Salt Lake City radio has a familiar leader in a familiar home. Cumulus Media has appointed former iHeartMedia SLC Market President Joyce Wirthlin as VP and Market Manager for its own five-station portfolio in the market in what she calls a “significant full-circle moment.”
Before becoming Market President at iHeart in January 2025, she served as the cluster’s Senior Vice President of Sales. She was let go in a round of layoffs in Q4. Her history in Salt Lake City stretches back further to Cumulus brands KBER 101 (KBER), 93.3 The Bull (KUBL), and B98.7 (KBEE). Cumulus also operates Power 94.9/101.9 (KENZ/KHTB) and 860 KKAT (KKAT-AM), along with digital marketing services for local advertisers.
Cumulus Media President of Operations Dave Milner said, “Joyce is an experienced market leader with deep relationships across Salt Lake City, enabling her to bring sharp local insight and credibility to every client partnership. She excels at delivering integrated marketing solutions, helping clients leverage our multi-platform strategies that maximize the combined power of audio and digital to drive results. Joyce will be a tremendous asset to our Salt Lake City team and a growth catalyst for our clients.”
Wirthlin commented, “I am honored to lead the talented team at Cumulus Media Salt Lake City…By pairing our audio platforms with our digital marketing suite, we are uniquely positioned to deliver incredible ROI for our partners. I look forward to leveraging these resources to drive meaningful results and lead this exceptional team into its next era of success.”
