WXXI Public Media in Rochester, NY has named Kevin Kalvitis as its first-ever Chief Marketing Officer, a newly created role designed to help reposition the organization’s business and promotional strategy following significant federal funding losses and the shutdown of the Corporation for Public Broadcasting.

The group operates news/talk WXXI-AM/FM (1370/105.9), “Classical 91.5” WXXO, adult alternative “The Route” WRUR (88.5), news/talk WXXY Buffalo (90.3), and PBS affiliate WXXI-TV.

Kalvitis, who brings more than 20 years of marketing and sales experience in the communications industry, will begin the role on Monday, Jan. 5, 2026. He will oversee WXXI’s marketing, brand, creative, and corporate sponsorship teams, unifying promotional and revenue efforts across its platforms, including radio, television, digital services, CITY Magazine, and The Little Theatre.

“As we look to optimize our business model without relying on federal funding, hiring Kevin is essential to our sustainability and future growth,” WXXI President & CEO Chris Hastings said. “His strong background in the media industry and his forward thinking makes him the right leader to help us envision a new future for public media in our community.”

Kalvitis said his focus will be on strengthening audience connections and building new partnerships that support WXXI’s public service mission. His previous experience includes leadership roles at Greenlight Networks, News10 NBC, Mason Marketing, and 13 WHAM.

The appointment comes as part of a broader corporate reorganization aimed at reshaping WXXI’s operations and revenue strategy. Hastings also announced a series of promotions and a streamlined structure that consolidates departments into four core divisions: Content; Marketing and Revenue; Technology; and Business Affairs.

Several changes directly affect WXXI’s radio and audio operations. Radio Operations Manager Rhonda Austin has been promoted to Senior Director, Audio Operations and Programming, a new position created to unify WXXI’s radio and audio services under a single strategic leader. Austin will oversee on-air talent and radio traffic and operations for “Classical 91.5” and “The Route.” She has been with the organization for 37 years.

In addition, WXXI News Senior Producer and Reporter Veronica Volk has been named Executive Producer and Director of Podcast Strategy. Along with overseeing broadcast and digital news content, she will lead the expansion of on-demand audio, including music, arts, and educational programming.

The reorganization also includes promotions across digital, fundraising, communications, and brand strategy, aligning marketing, audience development, and content promotion more closely with revenue goals.

“Even in a moment of financial uncertainty for public media, we are choosing to innovate, invest in our people, and build a future that ensures WXXI remains essential to Rochester for generations to come,” Hastings said.

WXXI said the changes are intended to support innovation, expand audience reach, and create new opportunities for growth across its radio and audio platforms.