Creative and marketing service directors are in a unique line of work. There are roughly 1,000 spread out at TV stations across the country managing staffs that swell significantly into the thousands industry wide.

Few, perhaps even some at their own stations, may be aware of the challenges, accomplishments and what excites these leaders most about our industry. Their departments are the tip of the spear for their stations, expected to market and advertise the most important parts of the stations’ operations.

When Market Share first became a daily column in March, 2014, I wanted to talk to every CSD in the country, but quickly found it impractical.

Some 3,000 columns later, Market Share continues to highlight this unique line of work.

Today begins a new weekly feature on Market Share that surveys marketing and creative services directors to find out who they are, their challenges, their successes and their visions for the future. 

By the way, if you want to check in with Market Share, just let me know at paul@newscheckmedia.com or 817-578-6324. 

Kris Baete is the marketing director at WAVE, Gray’s NBC affiliate in Louisville, Ky., a 10-year veteran ofthe station. Here’s my recent interview with Baete, conducted via email:

What’s the biggest success you have had in the last 12 months?

Our team won Promax Gold this year. I am incredibly proud of them. It was the first time we have entered a spot to Promax, so the win was an awesome surprise and I enjoyed celebrating their success.

What have you done recently that you’re most proud of?

I am extremely proud of how the team worked through the pandemic. Having to go remote at a moment’s notice and somehow increasing promotion output while maintaining high production value – it was tremendous to watch. Immediately shifting promo tone, using inventory and creative to provide resources for people in need – it was remarkable to see this team’s work have such a positive impact on the station and the community.

What’s the biggest challenge of your job?

I’ve found over the years that in this career there are always​ multiple things happening at once. Multiple deadlines, projects, meetings, all at once, all the time. My greatest challenge since starting in this role has been learning to maintain focus and presence, being able to have clarity and focus on consistent strategy and staying the course with our objectives. Having the ability to give my full self to my teammates throughout the day, finding the flow of the day and learning to take the day in stride. I’m passionate about continuing to grow in that skillset.

What part of the changing industry excites you the most?

Constantly reimagining how we create and curate content for streaming and social media has always been something that has excited me. We are seeing huge success with TikTok, Instagram Reels, long-form content and more. Learning to meet the viewer where they are with what they want is key, and I am excited to see research now playing such a huge role in this space so we can continue to make smart decisions as we evolve content and strategy.

Here are some new promos for WAVE’s morning news.

New Jobs Posted To TVNewsCheck

CLICK HERE to see new jobs posted to TVNewsCheck’s Media Job Center including openings for two TV local sales managers, a western regional sales manager, two photojournalists, two news producers, an assignment editor, marketing producer, anchor/reporter and senior reporter.