WXXI Names Julio Sáenz as First Chief Content Officer Amid Federal Funding Cuts

WXXI Public Media has appointed Julio Sáenz as its first Chief Content Officer, a move station leaders say signals a bold commitment to local, inclusive storytelling during a time of deep federal funding cuts to public media.

Julio Sáenz

Sáenz, a veteran journalist and media executive with more than 20 years of experience in storytelling and strategic communications, will oversee all content across WXXI’s television, radio, print and digital platforms. His appointment comes as the station grapples with financial strain following the recent rescission of funding from the Corporation for Public Broadcasting.

“Yes, we are facing difficult headwinds after the federal cuts to public media, but WXXI is choosing to meet this moment with purpose,” said WXXI President and CEO Christopher Hastings. “Hiring Julio is an investment in our future. His deep roots in Rochester, combined with his extraordinary talent and entrepreneurial spirit, make him the right leader to help us reimagine what local public media can be.”

In his new role, Sáenz will lead content strategy and coordination across WXXI Television, WXXI Radio (including WXXI News, Classical and The Route), CITY Magazine, The Little Theatre, and digital platforms such as YouTube. He will guide editorial planning, audience development, and community engagement, with a focus on ensuring WXXI’s content reflects the full diversity of Rochester and the Finger Lakes region.

The role also includes developing WXXI’s podcast strategy, expanding original video and documentary storytelling, and forging partnerships with independent producers. Sáenz is expected to work closely with Hastings to align content across platforms and strengthen the organization’s public service mission.

Sáenz is a well-known figure in Rochester’s media and nonprofit landscape. He previously led communications for organizations including MVP Health Care, Common Ground Health, and the Ibero-American Action League. Nationally, he founded ConXion, one of the first bilingual Latino publications in the country, and launched Poder 97.1 FM, the first 24-hour Latin radio station in New York state outside of New York City. While serving as General Manager of Mundo Hispánico at the Atlanta Journal-Constitution, he helped the newsroom earn 35 national journalism awards and significantly grow its digital presence.

“It’s an incredible honor to join WXXI at such a pivotal moment,” Sáenz said in a statement. “Public media has the power and the responsibility to reflect, uplift, and connect the communities we serve. I look forward to working with this talented team to elevate diverse voices, expand our impact, and help reimagine what community-centered public media can be in Rochester and beyond.”

Sáenz is also a faculty member in the School of Communications at Rochester Institute of Technology and has served on the boards of WXXI, The Little Theatre, Jordan Health and Causewave Community Partners.

He will begin his new role on Aug. 4.

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