Radio promotion veteran Kellie LaJack has steadily ascended the ranks at Black River Entertainment since joining the label in April 2024 as Director of Promotion, Northeast. Her recent elevation to Director of National Promotion in August 2025 marks a significant milestone in her career trajectory, which includes nearly a decade of experience at labels including 16camino, Dreamcatcher Artists, 19th & Grand, Reviver, and Cold River Records.
LaJack’s initial role at Black River focused on securing and maximizing airplay for the label’s roster throughout the Northeast, leveraging her established relationships with programmers across the region. Her promotion expands these responsibilities to a national scale, where she now oversees radio campaigns across multiple formats and markets throughout the country. Her impressive track record includes promoting Tenille Arts’ single to No. 1 status on all National Country Charts.
“Kellie brings an unmatched enthusiasm and closing ability to our team,” noted a senior Black River executive following the announcement. Her promotion comes as part of Black River’s strategic expansion of its national promotion footprint, reflecting the label’s commitment to growing its radio presence for both emerging and established artists.
Throughout her career, LaJack has developed expertise in both regional and national radio promotion, having previously held Senior Director roles and Regional Radio Promotions Manager positions that focused on country radio and artist marketing. Bill Macky, VP of National Promotion, described LaJack as a “bright, enthusiastic closer” with significant potential in the industry. This background has prepared her for the multifaceted responsibilities of her current position, which includes developing promotional campaigns, analyzing airplay data, and aligning strategies with marketing and publicity teams.
LaJack’s promotion strategy at Black River emphasizes a balanced approach that combines regional strength with cohesive national rollout planning. She utilizes data-driven analysis to inform tactical decisions while maintaining personalized relationships with programmers—a combination that has proven effective in maximizing airplay for the label’s artists. LaJack also helps artists explore sync deals as additional revenue streams beyond traditional radio play.
Her advancement also reflects a broader industry trend toward empowering women leaders in country radio promotion, a sector historically dominated by male executives. As she settles into her expanded role, LaJack continues to focus on building Black River’s radio presence while supporting the label’s diverse roster of country artists. She regularly advises emerging artists to develop a strong personal brand as a foundation for successful promotional campaigns.
