Gray Media has announced the promotion of Shalayna Valencia to General Manager and Director of Sales for KOSA, the CBS affiliate station serving the Odessa-Midland market in Texas. This appointment marks a significant step in the company’s ongoing commitment to strengthening local leadership and delivering high-quality content tailored to the community’s needs.
A Proven Leader with Deep Media Expertise
Shalayna Valencia brings more than 20 years of robust experience spanning traditional broadcasting, digital media, and sales leadership. Her career began in the Odessa-Midland region as an Account Executive at KWES, where she quickly demonstrated a keen understanding of local market dynamics and customer engagement strategies. Over the years, Valencia has ascended through various senior roles, including Market President at Townsquare Media and Digital Sales Director at Hearst Communications, sharpening her skills in driving revenue growth, developing innovative sales strategies, and building strong, motivated teams.
Her extensive background blends traditional media acumen with digital innovation, positioning her uniquely to navigate the evolving media landscape. Valencia’s leadership is characterized by a commitment to community-centric programming and a focus on integrating digital tools to amplify the station’s reach and impact.
Vision for KOSA’s Future
In her role as General Manager, Valencia is tasked with overseeing all operational and sales functions at KOSA-TV, known locally as First Alert 7. Under her leadership, the station aims to deepen its connection with the Odessa-Midland audience by delivering trusted local news, weather updates, and community-focused content. Valencia is passionate about leveraging data-driven insights and audience feedback to tailor programming and advertising solutions that resonate deeply with viewers and local businesses alike.
Valencia’s strategic vision includes expanding the station’s digital presence, optimizing cross-platform content delivery, and fostering innovative partnerships that benefit both the community and advertisers. She also emphasizes cultivating a workplace culture that inspires creativity, accountability, and continuous improvement among staff.
Rooted in Community Values
As a native of Levelland, Texas, Shalayna Valencia brings a genuine understanding of the values and aspirations of the West Texas community. Her leadership style is grounded in a blend of small-town sensibilities and big-picture business strategy, enabling her to balance community engagement with the demands of a competitive media market.
Valencia’s commitment to the region extends beyond her professional duties. She is actively involved in local initiatives aimed at economic development, education, and community service, reinforcing KOSA’s role as a trusted local institution that supports and reflects the people it serves.
Strengthening Gray Media’s Local Footprint
KOSA-TV is a vital part of Gray Media’s portfolio, which includes a broad network of top-rated local television stations across the country. The company’s investment in experienced leaders like Shalayna Valencia underscores its dedication to enhancing local media quality and responsiveness.
With Valencia at the helm, Gray Media anticipates stronger market performance for KOSA, fueled by innovative content strategies, expanded advertiser partnerships, and a renewed focus on audience engagement. Her appointment is expected to drive growth not only in ratings and revenue but also in community impact and brand loyalty.