Baiba Zūzena brings over 20 years of experience in strategic management, media transformation and organizational development. Before joining the public service media sector, she spent a decade leading TV3 Group Latvia, where she successfully guided large-scale transformation and merger processes within one of the region’s major commercial media groups. Since 2025, Baiba has been Chief Executive Officer of Latvian Public Media (LSM) — the newly established national public broadcaster of Latvia, created through the unification of Latvian Television and Latvian Radio. She is leading this historic transformation to build a single, future-oriented public media organisation, focused on digital innovation, efficiency, and a strong, audience-centred mission. Under her leadership, LSM is working to redefine what a modern public service media organisation can be: trusted, creative, and deeply relevant to all audiences in Latvia — while remaining agile and resilient in a fast-changing media landscape.
