT-Channel 2, the PBS station of South Florida.
Incoming Senior Vice President of Strategy Loren Mayor joins NPR from PBS where she has served since 2008, most recently as Vice President of Strategy and Ventures. There she led long-term and annual strategic planning, media strategy, and corporate partnerships. She also managed major revenue initiatives, served as liaison to Board committees, and oversaw licensing and sponsorship programs. Prior to joining PBS, Mayor was employed by The Corporation for Public Broadcasting (CPB) for five years, rising to the position of Vice President of Media Strategies and Technologies. She consulted for three years for McKinsey & Company, working primarily with clients in the non-profit and media sectors. She has a PhD from Northwestern University, where she also served as a visiting assistant professor.
These executive appointments come at a time when NPR is redefining radio by expanding its reach and audience on digital platforms, investing in local journalism and diversity, including most recently a major project on race, ethnicity and culture. NPR programming is heard by 26 million radio listeners; 19 million visitors experience NPR on the web and via mobile devices. NPR programming is broadcast by 975 independent, locally managed public radio stations that serve virtually every community in the country.
Headshot of Emma Carrasco: Downloadable high-res photo of Emma Carrasco
(No photo credit required)
Headshot of Loren Mayor: Downloadable high-res photo of Loren Mayor
(Credit: Courtesy of PBS)