Jim Lyke Returns to SBS as AIRE Executive VP

RADIO ONLINE | Wednesday, February 25, 2026 | 4:33pm CT

Jim Lyke

Spanish Broadcasting System has appointed Jim Lyke as Executive Vice President of Network Radio and National Digital Sales for AIRE Radio Networks, marking his return to the company nearly a year after departing for a role at Nueva Network.

Lyke previously served as Senior Vice President of Network Audio Sales at SBS from November 2018 until March 2025. In his new role, he will oversee all network and national digital revenue operations for AIRE Radio Networks. His responsibilities include leading integrated national revenue strategy, driving agency development, strengthening advertiser relationships.

He will also co-lead the Network division alongside Carolina Patino, Executive Vice President of Operations, aligning revenue strategy with operational execution to optimize performance and expand the network's national footprint.

Lyke brings more than 20 years of experience in Hispanic media sales. Most recently, he served as Senior Vice President at Nueva Network. His previous roles include executive leadership positions at Entravision Communications, where he was Executive Vice President of Network Audio and Integrated Marketing Solutions, as well as earlier positions with ABC Radio Networks and Citadel Media focused on Hispanic sales.

SBS Chairman and CEO Raul Alarcon Jr. said Lyke's return represents "a powerful step forward" for AIRE Radio Networks, citing his experience in national audio and digital strategy as the company continues to expand its national reach and invest in digital growth.