Jesse Waters is Director of Marketing & Promotion for KCBS ALL NEWS 74. For the past five years, Jesse and her department have been responsible for all the marketing, public relations and promotion of the Bay Area's CBS newsradio station. Jesse believes a good marketer can promote anything, but it's a real bonus if you believe in your product. The challenges of increasing "marketshare" for an already incredibly popular product-that is free to everyone with the turn of a knob-continues to fascinate her. "How does a radio station expand their product line"...or get "more shelf-space?" She claims she doesn't lose sleep at night over these questions...she's usually pretty tired after a day that often starts as early as 4:30am with meditation and chanting, then on to the station to deal with everything from writing promo copy, coordinating a remote news broadcast, creating a new advertising campaign--to taking time to talk to her daughter, in LA, who is a struggling freelance producer.
Over her 10 year career in broadcasting, Jesse has been recognized for her creativity with numerous local and national awards. Last year she was named Radio Promotion Director of the Year by Promax International, the broadcast promotion industry's association. Still, to date Jesse counts as her most prized accomplishment raising her daughter Jade as a single mom, seeing her graduate from college, and actually become employed!
Jesse believes that some of the most rewarding opportunities in broadcast promotion are the changes you can affect in the community. Jesse has been very involved in creating connections between the radio station she's worked for and community organizations. While at KARA-FM and KLIV-AM in San Jose, Jesse was one of the original media consultants for Santa Clara Walk for AIDS-encouraging as many stations as possible to work together. Jesse brought KCBS to the Walk For AIDS Team in 1993. The annual KCBS Holiday Wish List campaign has grown into a foundation supported by CBS and with listener support, was able to put over $20,000 into the community from this last campaign alone.
Jesse's work philosophy is affected by her yoga practice. She believes that any work you do for your livelihood and family can be meaningful-just in the way you perform your tasks, routines and actions. She says in yoga it's called "dharmic actions." To live dharmically brings great fortune and joy--though some days it sure is hard to see. Another aspect of radio promotions that Jesse finds enjoyable is working daily with co-workers from other departments, as well as other media people. It is a lively and creative arena where there are daily opportunities for fun and great growth. Other people are great teachers--especially those you don't naturally "get along with."
Jesse's career has allowed her to be a mentor to other people and to bring the power of her company to benefit others. These days, she enjoys trying to teach some form of sign language to her 13 year-old deaf Chow dog. Jesse holds a 1st degree Black Belt in Kajukenbo Kung-Fu, but due to knee injuries is still looking for a way to have a gut-splitting cardiovascular workout without inflating her knees like sausages. Any suggestions? Contact Jesse at (415)765-4026 or kcbs@best.com(jessewaters).
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