Media 2025: SWAIN, JAYME

Swain leads VPM, a network of television, radio and digital media outlets across Central Virginia and Shenandoah Valley that reaches nearly 2 million people. The foundation manages its endowment.

Before joining VPM in 2019, Swain spent nearly a decade as senior vice president of strategy and operations at the Arlington- based Public Broadcasting Service. With more than 20 years of media experience, Swain has developed content, digital products and social media strategies for PBS, CNN, FOX Sports, U.S. News & World Report and other recognizable brands.

A University of Virginia graduate, Swain serves on the boards of ChamberRVA and the Community Foundation for a greater Richmond. She is in her second three-year term on the PBS Board of Directors. VPM began construction on its 53,000-square-foot headquarters in downtown Richmond in August 2024 and expects to move from its roughly 60-year location in Chesterfield County in early 2026.

WHAT PEOPLE WOULD BE SURPRISED TO LEARN ABOUT ME: I’m a competitive swimmer and occasional triathlete.

NEW LIFE EXPERIENCE: In January, I spent a week in South Africa on safari. Being up close with wild animals in the breathtaking landscape was awe-inspiring.

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