Elyse Breeze
Director of digital strategy
Buffalo Toronto Public Media
Age: 29
In three words: Visionary, strategic, impactful
What colleagues say: Buffalo Toronto Public Media’s digital transformation is directly tied to Elyse Breeze’s vision and leadership. She has reimagined our digital strategy, transforming email marketing, social engagement and targeted digital advertising. She built an email ecosystem that moves beyond donation requests to foster audience connection, launched strategic social media efforts that drive engagement and created a sophisticated, always-on digital ad strategy targeting younger audiences on both sides of the border. As director of digital strategy, she led the consolidation of multiple websites and apps into a unified user-friendly experience.
What Elyse says
Decision to work in public media: I was a journalism major at St. Bonaventure University, so I understood the importance of a free and independent press. I was also drawn to the boundless creativity that came with advertising and marketing, and shifted my studies to graduate with more digital marketing skills under my belt. A few months later, I entered a year of service with AmeriCorps, traveling across the country with a small team to complete service projects for different nonprofits. When I completed the program, I sought work that prioritized serving my community in one way or another. Since joining Buffalo Toronto Public Media in 2019, I haven’t looked back.
Key accomplishments: I started at BTPM with one big goal: to make our brand feel relevant and relatable to the next generation. I knew we couldn’t just expect younger audiences to blindly support us; we had to grab their attention first. So I helped grow our digital marketing efforts, turning a scrappy setup into a strategic operation. We focused on building relationships through organic social interactions, intentional email marketing and targeted paid campaigns across Google/YouTube, Meta, Spotify, Pinterest and OTT platforms. I went from a digital marketing team of one to leading my own department.
Inspired by: I thrive on collaboration, and I’m at my best when I’m surrounded by smart, creative and passionate people who share ideas and make each other laugh. I encourage my team to throw anything at the wall and see what sticks, because that’s how the best ideas come to fruition.
Advice for young public media professionals: Say “yes” to the opportunities that will help you grow! There are so many amazing programs that can help shape your path. I’ve been lucky to participate in several national digital-first cohorts, including the Digital Culture Accelerator (three times!), the PBS Digital Immersion Program and the Digital Transformation Program — all of which have been incredibly beneficial.
Advice for public media leaders: Your institutional knowledge is gold, but don’t let it be restrictive. Adaptability is one of the most powerful leadership traits. I attribute so much of my success to the leaders at my station who mentored me, embraced my ideas and helped me hone my skills.
