Gray Media, Inc. has appointed Shalayna Valencia as the new General Manager and Director of Sales for KOSA-TV, its CBS affiliate in Odessa, Texas—a move that reflects the company’s continued focus on cultivating proven local leadership amid an evolving media landscape.

With over two decades of experience in broadcast and digital advertising, Valencia’s appointment signals a push toward stronger cross-platform strategies for Gray’s West Texas properties, where local storytelling and market familiarity remain essential.

“Shalayna is a dynamic and accomplished leader with deep roots in West Texas and an exceptional track record across broadcast and digital sales,” said a company spokesperson. “Her strategic mindset and people-first leadership style are a perfect match for KOSA’s next chapter.”

A Career Built on Community and Cross-Channel Growth

A native of Levelland, Texas, Valencia is no stranger to the Permian Basin media scene. She began her career as an Account Executive at KWES in Midland/Odessa before rising through leadership roles at Townsquare Media, where she served as Market President, and more recently at Hearst, where she led as Digital Sales Director.

Valencia has been widely recognized for her ability to drive results while cultivating high-performing, community-centric teams. Her arrival at KOSA comes at a time when local broadcasters are navigating the increasing intersection of traditional TV and digital engagement—with stations expected to deliver not just viewership, but integrated audience experiences across web, social, mobile, and OTT.

“I’ve always believed in the power of local media to uplift communities and inform citizens,” Valencia shared in a prepared statement. “This opportunity to return home and lead one of the most trusted local brands in the region is both humbling and exciting.”

The Broader Play: Gray Media’s Hyperlocal Focus

Valencia’s appointment aligns with Gray Media’s national strategy of empowering local stations with autonomy, innovation, and accountability. As the largest owner of top-rated local television stations in the U.S., Gray serves 113 markets—and in 78 of those, it owns the #1-rated TV station.

This hyperlocal dominance is bolstered by a robust portfolio that includes:

• Gray Digital Media, a full-service digital agency

• Leading Spanish-language affiliates, with the largest Telemundo group in the country

• Production arms like Raycom Sports and Tupelo Media Group

• Studio facilities including Assembly Atlanta and Third Rail Studios

While national media brands chase scale through programmatic and streaming, Gray’s model is about deepening its local advantage—and that means investing in the right leaders for the right markets.

“When you combine Shalayna’s West Texas roots with her expertise in digital and broadcast growth, you get a leader uniquely capable of connecting with both audiences and advertisers in a meaningful way,” the company added.

Why It Matters

With linear television viewership continuing to evolve, and digital-first consumers increasingly fragmented across platforms, local stations face rising pressure to do more than broadcast news. They must deliver integrated marketing solutions that work across Google, Meta, CTV, and traditional channels. Valencia’s mix of small-market insight and digital acumen positions her to build revenue while preserving editorial integrity—a delicate but essential balance in local journalism.

Her leadership also represents an important signal that Gray is doubling down on trusted talent to lead in a time of massive industry transformation—where AI tools, first-party data, and omnichannel reach will decide who survives and who fades.

Gray Media, Inc.

Gray Media, Inc. (NYSE: GTN) is the largest owner of top-rated local television stations and digital assets in the United States, serving 113 television markets and reaching approximately 37% of U.S. households. The company operates leading Spanish-language and English-language broadcast brands, along with a growing portfolio of digital and video production businesses. Headquartered in Atlanta, Georgia, Gray is committed to empowering communities through journalism, innovation, and local leadership.

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