New England radio and media firm Binnie Media has elevated Jodie Gallant to Executive Vice President of Strategy for Integrated Marketing, a move that expands the company’s footprint in Connected TV (CTV) and signals a strategic pivot toward data-driven advertising for local and regional clients in New Hampshire and Maine. This appointment matters to radio programmers and rights holders because it reflects a broader industry shift where traditional broadcast entities are integrating CTV and integrated marketing solutions to compete with digital-native ad platforms, creating new revenue streams beyond standard spot sales.
Strategic Infrastructure for CTV Growth
Gallant, who has been embedded with the Binnie Media team since early 2026, will now lead the strategic development, operational infrastructure, and business growth of the firm’s expanding CTV and integrated marketing division. Her mandate includes building campaign systems, audience-targeting methodologies, and performance reporting standards required to scale integrated marketing solutions across the New Hampshire and Maine markets. By formalizing her role as EVP, Binnie Media is signaling that integrated marketing is a core growth priority, moving beyond experimental pilots to a structured operational framework. This structural shift allows the company to offer advertisers the same precision targeting and performance metrics that dominate streaming audio and video, directly impacting how local businesses allocate marketing budgets away from traditional radio spots.
25 Years of Brand Strategy Experience
Gallant brings more than 25 years of marketing, brand strategy, and business leadership experience to the role, having previously founded JMG Marketing, a Lakes Region-based agency she led for 15 years serving over 300 local and regional businesses. Based in Laconia, NH, she also owns WORK Lakes Region, the area’s first co-working and event studio, demonstrating a deep understanding of the regional business ecosystem Binnie Media serves. Binnie Media CEO praised Gallant’s ability to think strategically and operate with precision, noting that her appointment is well-earned and essential for the division’s current stage of growth. Gallant emphasized that CTV and integrated marketing are where local and regional businesses will win or lose visibility in the next decade, positioning Binnie Media as a critical partner for advertisers navigating the transition from traditional broadcast to hybrid media environments.
This leadership change the increasing convergence of radio operations with digital advertising infrastructure, a trend that requires executives to understand both audience targeting algorithms and traditional broadcast reach. For songwriters, publishers, and labels, this evolution suggests that future ad revenue may increasingly flow through CTV and integrated marketing channels rather than traditional radio spots alone, altering the landscape for music licensing and sponsorship deals in regional markets.
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