Rumba 97.7/Boston Names Eliseo ''Short-E'' Cierra as PD

RADIO ONLINE | Tuesday, November 7, 2023 | 11:13am CT

Eliseo ''Short-E'' Cierra

Eliseo "Short-E" Cierra will take the helm as Program Director of WZRM-FM (Rumba 97.7) in Boston, effective immediately. Cierra started his radio career as an intern at KMEL in San Francisco, working his way up to air personality. After a few stops at multiple Sacramento radio groups, Cierra earned his Music Director stripes before heading to Fort Myers-Naples to become Program Director at WBTT and WZJZ.

"I've been a fan of Short-E for a long time and know that his energy, passion and leadership will allow him to thrive as Rumba's Program Director in Boston's vibrant, growing Latin community," said iHeartMedia Boston Senior Vice President of Programming Dylan Sprague. "We've seen incredible growth in Rumba's first two years, and we anticipate more success under Short-E's leadership."

"I couldn't be more humbled to join an amazing and legendary team at iHeartRadio in Boston," added Cierra. "Rumba 97.7 has a strong familia and I'm excited to join the fiesta and experience the Latin community that I've heard so much about. Viva Rumba en Boston."

Rumba 97.7's former Program Director Antonio "Tony Banana" Rodriguez remains with iHeartMedia and will transition to a position to be announced at a later date.