New leadership to centralise 6PR’s Perth operations
Tapt Media has created a new role in Perth, appointing Kristy Mansfield as General Manager of 6PR Perth. The move sees commercial, audience and community responsibilities brought together under one local executive, with all Perth-based staff now reporting directly to Mansfield. The appointment also gives her a seat on Tapt Media’s Executive Leadership Team.
The role is newly established by Tapt Media as part of a broader push to strengthen local market capability and drive growth across audience, commercial partnerships and community engagement. Mansfield brings more than two decades of experience in Australian radio and media to the position, including a 15-year tenure at Southern Cross Austereo.
Responsibilities and background
In her new capacity, Mansfield will retain responsibility for revenue while taking on accountability for audience strategy, growth initiatives and community engagement across 6PR’s Perth operation. The appointment centralises operational accountability in Perth and is designed to accelerate market responsiveness by unifying editorial, commercial and operational leadership.
- Role: General Manager, 6PR Perth (newly created)
- Reporting: All Perth-based staff will report directly to Mansfield
- Executive level: Mansfield joins Tapt Media’s Executive Leadership Team
- Experience: Over 20 years in media; 15 years with Southern Cross Austereo; former General Manager at UnLtd Perth; former Direct Team Leader at Nova Entertainment Perth; represented ATN with Jetstream Media
“Perth is a highly distinct, fast-moving market that responds to dedicated local presence. Unifying our operational, content, and revenue leadership under a single local structure gives us the agility to move quickly, serve our audience with intent, and deliver greater value for our commercial partners,”
Mansfield made the remark on taking up the new role, stressing the importance of a local, unified leadership structure in responding to the particular characteristics of the Perth market.
Organisational view and strategic intent
Tom Malone, Chief Executive Officer of Tapt Media, said the company was pleased to elevate Mansfield to the new role and to add her voice to the national executive team. He framed the appointment as part of an approach to strengthen commercial integration and back strong local leadership in each market.
The restructuring signals an emphasis on combining audience development with revenue delivery — a common strategy among media groups seeking to tie programming and local engagement more closely to commercial outcomes. By placing a single manager in charge of the Perth operation, Tapt Media aims to reduce organisational friction between departments and improve the operator’s agility.
| Aspect | Detail |
|---|---|
| Employer | Tapt Media (6PR Perth) |
| New role | General Manager, 6PR Perth |
| Key remit | Revenue, audience strategy, growth, community engagement |
| Reporting | All Perth-based staff to Mansfield; role on Tapt Media ELT |
What this means for listeners and commercial partners
For listeners, the move promises a locally focused leadership intent on tailoring content and engagement to Perth’s market dynamics. For commercial partners, Tapt Media says the consolidation is intended to deliver “greater value” through tighter integration between commercial and content strategies.
While the appointment is specific to the Perth market named in the company release, the structural choice — elevating a single local manager with executive representation — follows a wider industry trend of media groups seeking to strengthen market-level decision-making as they respond to shifting listener habits and revenue models.
The organisation’s public statements emphasise speed, local presence and integrated leadership as the principal drivers behind the change. Mansfield’s long tenure in Australian radio and prior leadership positions in Perth were highlighted by Tapt Media as evidence of her suitability for the newly formed role.
The appointment takes effect immediately, and Mansfield will lead the Perth team as Tapt Media looks to build the next phase of growth for 6PR in the market.
