NEW YORK — Craig Robinson, president and general manager of KNBC, the NBC-owned television station in Los Angeles, officially began his new role as executive vice president/chief diversity officer for NBC Universal on Aug. 19.
He takes over the role from Paula Madison, who retired from NBC Universal in May, and reports directly to CEO Steve Burke. He is continuing to serve as KNBC’s general manager until a replacement is named.
“I was always taught to appreciate diversity and celebrate the multicultural environment of Los Angeles,” says Robinson, who is of Chinese and African American descent. “These experiences have shaped much of who I am today and will be invaluable as I take on this new role.”
As chief diversity officer, Robinson will help define, enable and foster a corporate culture that values diversity of talent, ideas, values and backgrounds across all parts of the company. He will act as the main liaison between NBC Universal and key national and local figures and will oversee the company’s diversity commitments, working closely with senior executives to promote these efforts throughout the organization.
Robinson will also be instrumental in guiding the company’s multiple internal affinity groups, and he will serve as a member of Comcast and NBC Universal’s Joint Diversity Council.
In making the announcement earlier this month, Burke said, “Diversity is one of our company’s biggest priorities, and I’m pleased that we could look within our own ranks and tap an accomplished leader like Craig to fill this important role. Craig has been actively involved in many of our diversity programs and his understanding of our company, its people and its culture will be invaluable as we continue our work to establish NBC Universal as a leader in this area.”
As KNBC’s general manager, Robinson oversaw all aspects of the television station inuding news, sales and community relations. He was promoted to that position in 2008 after serving as the station’s executive vice president of operations and digital strategy for one year. Prior to that, Robinson was president and general manager of WCMH-TV, the NBC affiliate in Columbus, Ohio, for five years. Previous roles include serving as the vice president of sales for WRC, NBC’s television station in Washington, D.C., and local/national sales manager of KCBS-TV in Los Angeles.
Robinson is active in the Asian Pacific Americans @NBCUniversal, Black Professional Alliance and Out @NBCU employee groups. He has also been a long-time supporter of the National Association of Black Journalists (NABJ), Asian American Journalists Association (AAJA) and National Association of Hispanic Journalists (NAHJ). In addition, he has served as a Campaign Cabinet member for the United Way of Greater Los Angeles since 2010.
Robinson’s interest in public service was sparked at an early age by his parents. His mother was born in L.A.’s Chinatown and retired after a long career working for Los Angeles County; his father was one of the first African American investigators for the Fair Employment Practices Commission (FEPC). He was raised in the Echo Park district of Los Angeles, and graduated from UCLA with a degree in political science.