Leading with Purpose

Vyve’s Commitment to Rural Broadband

When I stepped into the role of Chief Operating Officer at Vyve Broadband, I did so with a deep sense of responsibility to our customers, our employees, and the communities we serve. Vyve has always been rooted in rural America, and that foundation shapes every decision we make. It is not just about delivering fast Internet. It is about delivering on a promise, connecting people to opportunity, information, education, and each other.

Our role in the broadband ecosystem is both broad and deeply personal. The headlines often focus on big cities, but our work is in places that are often overlooked. These are small towns, farming communities, and neighborhoods where access to reliable broadband is more than a convenience. It is a lifeline. From the beginning, Vyve has been intentional about investing in these areas and building infrastructure that supports growth and stability. We have worked to ensure our networks are not only fast and reliable but also ready to scale as technology evolves.

Over the past year, my role has allowed me to connect every aspect of our business, including marketing, sales, operations, and customer care, into a cohesive strategy that supports that mission. We have launched targeted win back campaigns in markets where we know we need to rebuild trust, and we have done so by listening to customers and acknowledging when we needed to do better. We have created new entry level programs like Vyve Essential Connect, designed for those on fixed incomes, so that cost is never the barrier to connection. We have also made it easier for people to get those offers by streamlining our processes and training our employees to guide customers through them.

Internally, we have worked just as hard to ensure our teams have the tools and support they need. We have built playbooks and incentive programs that help employees see the direct impact they have on growth and retention. We have aligned our field technicians, contact centers, and retail offices so that no matter how a customer reaches us, they feel the same level of care and urgency. That alignment does not happen overnight. It takes ongoing communication, a willingness to hear feedback, and a culture that values collaboration.

The broadband industry is evolving quickly, with fiber expansion, managed Wi-Fi, and AI-driven tools transforming how we deliver and support services. But innovation only matters if it reaches the people who need it most. In rural markets, that means making thoughtful decisions about where and how we deploy new technology. It means considering workforce readiness, local regulations, and the day-to-day realities of customers who rely on us to work, learn, and connect from their homes.

I have had the privilege of seeing firsthand what happens when we get it right. I have sat in living rooms and heard the relief from families who can finally stream classes without buffering. I have watched business owners in small towns light up when they realize they can compete on a larger scale because we have delivered the speeds and reliability they need. Those moments remind me why our mission matters and why every operational decision, no matter how small, carries weight.

As we look to the future, I believe the path forward lies in staying true to our roots while continuing to innovate. Rural communities deserve the same level of service, speed, and reliability as any major city. At Vyve we are committed to making that a reality. My role as COO is to keep driving that vision forward, connecting people, empowering our teams, and ensuring that Vyve remains a company that rural America can count on.

Melanie Hannasch,

Chief Operating Officer,

Vyve Broadband

Melanie Hannasch is the Chief Operating Officer of Vyve Broadband, where she oversees customer care, field and retail operations, and drives companywide initiatives to deliver fast, reliable service in rural communities. With a career spanning marketing, sales, and operational leadership across major broadband providers, she is known for building high‑performing teams and transformative processes. Melanie was recently recognized among the most powerful women in the cable industry.

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