Kenetta Bailey has been named Senior Vice President, Marketing, CBS RADIO, it was announced today by Andre Fernandez, President, CBS RADIO. Bailey will begin her new role on Monday, May 16, and report to Fernandez.
“I’m thrilled to welcome Kenetta to our leadership team, and look forward to introducing her creative energy and brand expertise into everything we do,” said Fernandez. “We have a tremendous opportunity to expand the strength of our brands locally and nationwide, as well as define our long range position in the marketplace. I know Kenetta will play an instrumental role in the telling of our story to the industry.” In this position, Bailey will be responsible for the marketing and brand positioning of CBS RADIO and its portfolio of 117 over-the-air stations and suite of digital products. Additionally, she will provide B2B marketing support, and work with the division’s Market Managers and station management to develop and coordinate strategy for their local marketing efforts.
Bailey most recently led her own consulting firm, KB Consulting where she worked with a variety of start-up businesses on subscriber growth, social media and branding from 2015-16. She also serves as an adjunct instructor at the Wharton School of the University of Pennsylvania in Philadelphia.
Previously, Bailey was Managing Partner and Chief Brand Strategist for GroupM’s Maxus agency (2014-15). She led the agency’s Total Market Approach to media planning and buying, analysis and evolution of social currencies for their largest accounts, and built expertise in luxury female categories to pitch new business. During her tenure, she worked with such clients as L’Oreal, SC Johnson, Welch’s, and Arm & Hammer.
Bailey was Executive Vice President and Chief Marketing Officer for Comcast & Radio One’s TV One Network from 2011-13 where she strategically transitioned the marketing department into a fully integrated function, combining creative services, content development, digital media, strategic marketing and branding, as well as integrated and partnership marketing. She also was instrumental in developing a clear and flexile brand redesign and channel packaging that told the network’s story, increasing consumer loyalty, affinity and awareness.
Prior to TV One, Bailey held senior level marketing positions with AMC Networks from 2006-11, and NBC Universal (Telemundo) from 2004-06. She has been honored as one of Cablefax’s Most Influential Women in Cable, and Most Influential Minorities in Cable.
Bailey received an MBA from Kellogg School of Management at Northwestern University, and M.S. and B.S. degrees in journalism from Medill School of Journalism at Northwestern University.