Hasta La Creative!

In her first six months on the job as NPR’s first CMO, Emma Carrasco created and hired two new positions in her department, helped to launch a pilot ad campaign in four cities and oversaw a branding effort that is rolling out soon.

Her aim is to grow and diversify the already large NPR audience of 26 million radio listeners every week, a task she plans to complete by upholding the principles of NPR’s “enormously important brand value” — its journalism. “People are hungry for good, reliable content and that’s what NPR provides,” said Ms. Carrasco. 

Carving out a new position at NPR suits Ms. Carrasco, who said a running theme in her career is being the first person to take on a new role or overcome a challenge. “As a woman, and a Hispanic, I’ve always known I was going to have to prove myself in ways others didn’t, and understand that double standards would be a part of my reality,” she said, offering this advice: “Work twice as hard as everyone else — leverage that work ethic and your skill set to find ways to adapt.”

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