WXXI hires Sáenz as chief content officer

WXXI Public Media has hired its first chief content officer as the organization focuses on trust, local relevance and inclusive storytelling amid a loss of federal funding.

Julio Sáenz, a journalist, media executive, and community advocate, will lead the strategic vision and coordination of all content produced and distributed by WXXI across its platforms, officials say. In addition to overseeing editorial planning, Sáenz will contribute to audience development and community engagement efforts.

“Yes, we are facing difficult headwinds after the federal cuts to public media, but WXXI is choosing to meet this moment with purpose,” says WXXI president and CEO Chris Hastings. “Hiring Julio is an investment in our future. His deep roots in Rochester, combined with his extraordinary talent and entrepreneurial spirit, make him the right leader to help us reimagine what local public media can be: hyperlocal, representative, and in service to the communities we call home.”  

Sáenz is expected to work closely with Hastings to reshape WXXI’s content strategy and the alignment of content teams. Sáenz’s responsibilities include developing a podcast strategy and expanding original documentary and video storytelling. In an interview with the Rochester Beacon last week, Hastings said he would like WXXI to be seen as the standardbearer for good journalism in the Rochester area, both maintaining and growing community trust in its reporting.

Sáenz’s community experience is expected to help with that vision. 

“It’s an incredible honor to join WXXI at such a pivotal moment,” says Sáenz. “Public media has the power and the responsibility to reflect, uplift, and connect the communities we serve. I look forward to working with this talented team to elevate diverse voices, expand our impact, and help reimagine what community-centered public media can be in Rochester and beyond.” 

The founder of ConXion, one of the nation’s first bilingual Latino publications, and Poder 97.1 FM, Sáenz was general manager of MundoHispánico at the Atlanta Journal-Constitution.  Locally, he has led communications at MVP Health Care, Common Ground Health, and Ibero-American Action League. Sáenz has served on the boards of WXXI, the Little Theatre, Jordan Health, and Causewave Community Partners. 

His hiring comes at a challenging time for the local public media organization. Legislation passed by Congress and signed by President Donald Trump rescinds $1.1 billion in previously allocated Corporation for Public Broadcasting funds, cutting $1.9 million in annual funding for WXXI—roughly 12 to 15 percent of its budget. In addition, Form 990 filings show WXXI has been operating in the red: In the fiscal year ended June 30, 2024, its deficit topped $2 million. 

Sáenz begins his new job Aug. 4.  

Smriti Jacob is Rochester Beacon managing editor.

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