HERstory
In the spirit of Women’s History Month, the story of Jennifer Ferro stands as a testament to the power of mentorship from strong women at Santa Monica College’s KCRW radio station. As President and CEO of KCRW, Ferro leads one of Los Angeles’ most influential cultural institutions, and NPR affiliate.
Yet, Ferro’s path to the top started with humble beginnings. Her career began as a volunteer rather than a formal title.
“I feel like when you’re in that young period of your life or career, everything feels mysterious,” she said. “The path is really unclear when you are pursuing things that aren’t conventional.”
What started as an entry point into public radio became a decades-long career shaped by observation, mentorship and adaptability.
“If you don’t get the fancy internship, just concentrate on really making relationships,” Ferro said. “It’s all a learning journey, you never know where you’re gonna end up.”
Ferro’s rise is deeply tied to the legacy of her mentor, Ruth Seymour. A woman Forbes magazine described as a “powerhouse” and KCRW’s first General Manager.
Seymour left a lasting imprint on Ferro.
“The very first pioneer was Ruth Seymour,” Ferro said.
Seymour transformed KCRW from a modest college radio workshop broadcasting SMC’s football games, and, at times, “dead-air,” into a globally respected platform known for Morning Becomes Eclectic, in-depth news and award-winning content.
KCRW’s early days served as a training ground for returning World War II servicemen.
When Seymour took over KCRW, it was operating under bare-bones conditions. The station had “one broken typewriter and three chairs — one of which had only three legs,” Ferro said.
Seymour saw potential where others might have seen limitations.
“She had this vision of programming the radio station with this intellectual curiosity that she had,” Ferro said.
Ferro became Seymour’s assistant, a role she described as a “lesser than title.” However, a mentor told her, “You may not be at the table, but you’re in the room.”
“I learned so much from her, both how to do things and how not to do things, because she let me see all of it.”
Ferro’s leadership style today reflects those lessons. She said learning what sacrifices need to be made to make things “truly excellent” takes time to develop.
KCRW’s Vice President Kim Ishikawa can attest. Ferro “has helped shape KCRW into a place that truly serves its community, where curiosity, culture, and meaningful human connection come first,” she said.
Living in an era dominated by digital communication, Ferro says “the hardest part about leading anything is managing people,” emphasizing how in-person interaction is essential for a strong workplace.
“It’s more hurtful to not be honest. You don’t have to be brutally honest, but you have to be clear,” she said. “It takes way more courage to be honest to someone face to face.”
Ferro remembers the lore of KCRW’s original building on SMC’s main campus. A time when well-known artists, such as Chris Martin, would wind their way towards The Cayton Center, blending seamlessly with student life.
Back then, the station was in “the basement” and collaboration wasn’t optional, it was inevitable. “You overheard everything. You knew what was going on,” Ferro said. “We were forced to, because we had no space.”
Despite its cramped quarters, Ferro sometimes misses the camaraderie that the environment cultivated.
Today, KCRW operates out of a multi-level facility at SMC’s Center for Media and Design campus — a shift Ferro described as “monumental.” The new space reflects the station’s milestone and continues to evolve while staying rooted in its campus origins.
As Women’s History Month prompts reflection on leadership and legacy, Ferro’s journey highlights an enduring truth: one woman’s success causes a ripple effect.
“Seeing a woman at the helm of an organization like this matters deeply,” Ishikawa said. “Not just for representation, but for the kind of leadership it makes possible.”
Ishikawa says Ferro’s story has served the broader collective.
“Jennifer has always been an inspiration to me, not just because she started at KCRW as a volunteer and rose to become President, but because she leads with such a clear and unwavering sense of purpose.”