Leslie A. Laney

- General Manager, WUSF

- Entrepreneur & Strategist

Looking for all opportunities to make change. The digital way.

I help people & organizations transform.

For more than twenty years, I have led the way in organizational transformations around change management, developed strategic plans, and built teams that produce and integrate digital content & technologies. However, the most gratifying aspect is observing the lasting growth I have fostered in others. By providing personalized training, hands-on support, and unwavering encouragement, I have witnessed individuals flourish into confident leaders and teams unite and grow stronger.

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Work Experience

January 2026 - Present024 resent

WUSF

General Manager


2024 - 2025

WUSF

Station Manager

2018 - 2024

WUSF

Marketing & Strategic Initiatives Manager

Brief Overview:


I provide the overall vision and strategic leadership for the University of South Florida's public media enterprise, which includes two public radio stations and their associated digital platforms, including websites, social media channels, YouTube video channels, and podcasts. This role ensures the delivery of high-quality public service content across all platforms while driving audience engagement, revenue generation, sustainability, and community impact. 


I serve as the primary person responsible for ensuring compliance with all FCC regulations, upholding the highest standards of journalistic integrity and ethical fundraising practices, and serving as the primary representative for WUSF and WSMR regarding National Public Radio and Florida Public Media. 


As the senior executive of the department, I am responsible for maintaining high levels of organizational performance and financial success, effective staff leadership, productive stakeholder and partner relationships, and positioning the organization as an essential community resource in an evolving media landscape.


Expand for:

  • Additional Responsibilities & Accomplishments

    I joined WUSF Public Media in 2018 with the charge of building a digital services department that would be at the forefront of reaching new audiences for public media. Although my initial goal was to build websites to represent WUSF Public Media's different platforms, I have done much more, implementing a strong digital marketing plan and an audience growth initiative. 


    My tenure at WUSF has been marked by constant innovation. In FY20, when it became clear that the pandemic was significantly impacting the non-profit arts and cultural community, I was encouraged to develop an arts hub for the region to give artists a place to perform and to sustain people deprived of access to performances. Arts Axis Florida has become the home of more than 140 artists, arts organizations, and cultural venues.


    Arts Axis Florida presents streamed content, podcasts, and brand awareness for the arts partners represented on the site. The locations of venues and organizations range from Tampa, St. Petersburg, and Sarasota to Gainesville, Lakeland, Venice, and Orlando. 


    I was also tasked with making Arts Axis Florida the home of jazz, which was particularly important after WUSF 89.7 became an all-news station, and it is now another venue for WUCF Jazz & More, WDNA, and live studio performances that are filmed for online distribution.


    In FY21, I worked with my team to develop the WUSF Playbook; an internal scheduling system that provides staff with organizational knowledge and transparency by listing all department meetings to which all staff are always invited, external events, outbound communications schedules, planning meetings, and pledge drives. The Playbook is connected to Basecamp; used at WUSF to coordinate specific activities, and is also connected to Skedda, used for reserving studios, guest parking spaces, and hot desks.


    In FY22, I led the WUSF project team to develop Inside USF, a podcast created by the University of South Florida Marketing & Communications department. As leader of the WUSF DEI committee, I partnered with the Outcast Theatre Collective to present a unique anti-bias workshop for all WUSF staff. The participatory presentation was approved by CPB to replace their mandatory anti-harassment training.


    In FY22, I was a team member on the CPB Digital Transformation Program and led the team effort to increase use of Health News Florida reports by texting people who opted into the program. The processes learned in this 10-month program are now the key principles of all of WUSF’s strategic planning.


    In FY23, I engaged PRX to help develop more audience-focused podcasts through their podcast accelerator. The PRX team spent a week on-site at WUSF Public Media, with nearly 30 staff members participating in developing skills to create stronger podcasts, and is working closely with a smaller team to develop a specific podcast for kids. At the end of 2023, I worked with the PRX team to rebrand both the WUSF and WSMR logos and to position WUSF Public Media for its 60th anniversary.


    No single person could implement, lead, and successfully undertake and complete all of these projects alone. I enjoy leading a staff of 6 full-time staff and 5 part-time staff in developing digital initiatives and creating digital marketing for social media and WUSF Public Media’s websites. I help mentor and train staff to understand new technologies and their impacts, such as AI, and am a participant in every technology conversation, from choosing a new streaming provider to designing a new donation page. I feel like I have been successful in onboarding, developing, and retaining staff, and in contributing every day to WUSF Public Media’s goals of deepening service to our community.


    Because of the above accomplishments, I was awarded the 2023 Florida Public Media's Janyth Righter Innovation Award. This award is presented annually to recognize outstanding contributions in the field of media and communication. The award is open to individuals, organizations, and projects that have demonstrated excellence and innovation in journalism, storytelling, public affairs, and community engagement. 


    WUSF Brands:

    WUSF 

    WSMR

    Arts Axis Florida

    WUSF Jazz

    The Zest Podcast

    Health News Florida





2011 - Present

A Media Marketing

President & CEO

aMediaMarketing.com

Brief Overview:


For 10+ years, I've helped transform businesses and non-profits with intentional marketing solutions. After a strategic pivot from a local print shop in 2012, I built a boutique agency, A Media Marketing, specializing in crafting data-driven campaigns that deliver quantifiable results.  My focus is not only on staying nimble in an ever-changing industry, but also on building long-term partnerships with clients and consistently exceeding their business goals. We leverage deep expertise in SEO, web design & analytics, and the integration of marketing automation platforms to deliver measurable ROI and empower our clients to thrive.


