NPR tapped Miami-based marketing executive Emma Carrasco as its new head marketer and named PBS executive Loren Mayor as senior vice president of strategy, the public radio network said Thursday.
Carrasco (left), who currently serves as executive vice president of the creative agency Republica, will begin on Dec. 3. Mayor, the vice president of strategy at PBS, will assume her position Dec. 10.
The hires mark CEO Gary Knell's first major shakeup of NPR's top ranks since he began his job 10 months ago.
“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,” Knell said a statement.
Carrasco has spent 30 years in the advertising and marketing world, beginning her career at Fleishman Hillard in Los Angeles and New York, where she created corporate responsibility and media relations campaigns. She previously served in high ranking roles at Univision and McDonald's Corporation, where she led Latino and African-American consumer outreach initiatives.
But she also has some public broadcasting experience. She sits on the board of WPBT-Channel 2, a South Florida-based PBS station.
“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,” Carrasco said in a statement.
Mayor joins NPR directly from the public broadcasting sphere, where she began in 2008 at PBS. Prior to that, she was the vice president of media strategies and technologies at the Corporation for Public Broadcasting, the major funding source for PBS and NPR.
Previously, she spent three years as a management consultant for McKinsey & Company, working with clients in the non-profit and media sectors.