Sheena Autin
Assistant News Director at WFAA | Storyteller | Strategic Planning | Media Relations | 7x Emmy Award Winner
- Role
- Assistant News Director at Wfaa
- Location
- Dallas, TX, US
- LinkedIn followers
- 500 followers
About Sheena Autin
I\'m a senior media and communications leader with more than 17 years of experience in high-stakes, deadline-driven environments. As Assistant News Director at WFAA in Dallas, I help lead one of the most dynamic newsrooms in the country — overseeing daily editorial strategy, live event execution, and the development of a creative, high-performing team.I specialize in clear messaging, brand storytelling, and strategic planning. Whether it’s managing coverage of major events, guiding internal communications during a crisis, or launching audience-focused initiatives, I bring calm leadership, collaboration, and sharp decision-making to every project.I’m also passionate about innovation and growth — from helping reporters develop their craft to piloting AI tools that streamline workflow and boost efficiency. Across all platforms, I believe in the power of strong communication to shape culture, build trust, and drive results.
Experience
Assistant News Director
Sep 2019 — Present · Dallas, TX, US
Strategic leader in a 24/7 content operation, managing editorial planning, team performance, and high-impact initiatives in a top-five media market.• Directly oversee 30 employees — guiding career growth, managing beat assignments, approving scripts, and facilitating training.• Drive brand messaging and audience strategy across multiple platforms, including the launch of new franchises and DEI-centered community engagement campaigns.• Lead execution of complex live events including elections, high-profile trials, and major sporting events — overseeing logistics, safety, budget, and content.• Provide calm, decisive leadership during crisis situations and breaking news — aligning internal communication, public messaging, and editorial decisions.• Helped grow key newscasts to #1 ratings position through research-based strategic planning, differentiated storytelling, and consistent performance coaching.
Education
Central Michigan University
Bachelor's degree, Broadcast and Cinematic Arts, Journalism
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