Brand Manager / Technical

About the role

The Brand Manager – Latin Formats oversees the station’s overall sound, audience strategy, and brand identity. This position serves as the creative and strategic visionary for Latin formats—shaping content, curating music, guiding talent, and driving performance across on-air, digital, and streaming platforms.

Responsibilities

• Develop and execute programming strategies for assigned Latin formats (e.g., Regional Mexican, Latin Pop, Urban Latino, Tropical, etc.)
• Curate music, manage playlists, create format clocks, and write/oversee promotional content
• Oversee all on-air, digital, and streaming content to maintain brand consistency and audience engagement
• Analyze ratings, audience insights, and research to refine programming and increase listenership
• Hire, train, and mentor on-air hosts, producers, and board ops
• Conduct regular air-checks and provide clear, constructive performance coaching
• Collaborate with talent to create culturally relevant and engaging content for Hispanic audiences
• Create and manage broadcast schedules and logs
• Coordinate automation systems, oversee production workflows, and maintain programming budgets
• Ensure smooth execution of all dayparts and station features
• Monitor Nielsen ratings, digital metrics, and streaming data to inform programming decisions
• Use market research and audience surveys to strengthen brand position in the Latin marketplace
• Develop strategies that reflect regional Hispanic listening habits and music trends
• Ensure full compliance with FCC regulations and internal policies
• Manage underwriting or sponsorship elements in collaboration with sales
• Work closely with promotions and marketing teams to execute station events, contests, and community initiatives
• Oversee audio quality, production processes, and digital delivery methods
• Coordinate taping, editing, imaging updates, and production tasks to maintain high-quality sound

Requirements

• Strong written and verbal communication
• Creativity, vision, and strong branding instincts
• Leadership and mentorship abilities
• Problem-solving and project management
• Technical broadcasting and automation knowledge
• Audience engagement, cultural fluency, and market research skills
• Bilingual (English/Spanish) strongly preferred

Qualifications

• 5+ years of experience in radio programming, preferably in Latin formats
• Expertise with scheduling software
• Proven track record of growing ratings and leading programming teams
• Strong understanding of U.S. Hispanic and regional Latin music cultures