Expand for:

  • Proficient in these Entrepreneur Skills

    Mindset:


    • Vision and Creativity: The ability to imagine and pursue new opportunities, with a strong vision for the future.
    • Resilience and Perseverance: The ability to handle setbacks, face challenges head-on, and bounce back from failures.
    • Passion and Drive: A deep enthusiasm and commitment to the task at hand, keeping my team and myself motivated even when things get tough.
    • Risk Tolerance: The ability to take calculated risks and make decisions with uncertainty involved.
    • Learning Agility: A willingness to embrace new things, adapt to changing markets, and continuously learn new skills.

    Leadership:


    • Communication Skills: Effective communication both written and verbal to convey the client's vision, engage stakeholders, and build relationships.
    • Team Building and Management: The ability to attract, build, and lead a strong team, delegating tasks effectively and fostering a collaborative culture.
    • Motivation and Inspiration: The ability to motivate the team, create a positive work environment, and inspire them to achieve their best.
    • Decision-Making and Problem-Solving: The ability to make sound decisions under pressure, think critically, and solve problems creatively.
    • Negotiation and Persuasion: The ability to negotiate deals, secure funding, and persuade others to believe in the vision.

    Business Acumen:


    • Financial Literacy: Ability to understand financial concepts, manage budgets, forecasting, and make sound financial decisions.
    • Marketing and Sales: Ability to identify the target market, develop effective marketing strategies, and close deals.
    • Operational Efficiency: Ability to streamline processes, manage resources effectively, and optimize your operations for maximum efficiency.
    • Business Planning and Strategy: Ability to develop a comprehensive business plan, set goals, and develop strategies to achieve them.
    • Networking and Relationship Building: Ability to build strong relationships with potential customers, investors, and other key stakeholders.

    Practical Abilities:


    • Technology Skills: Proficiency in various technologies relevant to business, such as email, spreadsheets, Generative AI, presentations, video, and social media.
    • Time Management and Organization: Ability to manage your time effectively, prioritize tasks, and stay organized under pressure.
    • Project Management: Ability to plan, execute, and track projects effectively to ensure timely completion.
    • Research and Analysis: Ability to research the market, competition, and industry trends to make informed decisions.
    • Data Analysis and Interpretation: Ability to collect and analyze data to track progress, measure success, and make data-driven decisions.
2009 - 2013

AtKisson Group

Director of Business Development, USA

AtKisson.com

Brief Overview:



I had the privilege of being selected to personally train with Alan AtKisson, an expert in systems thinking and sustainable development. I received my Master Trainer Certification in Sweden from the AtKisson Group, allowing me to conduct Accelerator Programs for clients in the US who were seeking organizational training and change management.


By becoming an expert in the Accelerator tools consisting of Vision > Indicators > Systems > Innovations > Strategy, I held workshops and created additional products that clients could benefit from. Learning these skills turned out to be a pivotal point in my career. I used this methodology in the rebranding of what became A Media Marketing and ultimately my relationship with WUSF public media. I still utilize these skills today.


1993 - 2009

Sam's Club

Territory Manager, Florida

Brief Overview:


In my last position with Sam's Club, I was a Territory Manager of the produce division for 34 clubs in the state of Florida. I was responsible for managing 50+ assistant managers, 1,000+ employees, and a P&L of $250M per year.


Expand for:

  • Proficient in these Business Skills

    Leadership and Management:


    • Leading and motivating teams: I was responsible for managing multiple club managers and their teams, providing guidance, coaching, and feedback to ensure they met performance goals.
    • Building strong relationships: Cultivating positive relationships with employees, vendors, and members is crucial for smooth operations and positive customer experiences.
    • Conflict resolution: Dealt with employee and customer concerns effectively and fairly strengthening team morale and member loyalty.
    • Delegation and task management: I delegated tasks effectively, prioritized workload, and ensured accountability across my team.

    Business Acumen and Strategy:


    • Profit and loss (P&L) management: I gained a deep understanding of financial reports, analyzing revenue, expenses, and profit margins to make informed business decisions.
    • Inventory management: Optimizing inventory levels to minimize costs and ensure product availability requires strong forecasting and analytical skills.
    • Operations management: I oversaw all aspects of club operations, ensuring efficiency, adherence to safety protocols, and compliance with company policies.
    • Budgeting and forecasting: Developed and managed budgets for my club & region, accurately forecasting sales and expenses, and adapting to changing market conditions. Became very proficient at adjusting expenses in real time due to top-line sales fluctuations. 

    Communication and Interpersonal Skills:


    • Public speaking and presentation skills: I presented to team members, stakeholders, and external audiences, requiring clear and concise communication.
    • Active listening and negotiation: Effectively listening to employees, members, and vendors and negotiating win-win solutions was crucial for building trust and resolving issues.
    • Written communication: I had to write clear and concise reports, emails, and documents to convey information and instructions effectively.
    • Customer service: Understanding and exceeding member expectations through excellent service is paramount for success in retail management.

    Additional Skills:


    • Problem-solving and decision-making: I  faced unexpected challenges and needed to make quick decisions based on available information and analysis.
    • Adaptability and change management: The retail landscape is constantly evolving, and we always adapted to new technologies, policies, and market trends.
    • Stress management: Working in a fast-paced environment requires resilience and the ability to manage stress effectively.
    • Technology proficiency: Utilizing various software and systems for inventory management, communication, and data analysis is essential.

Education & Training

Currently Enrolled

St. Petersburg College

Bachelor of Science in Business Administration - Marketing

2024 - Poynter ACES Introductory Certificate in Editing (In progress)

2023 - Google - UX Design Certification

2023 - PRX - Design Thinking Certification

2021 - USF - Diversity, Equity, & Inclusion in the Workplace


Professional skills

Entrepreneurial Mindset

Holistic Strategic Planning

Change Management

Teamwork & Collaboration

Digital Content & Analytics

Technology Forward


Get in Touch

Call: 727-243-1554