(July 29, 2025) — WXXI Public Media is proud to announce the appointment of Julio Sáenz as the organization’s first Chief Content Officer. A respected journalist, media executive, and community advocate, Sáenz brings more than two decades of experience in multiplatform storytelling, strategic communications, and public service.
As WXXI faces deep federal funding cuts following the recent rescission of Corporation for Public Broadcasting appropriations, the station is doubling down on its core values: trust, local relevance, and inclusive storytelling.
“Yes, we are facing difficult headwinds after the federal cuts to public media but WXXI is choosing to meet this moment with purpose,” said WXXI President & CEO Christopher 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.”
As Chief Content Officer, Sáenz will lead the strategic vision and coordination of all content produced and distributed by WXXI across its platforms. This includes WXXI Television (WXXI-TV, WORLD, Create, and WXXI Kids 24/7 channels), WXXI Radio (WXXI News, WXXI Classical, The Route), CITY Magazine, The Little Theatre, and all digital and on-demand content on YouTube. He will oversee editorial planning and contribute to audience development, and community engagement initiatives — ensuring that WXXI’s work reflects the full diversity of the Rochester and the Finger Lakes region.
Sáenz will work in close partnership with Hastings, WXXI President & CEO to reshape and unify the organization’s content strategy across all platforms. Together, they will lead a transformation that centers audience impact, strengthens local storytelling, and aligns the efforts of WXXI’s content teams. Sáenz will also spearhead the development of WXXI’s podcast strategy, expand original documentary and video storytelling, and cultivate new partnerships with independent producers — positioning WXXI as both a trusted community voice and a national distributor of compelling, inclusive content.
This new role reflects WXXI’s commitment to innovation, relevance, and equity in public media.
Sáenz’s career spans both national and local leadership. He founded ConXion, one of the nation’s first bilingual Latino publications, and launched Poder 97.1 FM, the first 24-hour Latin radio station in the state outside of New York City. He served as General Manager of Mundo Hispánico at the Atlanta Journal-Constitution, where he led the newsroom to win 35 national journalism awards and oversaw a dramatic increase in digital and social media reach.
In Rochester, Sáenz has led communications at MVP Health Care, Common Ground Health, and Ibero-American Action League. He also teaches in the School of Communications at Rochester Institute of Technology and has served on the boards of WXXI, The Little Theatre, Jordan Health, and Causewave Community Partners.
“It’s an incredible honor to join WXXI at such a pivotal moment,” said 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.”
Sáenz will begin his new role on Monday, August 4, 2025.
For media inquiries, please contact:
Kristin Tutino
Communications Manager
WXXI Public Media
Email: ktutino@wxxi.org