iHeartMedia Boston announced today that Eliseo “Short-E” Cierra will take the helm as Program Director of Rumba 97.7, #1 para Reggaeton y Variedad en Boston, effective immediately. iHeartMedia Boston has a strong cross-platform presence and includes a number of iconic brands and franchises — both broadcast and digital — encompassing more than eight stations comprised of music, talk and news formats.
iHeartMedia has the leading consumer reach and influence across multiple platforms and delivers more live programming than any other media company. As Program Director, Cierra will be responsible for Programing and Brand Leadership of Rumba 97.7. He will report to Dylan Sprague, Senior Vice President of Programming for iHeartMedia Boston.
“I’ve been a fan of Short-E for a long time and know that his energy, passion and leadership will allow him to thrive as Rumba’s Program Director in Boston’s vibrant, growing Latin community,” said Dylan Sprague, Senior Vice President of Programming for iHeartMedia Boston. “We’ve seen incredible growth in Rumba’s first two years, and we anticipate more success under Short-E’s leadership.”
Cierra started his radio career as an intern at 106 KMEL in San Francisco, working his way up to on-air personality. After a few stops at multiple Sacramento radio groups, Cierra earned his Music Director stripes before heading to Fort Myers/Naples to become Program Director at WBTT & WZJZ.
“I couldn’t be more humbled to join an amazing and legendary team at iHeartRadio in Boston,” said Cierra. “Rumba 97.7 has a strong familia and I’m excited to join the fiesta and experience the Latin community that I’ve heard so much about. Viva Rumba en Boston!”
Rumba 97.7’s former Program Director Antonio, “Tony Banana” Rodriguez remains with iHeartRadio and will transition to a position to be announced at a later date.
iHeartMedia is the leading media outlet in the Boston market with multiple platforms, including its broadcast stations; live events; data; and its digital businesses and platforms, including
mobile, social and its own iHeartRadio, iHeartMedia’s free all-in-one digital music, podcasting
and live streaming radio service – with 3 billion app downloads and more than 160 million registered users.
