NPR has a new Chief Marketing Officer, and her resume includes a role as VP of Brand and Product Marketing at Girl Scouts of the USA and a senior marketing position at PepsiCo.
Earning the CMO role at the noncommercial secular audio entity, which is in the midst of a funding fight following Congressional rescission of funds designated to NPR through the Corporation for Public Broadcasting, is Mishka Pitter-Armand.
She’s tasked with building new revenue channels for NPR beyond traditional funding sources, and previously led marketing, fundraising, corporate partnerships, and communications as Chief Advancement Officer for Crisis Text Line.
Her background also includes senior marketing positions at JDRF, now known as Breakthrough T1D.
“For decades, my own perspective on family, career, and culture has been informed and challenged by NPR programming,” Pitter-Armand said. “I’m excited to bring both my corporate and nonprofit professional experiences to a mission I deeply believe in. As audiences shift to new platforms and formats with increasing speed, we have a powerful opportunity to meet audiences where they are, especially across digital platforms. I look forward to working with teams across NPR to grow and diversify our audience and revenue sources, ensuring that even more people can access the trusted journalism and storytelling that make NPR so essential.”
NPR President/CEO Katherine Maher added, “Mishka’s experience aligning product and purpose is the right fit for NPR at this important moment. She brings deep expertise in understanding and engaging broad audiences and a track record of driving growth at mission-driven organizations. Her familiarity with federated structures, such as Girl Scouts of the USA, and track record of creating opportunities with new experiences and offerings, will serve both NPR and the entire public radio system.”
