KQED, the public media organization serving Northern California, announces the promotion of DeLinda Mrowka to the newly created position of Chief Audience Officer. In this executive role, Mrowka is responsible for extending brand, deepening audience engagement and growth and strengthening the membership and corporate sponsorship programs for one of the largest stations in public media. The establishment of the position reinforces KQED’s strategic focus on increasing audience loyalty and the relationships that drive the station’s primary sources of revenue and support.
Mrowka has more than fifteen years of experience working in a broad range of leadership roles within public media. She started her KQED career in 2013 as the station’s executive director of marketing and communications before being promoted to vice president of corporate sponsorship in 2015. In 2017 she was again promoted to vice president of marketing, with broad responsibilities overseeing the audience development, marketing, digital fundraising and corporate sponsorship teams.
“DeLinda is the perfect forward-thinking executive to step into this critical role for KQED,” says President & CEO Michael Isip. “She is passionate and bold in taking action — key attributes in the work of ensuring that we keep up with our changing audience needs and behaviors.”
Throughout her tenure at KQED, Mrowka has shown a unique ability for assembling talented, results-oriented teams that work across the organization to help facilitate strategic goals. Under her leadership, the corporate sponsorship team generated its highest overall revenue and tripled digital sponsorship revenue. She created a wholly new audience development team with expertise in social, email and digital fundraising that works closely with content, membership and corporate sponsorship teams. And she developed an audience intelligence team that gathers, analyzes and delivers insights on how audiences and members are engaging with the station and platforms.
“In my role, we’ll work to understand our audiences’ needs better in order to deliver on our mission and provide them with greater value,” says Mrowka. “There will be exciting new opportunities to foster deeper engagement in our new headquarters and as we continue to grow more diverse in the ways we serve audiences.”
Prior to joining KQED, Mrowka was executive director of the Public Awareness Initiative for the Corporation for Public Broadcasting (CPB), senior director of marketing and media relations at WETA, and the director of business affairs for Oliver Productions. She is on the Board of Directors of Greater Public, which supports public media organizations by ensuring a sustainable financial future.
KQED serves the people of Northern California with a public-supported alternative to commercial media. An NPR and PBS affiliate based in San Francisco, KQED is home to one of the most listened-to public radio stations in the nation, one of the highest-rated public television services and an award-winning education program helping students and educators thrive in 21st century classrooms. A trusted news source and leader and innovator in interactive technology, KQED takes people of all ages on journeys of exploration — exposing them to new people, places and ideas. kqed.org