Former iHeartMedia Executive Joins Cumulus Media in Salt Lake City

Joyce Wirthlin takes on VP and Market Manager role at Cumulus Media's five-station cluster in Salt Lake City.

Apr. 2, 2026 at 11:37am

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Cumulus Media has appointed former iHeartMedia Salt Lake City Market President Joyce Wirthlin as VP and Market Manager for its own five-station portfolio in the market. Wirthlin previously served as the Senior Vice President of Sales at iHeart's Salt Lake City cluster before becoming Market President in 2025, a role she held until being let go in Q4 layoffs. Her new position at Cumulus represents a 'full-circle moment' as she returns to the company where she started her career in the Salt Lake City radio market.

Why it matters

This move represents a significant shift in the Salt Lake City radio landscape, with a high-profile executive leaving one of the market's largest radio groups to join a competitor. Wirthlin's experience and relationships in the local market will be valuable assets for Cumulus as it looks to grow its presence and compete more effectively against iHeart and other players.

The details

Wirthlin will oversee Cumulus Media's five-station cluster in Salt Lake City, which includes KBER 101, 93.3 The Bull, B98.7, Power 94.9/101.9, and 860 KKAT. In addition to managing the radio stations, she will also be responsible for Cumulus' digital marketing services for local advertisers in the market.

  • Wirthlin previously served as the Senior Vice President of Sales at iHeart's Salt Lake City cluster.
  • She became the Market President at iHeart in January 2025.
  • Wirthlin was let go from iHeart in Q4 layoffs.

The players

Joyce Wirthlin

Former iHeartMedia Salt Lake City Market President who has been named VP and Market Manager for Cumulus Media's five-station portfolio in the market.

Dave Milner

Cumulus Media President of Operations, who praised Wirthlin's experience and relationships in the Salt Lake City market.

Cumulus Media

The radio broadcasting company that has hired Joyce Wirthlin to lead its five-station cluster in Salt Lake City.

iHeartMedia

The radio broadcasting company that previously employed Joyce Wirthlin as Market President in Salt Lake City.

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What they’re saying

“Joyce is an experienced market leader with deep relationships across Salt Lake City, enabling her to bring sharp local insight and credibility to every client partnership. She excels at delivering integrated marketing solutions, helping clients leverage our multi-platform strategies that maximize the combined power of audio and digital to drive results. Joyce will be a tremendous asset to our Salt Lake City team and a growth catalyst for our clients.”

— Dave Milner, Cumulus Media President of Operations

“I am honored to lead the talented team at Cumulus Media Salt Lake City…By pairing our audio platforms with our digital marketing suite, we are uniquely positioned to deliver incredible ROI for our partners. I look forward to leveraging these resources to drive meaningful results and lead this exceptional team into its next era of success.”

— Joyce Wirthlin

What’s next

Wirthlin will begin her new role at Cumulus Media's Salt Lake City cluster immediately, where she will be tasked with growing the company's presence in the market and delivering results for local advertisers.

The takeaway

This move represents a significant shift in the Salt Lake City radio landscape, as a high-profile executive leaves one of the market's largest radio groups to join a competitor. Wirthlin's experience and relationships in the local market will be valuable assets for Cumulus as it looks to compete more effectively against iHeart and other players.