DORAL, FLA. — The Spanish-language media company founded and led by Chairman Raúl Alarcón Jr. has hired a former employee to serve as EVP of Network Radio and National Digital Sales for its AIRE Radio Networks division.
It marks a reversal for Jim Lyke, who departed Spanish Broadcasting System (SBS) in March 2025 to become Senior VP at Nueva Network, the operation led by José Villafañe. Now, nearly one year later, Lyke is back at SBS.
His prior role at SBS was Sr. VP of Network Audio Sales, and he had been in that role since November 2018. In his new role, Lyke will lead integrated national revenue strategy, drive agency development, strengthen advertiser relationships, and accelerate cross-platform monetization across SBS’s growing digital ecosystem.
Lyke will co-lead the Network division alongside Executive VP of Operations Carolina Patiño, aligning revenue strategy with operational execution to optimize performance, enhance client delivery, and scale the network’s national footprint.
SBS calls Lyke “a highly respected and accomplished executive in the audio industry. He has built and led high-performing revenue organizations, cultivated deep agency and brand partnerships, and delivered consistent, scalable growth across broadcast, streaming, video, and programmatic platforms. His career is defined by scaling diverse platforms and driving revenue for the largest Hispanic media entities in the country.”
“Jim’s return to SBS marks a powerful step forward for AIRE Radio Networks,” Alarcón said. “He is a proven revenue leader with a deep understanding of national audio and digital strategy, and his experience will accelerate growth across all of the Company’s platforms. As we expand our national footprint and invest aggressively in digital innovation, Jim will play a central role in strengthening our market position and driving the next chapter of our success.”
Lyke’s work history also includes a role at Entravision as a Chicago-based Executive VP of Network Audio, which he held from July 2015-October 2018. He’s also held roles at ABC Radio Networks, serving as its Hispanic Sales rep for the Central Region.
