Program Director Ashley Layfield manages two of the most competitive country radio markets in America—and she’ll be the first to tell you she never planned on it. Her origin story isn’t the typical radio bloodline narrative. Instead, it’s a reminder that sometimes the best careers find you.
Most programmers grow up with radio in their DNA. Layfield took a different path. She went to UNF in Jacksonville studying communications, marketing, and PR. Radio wasn’t on her radar. A college internship with a Jacksonville radio group changed everything. “I was doing everything,” she recalls. “Throwing tents up, entering registration forms into spreadsheets. I had never even stepped foot in a studio.”
Then came the moment. A mentor named Tim Clarke tapped her on the shoulder. He saw something in her. He suggested she try morning show production, even though she barely knew what programming meant. “I couldn’t even get up for nine a.m. college classes,” she laughs. “And they wanted me there for the morning show.”
She showed up anyway. That decision led to 17 years building a radio career—from producing behind the scenes, a morning show host to management. She spent 14 years at Cox Media Group before joining iHeartMedia four years ago. Now she oversees two programming domains foriHeart: US103.5 Tampa Bay’s #1 for New Country and 94.9 The Bull – Georgia’s #1 for New Country and All Time Favorites. Both are markets where she manages constant motion—touring artists, major sports franchises, and passionate listeners spread across sprawling suburbs, while also still hosting the midday show on US103.5 from 10am-3pm Mon-Fri.
Two Markets. One Philosophy.
Tampa and Atlanta look different on the surface. But Layfield sees the connection immediately. “Both are two of the biggest beasts in country radio,” she says. “Everyone tours through both. Professional sports, concert lineups, everything travels through these markets.”
The real insight? Her listeners don’t [all] live in the city centers. They’re in the outskirts—the suburbs, the surrounding communities. That means street presence matters differently now. Radio’s footprint has shrunk. Street teams are sparse. So Layfield built something smarter.
In Atlanta, she has Mikey Wakefield, a former BertShow intern turned community connector. “He’s out in our hot zips twice a week,” Layfield explains. “Sometimes it’s concert tickets, grocery gift cards, gas cards. Weekdays, consistently.” On air, personalities like Corey Calhoun and Angie Ward work the community circuit alongside their shows. They’re live. They’re present. (And) they’re building relationships the way radio used to, just more efficiently.
“It’s another unicorn situation,” she notes. “We have live bodies out there on both stations in Atlanta and Tampa. I don’t take that for granted.”
The Programming Blueprint
Layfield’s philosophy combines data with instinct. She runs extensive local listener research. Songs that hit in Tampa might not connect in Atlanta. Artist partnerships vary by market. But her real competitive edge is people.
“Open communication with your team is probably the biggest thing,” she says. Her approach is direct: Are you trying new things? What makes you want to come to work? What ideas do you have? Her office door is always open—whether it’s about a show concept, a contest, or a format tweak. It’s also not just a programming gig anymore – she’s fully emerged in sales meetings, sales calls, and anything to be a true team player for both brands.
She stays plugged into what her markets care about. In Tampa, that means the Rays. In Atlanta, the Braves. She’s not just playing music; she’s weaving her stations into the fabric of local life. That’s the brand strategy. That’s how you stay relevant when streaming offers unlimited access.
“Having that open communication when it comes to what’s going on in your talents’ shows—that’s a big thing,” she emphasizes. “What are they inserting themselves into? How are they getting involved in the community? What can I do to help them?”
The Bigger Picture
Late in our conversation, I asked Layfield what format she’d work in if not country. Her answer was telling. “Honestly, I couldn’t even tell you if I weren’t working in country. I don’t know that I would work in radio.”
That’s not cynicism. That’s conviction. Country radio is unique. The format demands relationship-building. The music community is tight. The fan loyalty runs deep. She’s found her place.
But she’s also watching an industry under pressure. Layoffs. Format flips. Consolidation. Record labels, radio, everyone’s tightening. The trades focus on what’s being cut, not what’s being built. Layfield wanted to say something different.
“Don’t forget about all the rest of us that are still pouring our heart and soul into it,” she says. “Our on-air teams putting so much into their shows –Scotty Davis and Teri Gerrish in Tampa – challenging themselves every day and being present at every event. Working hand-in-hand with the promotions directors – Nikki Clark and Mishelle Rivera – to maximize every opportunity coming our way – those two are forces to be reckoned with and I couldn’t do it without them. There are still amazing things happening in so many markets, and I am proud to say Tampa and Atlanta are two of them.”
That’s the closing message worth carrying forward. Radio’s changing, sure. But in Tampa and Atlanta, in the suburbs where the listeners live, there are still teams showing up every day, doing the work, building something real. That’s where Ashley Layfield’s focus is. And that’s why both of her stations still matter.
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