Boston Globe Media (BGM) announced the appointment of Peggy Byrd to the role of Chief Marketing Officer, a newly envisioned position on the organization’s executive leadership team. As CMO, Peggy will lead the marketing, audience engagement, and customer service functions for all of Boston Globe Media Partners and will spearhead the design and execution of key initiatives to strengthen the organization’s family of brands.
Byrd is an established media and marketing executive with a successful track record of creating high-impact, award-winning campaigns for general market and multicultural media and consumer brands. Before launching her consultancy practice (Byrdsnest Consulting), Byrd served as SVP, Multicultural Strategy at iHeartMedia and Entertainment (IHM) where she stewarded brand partnerships for syndicated audio/digital shows such as The Steve Harvey Morning Show and The Breakfast Club. Prior to IHM, Bryd led public service media partnerships at The Advertising Council.
Byrd developed unique experience and expertise in integrated marketing, consumer insights and audience development experience while holding leadership positions at several marquee media brands. She joined TV One/One Solution in 2008 where she led the launch of the company’s cross-platform marketing strategy and worked at Condé Nast Bridal Media (CNBM) where she was Associate Publisher of Marketing for Brides, Modern Bride and Elegant Bride magazines and brides.com. Prior to those roles, she served as Executive Director of Marketing and Creative Services for ESSENCE Magazine at Time Inc., where she led brand and ad sales marketing disciplines of merchandising, special events, strategic planning and creative services. Additionally, Peggy was responsible for consumer promotions for its flagship event, the ESSENCE Music Festival.
“Peggy is a highly experienced leader and innovator and I am thrilled to welcome her to our executive team,” said Linda Henry, Managing Director of Boston Globe Media. “She has a clear vision for the future of marketing services and her passion and depth of experience in media will guide our strategy and reflect the direction of our organization’s growth as we continue to expand, transform and optimize our business. We are excited to have a strategic marketing leader to focus on growing our brands, connecting our award-winning content to our audiences, and finding new ways of engaging with the communities we serve.”
Byrd’s appointment comes during a time of significant growth for the organization as the Globe crosses a threshold of over 223k digital subscribers, an 11-year high of more than 350k total subscribers, and seeks to build upon its expansion into regional and national markets by investing in its multiple Boston-based newsrooms and doubling the size of its Rhode Island bureau in 2021.
“We are at a transformative moment in the media industry,” said Byrd. “Marketers need to focus not just on reaching more targeted audiences, we need to invite our community in and build trust with our readers. The mission of local public journalism could not be more important, and I have ambitious goals to develop our branding and outreach to activate stronger relationships within the communities we serve in order to drive organic business evolution. With the company on a path for accelerated growth, I’m incredibly excited to join Boston Globe Media to continue to build on its many successes.”
Byrd will assume the role of CMO effective October 28th.