The strategic plan provides the foundation for PBS39’s future as a vital community resource for transformative change through collective impact in key areas: education, economic development, health care, civic responsibility, and arts & culture.  The plan also defines a future where PBS39 is the preeminent source of objective analysis and coverage of important community issues, and a provider of compelling content to the majority of the Lehigh Valley.

“We announced our new strategic plan in January of 2017, which was tied to the launch of

our 50^th Anniversary year. Since then, we’ve worked tirelessly to deliver on the plan’s objectives and community engagement strategy,” said Tim Fallon, CEO of PBS39. “This restructuring is in line with a series of planned steps to ensure that we fulfill our new vision: a community that is inspired, engaged and vibrant.”

PBS39 has hired Yoni Greenbaum in the role of Chief Content Officer, Jim Macdonald as Director of Marketing, and has promoted Dr. Teri Haddad to Chief Learning Officer.  Haddad was previously the Senior Vice-President of Education and Production.

Yoni Greenbaum is a veteran in content development and digital strategy, previously serving as Vice President and General Manager of Digital Operations at Philly.com, and most recently, Director of Integrated Media at NBC-10 (WCAU) and Telemundo 62 (WWSI) in Philadelphia. Greenbaum has received multiple awards for his team’s community-based projects and investigative reporting, and has developed digital initiatives to enhance the capabilities of staff members and increase the reach and timeliness of important news stories.

“PBS39 is an impressive community asset with a storied history of public media service,” said Greenbaum, who has been charged with realigning the organization’s resources to increase the production of hyperlocal content.  As the Chief Content Officer, he will also be responsible for developing a digital-first news division with a focus on objective, fact-based journalism, while redefining PBS39’s content distribution strategy.  “I look forward to building on the organization’s success by positioning PBS39 as a trusted source for information, while engaging the people of the Greater Lehigh Valley with great storytelling, and compelling content.”

Jim Macdonald, the new Director of Marketing at PBS39, is a Lehigh Valley native with a long history in the regional marketing scene. After working at Mack Trucks for over a decade, Macdonald started an independent marketing consulting company, which grew into JX2 Technologies, a digital agency with clients throughout the country. JX2 merged with 3Seed Marketing/Design/Interactive in 2014, where Jim served as a managing partner for almost three years, guiding the digital strategies of the company and strengthening client relationships.

“This is an incredibly exciting time for PBS39, and for me personally,” said Macdonald. “We have an opportunity to positively impact the wellbeing of the Lehigh Valley community, and I am proud to be a part of it.”

Teri Haddad, Ed.D., has a long history with PBS39, having spent over eight years with the organization. Teri and her team work to develop both regional and state-wide programs to enhance learning for students from preschool through higher education. Haddad previously served as CEO and Creative Director at eMediaWorks, partnering with the PA Department of Education and other organizations to develop educational media for teachers and students. She has been the recipient of numerous awards for her work, including 9 Emmy Awards.

“I am very excited to know that we can create long-lasting, constructive changes in the lives of students in the Greater Lehigh Valley and beyond,” said Haddad. In her new role she is responsible for leading the efforts of the statewide PA Media Partners for Education. This group consists of the six public television stations across the state.  “The WLVT 3.0 initiative expands the breadth and depth of our educational outreach significantly.”