About
Shay Mendes
Marketing Director · CBS Affiliate wbtv Charlotte · Gray Media
"Media isn't just my career. It's my craft."
Shay Mendes is a multifaceted C-suite executive at Gray Media whose career spans the full spectrum of media — from linear television to digital strategy, commercial production to full-feature documentaries. As Marketing Director of the CBS affiliate wbtv Charlotte, she leads with a rare combination of creative vision and business acumen.
Philosophy
The Philosophy
Great media doesn't just reach people — it moves them. Shay's approach starts with a simple question: what does this audience need to feel? From that answer, everything else follows — the strategy, the creative, the platform, the story. It's a process built on two decades of listening, iterating, and delivering results that matter.
Expertise
Areas of Mastery
Brand Architecture
Building identities that resonate across every touchpoint — from on-air packaging to social presence.
Linear Marketing
Driving ratings and audience loyalty through strategic, emotionally resonant campaigns.
Commercial Production
Full-service production from concept through post — spots that stop the scroll and earn attention.
Documentary Production
Long-form storytelling that builds trust, earns awards, and creates lasting cultural impact.
Digital & Social Strategy
Platform-native content that builds loyalty with new and emerging audiences.
Executive Leadership
C-suite experience leading cross-functional teams, managing budgets, and delivering results at scale.
Ready to Collaborate
Work Together
Whether you're building a brand, launching a campaign, or telling a story that needs to be heard — let's talk.