Senior Director of Strategy & Audience Pamela Johnston
As FRONTLINE’s Senior Director of Strategy & Audience, Pam plays a crucial role in building audience, brand, buzz, membership and sustainability for PBS’s iconic investigative journalism series.
Pam is an award-winning multimedia strategist who is obsessed with creating world-class content that reaches audiences natively across platforms in ways that are imaginative, engaging and memorable.
Pam oversees everything that touches FRONTLINE’s brand, including social media, marketing, publicity, live events, advertising and strategic partnerships. Her efforts have resulted in tremendous growth across key platforms. Her creative leadership and strategies have helped to earn multiple honors and distinctions for FRONTLINE, including 2017 & 2018 People’s Voice Webby Awards for best social media content in the highly competitive news & information category.
Prior to joining FRONTLINE, Pam built and led the new media team at the world-renowned Lahey Health System. Before that, she was Vice President of Member Experience at Gather.com, overseeing editorial, marketing and member support for the cutting-edge social media start-up.
Prior to her career in digital media, Pam spent 16 years in local TV news. She quickly rose through the ranks, working as a reporter, producer, executive producer and news director. As news director at Boston’s WLVI, Pam led a news team of more than 50 people. She is proud to be the recipient of various news awards and accolades including multiple regional Emmy awards and inclusion in Boston Magazine’s Most Powerful Women list.
Pam holds a B.S. in communications from Syracuse University. She resides in Marlborough, MA with her family and is an active supporter of The Jimmy Fund, Rosie’s Place, and Cradles to Crayons.