WDFL-TV Appoints Dawn Watts as Chief Strategy Officer to Lead Strategic Growth Across South Florida

WDFL-TV has appointed media executive Dawn Watts as Chief Strategy Officer, strengthening the station’s leadership team as it advances its strategic growth and long-term market positioning across South Florida.

Watts brings more than two decades of executive experience in media analytics, enterprise transformation, global operations, and strategic growth. Her appointment reflects WDFL’s focus on data-driven programming, cross-platform monetization, and scalable operational strategy as the region continues to attract national and international attention.

Prior to joining WDFL-TV, Watts held senior leadership roles at Nielsen, the global authority in television and radio audience measurement. During her tenure, she led international operations, consumer research methodology, and broadcast analytics initiatives supporting both domestic and global media markets.

She began her career in the industry at Scarborough Research, contributing to Media Rating Council-accredited audience measurement studies across more than 100 U.S. media markets.

In her new role as Chief Strategy Officer, Watts will oversee enterprise-wide strategic planning, programming optimization, sponsorship integration, digital expansion, and cross-platform growth initiatives. The role is designed to strengthen WDFL’s competitive position and align programming and partnerships with evolving audience trends.

“Dawn brings the strategic clarity and audience expertise required to align programming, sponsorship, and growth initiatives as we expand WDFL’s footprint in the South Florida market,” said Don Wiggins, President of the South Florida Market.

Francois Leconte, Chairman of Findal Media, added that Watts’ background in audience analytics and strategic positioning will help drive sustainable growth.

“Her experience in audience analytics and strategic positioning supports WDFL’s commitment to responsible expansion, stronger advertiser alignment, and sustainable revenue growth,” Leconte said.

Beyond her corporate leadership, Watts is actively involved in the South Florida community. She serves on the Broward County Office of Economic and Small Business Development Advisory Board and chairs the Executive Board of the American Cancer Society in Broward County.

Watts is also the Chief Executive Officer of DW Consultants and founder of The Watts Foundation, initiatives focused on strengthening public-private collaboration and community engagement across Broward County. She is actively involved with Junior Achievement of South Florida and is a member of the Circle of Wise Women in Education, supporting youth entrepreneurship, workforce development, and leadership development initiatives throughout the region.