Cumulus Media has named Joyce Wirthlin as Vice President and Market Manager for its Salt Lake City cluster, the company announced Wednesday. The move places a seasoned market leader at the helm of one of the company’s key Western operations.
In her new role, Wirthlin will oversee a portfolio of five stations serving the Salt Lake City area. Those brands include B98.7 (KBEE-FM), KBER 101 (KBER-FM), Power 94.9/101.9 (KENZ-FM/KHTB-FM), 860 KKAT (KKAT-AM), and 93.3 The Bull (KUBL-FM).
Along with its broadcast footprint, Cumulus Media delivers digital marketing solutions designed to support local advertisers.
Wirthlin arrives with extensive experience in the market. She most recently served as Market President for iHeartMedia in Salt Lake City. Before that, she held the position of Senior Vice President of Sales for the same cluster. Her background includes building revenue strategies and strengthening client partnerships across both radio and digital platforms.
Cumulus leadership emphasized Wirthlin’s local expertise and ability to connect with advertisers. Dave Milner, President of Operations for Cumulus Media, pointed to her track record of delivering results through integrated campaigns.
“Joyce is an experienced market leader with deep relationships across Salt Lake City,” Milner said in the company’s announcement. “She brings sharp local insight and credibility to client partnerships and understands how to maximize the combined power of audio and digital.”
He added that her leadership will help accelerate growth for both the stations and their advertising partners. Milner also noted her ability to craft multi-platform strategies that align with evolving client needs.
For Wirthlin, the appointment marks a return to familiar ground. She began her career working with several of the very brands she will now oversee. That connection, she said, makes the opportunity especially meaningful.
“I am honored to lead the talented team at Cumulus Media Salt Lake City,” Wirthlin said. “This is a full-circle moment for me, as my roots in this market trace back to the early days of KBER, The Bull, and B98.7.”
She also highlighted the company’s ability to combine traditional audio reach with digital marketing tools. That blend, she said, positions the cluster to deliver strong returns for clients in an increasingly competitive media landscape.
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