Meet One of Radio’s Best Managers

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Caren Berry is the Market President for Townsquare in SE Minnesota. How she got into radio is quite unique. She was working as a marketing director for a local newspaper in Salinas, CA. and had an appointment with the station owner Don McCoy of Magic Broadcasting. She was pitching the market’s top-rated station a paid promotional idea. McCoy told her he was not going to buy her promotion, but said it was the most creative idea he had ever seen. He offered her a job and by age 25 she was the VP/GM of the station. Berry is a 2017 Radio Ink Radio Wayne finalist and she’s one of only eight Market Managers from across the country being considered for the award in that category. Berry will be featured in our special Radio Show issue which comes out on September 4. Here’s our extended interview with Radio Wayne finalist Caren Berry

Radio Ink: What led you into management?
Caren Berry: Facts are, you can make more money, with less stress, simply selling, so there are altruistic reasons that lead me into management. I had, and have, a sincere desire to identify, recruit, retain, grow, and develop top talent. There is no greater joy, for me, than to see someone I work with enjoy success. I always reference the time I coached a young, yet super talented AE, Justin Cooper, to Salesperson of the Year at Cox Radio, as one of my greatest professional accomplishments. Justin and I continue to keep in contact and I hope to someday mean to him what Don McCoy has meant to me and my life. That is one of the great things about this industry. You meet people, become family, and they remain forever in your life. Regardless of where you live or what you do.

Radio Ink: How does someone become a successful manager/leader of so many people in radio today?
Caren Berry: Someone once said that if everything is important, nothing is important, so I try to always focus on what matters most — and it is the people. One must never lose sight of this. I am also a big believer in talent-focused management. Knowing and identifying employees’ strengths and managing to these strengths while understanding weaknesses. And working with individuals on “workarounds” for these areas. Manage everyone differently.

Radio Ink: What motivates you to walk into your radio station every day?
Caren Berry: 25-plus years later, I still love walking into a radio station every day. I consider it a privilege. I still love developing talent, helping clients solve their key marketing challenges, and serving the communities we call home. This is my trifecta of motivation.

Radio Ink: What keeps you up at night?
Caren Berry: What DOESN’T keep me up at night? I am known for going on very little sleep. The challenge with this career is that the job is never done. There is always something more to do to drive ratings and revenue. I also find that sometimes the evenings are the only time I have to be creative. And I use this time for that. Additionally, evenings are for reflecting on my day and considering what I could have done better or differently and preparing for the morning and goal-setting for the following day.

Radio Ink: What advice can you give to others hoping to lead a team like you do?
Caren Berry: There is no such thing as leading from behind. If you want to lead, you need to be prepared to set the pace, and set the bar, for your team. The team moves at the speed of its leader. And in this fast-paced, ever-changing business, speed is paramount. No excuses. You set the tone in your building. Your people are always watching you and how you embrace change, initiatives, and adversity. How you react, they will follow. Always be mindful of this.

Next, don’t be afraid to make a decision. My dad always told me, “Not to decide is to decide.” And if you are not going to make a decision, your competition, resources, time, or other outside factors will make the decision for you. Do what you say you are going to do. There is no easier or quicker way to lose credibility with your team than to
not follow through on promises made.

And don’t forget to have fun. I still believe this is the greatest industry in the world. Enjoy it.

Radio Ink: How do you educate yourself so you are always on top of your game? What should other managers do?
Caren Berry: I read the trades (radio, digital, marketing, live events), but I am also a big consumer of national and world news. I network with people inside and outside the industry. My board work has brought me into contact with leaders, influencers, in vastly different industries. I can’t begin to tell you how much I have learned and grown through this experience.

Finally, at this point in my life and career, I make time to volunteer, in meaningful ways, to organizations I care most about. I am currently serving on the Board of Directors of the Girl Scouts of the Wisconsin and Minnesota River Valleys. Although I’m not a board member, the Boys and Girls Club of Rochester has me on speed dial. I love the work this organization does and am fully committed and available to support the cause.

I always remember you have to do good before you do well.

Reach out to Caren Berry and congratulate her on being one of Radio Ink’s 2017 Radio Wayne Market Manager finalist at [email protected]

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