As we reported in our movements section last week, Donna Puechmarin has just been appointed the first female Content Director of 2Day FM since Cherie Romaro.

So we asked Cherie Romaro what advice she has for only the second female to have that role since 1989.
 
Cherie Romaro now operates an international consulting company which works with radio and tv broadcasters around the world. She was the inaugural Program Director of Triple M Sydney when it launched in 1980, then moved to the same role at 2Day. After leaving the Austereo network she took on the role of Group PD at ARN.  Program Directors are now generally called Content Directors, to reflect the expanded multi-media content role they undertake.
 
Romaro says “it’s wonderful” that Donna has been appointed and gives her this woman to woman advice:

• Think carefully before acting and take wise advice
• Don’t try and act like a man
• Be true to yourself and treat people the way you would like to be treated
• Don’t be afraid of making hard decisions, but make sure they are the right decisions and delivered with sensitivity

“You have to keep one step ahead in that sort of job… keep learning, and listen a lot,” says Romaro.
 
“Just because she’s a woman, doesn’t mean she’s a token woman… If she got a job like that she must have got it on her merits. I know the SCA team well and she would have been appointed in the role because she has earned it.”
 
What’s the first thing Donna should say to Kyle?
 
“I’m sure she knows him and already has his measure… I wouldn’t try and clip his wings, what he brings to the network is a very strong presence. He has grown, he’s more responsible now, but hasn’t lost the cutting edge…
 
“While she is CD of 2Day, Kyle is also a network personality, so she will have strong support from her Group Content Director and Management.”
 
What advice does Cherie wish someone gave her when she was at this stage of her career?
 
“I wish I knew that advice about making hard decisions earlier. I think you have to be honest with the people you are working with. I would soften the truth, but in the end that was more damaging because I was not being direct. That meant sometimes I hurt people unintentionally along the way.
 
“I tried to make them feel good, when really I should have been saying ‘ this is not going to work…’  I have regrets about that.
 
“To be direct with sensitivity is much better. In the end you earn more respect that way. I didn’t have a female mentor to tell me that then, I had to learn it the hard way in the middle part of my career.”
 
 
Just for fun, Cherie sent us an old clipping from her time at 2Day FM.  Cherie’s contacts are listed below.