Podcast Summary: Ep. 253-MY PATH! CRO of Vox Media: 400M Followers & 36M Monthly Podcast Downloads🫨 Geoff Schiller

Podcast Title: Do This, NOT That: Marketing Tips with Jay Schwedelson
Host: Jay Schwedelson
Guest: Jeff Shiller, Chief Revenue Officer at Vox Media
Release Date: January 10, 2025

Introduction to the Episode

In Episode 253 of "Do This, NOT That," hosted by Jay Schwedelson, the spotlight shines on Jeff Shiller, the Chief Revenue Officer (CRO) of Vox Media. This episode inaugurates the new "My Path" series, which delves into the career journeys of successful individuals in sales and marketing, offering listeners invaluable insights into achieving professional success.

Guest Introduction: Jeff Shiller

Jay introduces Jeff Shiller, emphasizing his pivotal role at Vox Media—a powerhouse reaching 132 million people across platforms, boasting 400 million social media followers, and achieving over 36 million monthly podcast downloads. Jay humorously attributes Vox Media's success to Jeff, stating, “[Jay: …] it's all his fault.” [00:40]

Jeff’s Response:
Jeff downplays the credit, reciprocating Jay’s praise by calling him “a legend in the industry” and expressing excitement for the conversation. [01:36]

Jeff Shiller’s Role at Vox Media

Jeff outlines his responsibilities as the CRO at Vox Media, which encompass overseeing the entire advertising business. This includes:

• Advertising Formats: Display, video, audio media.
• Branded Content: Both written and multimedia formats.
• Long-form Projects: Documentaries and events.
• Podcast Network: Managing revenue across various podcast platforms.

He highlights his role in strategy, pricing, and packaging for all Vox Media brands. [02:27–03:09]

Career Path and Journey into Advertising

Jeff provides a candid look into his unconventional path to becoming the CRO of Vox Media. Initially passionate about entertainment, he ventured into advertising almost by chance. Reflecting on his early career:

• Education: Majored in Political Science at the University of Florida.
• First Job: Joined E. Online during the digital evolution era, despite having no prior knowledge of media metrics like CPM or impressions.
• Learning on the Go: Developed essential advertising skills while embracing his passion for creative content, such as great commercials and impactful campaigns.

Jeff mentions, “I just found that I loved the industry. I loved creative.” [02:27]

He charts his progression from a sales assistant at E. Online to his current executive role, emphasizing the nonlinear nature of career development in advertising. [02:27–07:12]

Skills and Success in Sales

Discussing the intricacies of sales, Jeff emphasizes that success hinges on inherent personal traits rather than scripted techniques:

• Likability: “Are you likable?” – Jeff underscores that being personable is fundamental in sales. [07:38]
• Storytelling: Ability to engage and communicate effectively.
• Curiosity: Asking insightful questions and listening more than talking.
• Authenticity: Highlighting the importance of genuine interactions over transactional approaches, referencing the authentic mentorship style of Mr. Miyagi versus rote learning from a manual. [07:38–09:16]

Jeff advises that while technical skills can be learned, passion for the role is irreplaceable. He states, “The passion really can't be taught.” [09:48]

Advice on Navigating Sales Careers

When asked whether to pivot out of a sales role if one doesn't enjoy it, Jeff offers nuanced guidance:

• Immediate Passion Match: If the role aligns with personal interests (e.g., someone passionate about media sales), dissatisfaction is immediate, signaling a potential pivot. [09:48]
• Skill Development: For those who love the field but struggle with results, Jeff recommends introspection and skill enhancement, such as improving questioning techniques and adopting a more investigative approach. [09:48–12:04]
• Red Flags: Lack of passion or resistance to feedback often leads to disengagement and eventual departure from the role. [09:48]

Hiring Criteria: What Jeff Looks For

Jeff delves into his hiring philosophy, focusing on behaviors and strategic thinking rather than superficial traits:

• Strategic Thinking: Candidates should demonstrate methodical planning and strategic aggression without being overbearing. [12:30]
• Authenticity Over Jargon: He warns against candidates who rely heavily on industry buzzwords without substantive understanding, stating, “If they mention those things and they say, this is how I go to market… my spider sense goes off.” [12:30–13:53]
• Action-Result Alignment: Jeff believes in the principle that “actions are equal to results,” emphasizing the importance of taking the right actions to achieve desired outcomes. [13:53]

The Role of Personal Branding in Hiring

Addressing the relevance of personal brands, Jeff offers balanced insights:

• Positive Aspects: Personal brands can be advantageous if they reflect genuine leadership and action, not just self-promotion. [14:26]
• Potential Pitfalls: Overemphasis on self-promotion without demonstrating leadership or execution can be a red flag. [14:26–15:38]

Jeff suggests that a strong personal brand should complement a candidate’s ability to lead and perform, rather than overshadow it. [14:26–15:38]

Time Management and Work-Life Balance

Jeff shares his approach to balancing a demanding role with personal life:

• Morning Routine: Starts the day at 6 AM with gym time. [16:04]
• Commute Strategy: Recently began taking the ferry to reduce stress and enjoy a more relaxed start to his workday. [16:04]
• Selective Social Engagements: Limits outings during the week to maintain family time, only engaging in client meetings that offer substantial value. [16:04–17:43]
• Weekend Flexibility: Allows for social activities on weekends with discretion to prevent burnout. [16:04–17:43]

He emphasizes the importance of stress management and strategic time allocation to sustain productivity and personal happiness. [16:04–17:43]

Personal Interests and Aspirations

Jeff reveals a personal aspiration to dine with Sylvester Stallone, citing admiration for Stallone’s "Rocky" persona and resilience. He humorously discusses his favorite "Rocky" films and the inspiration he draws from Stallone’s journey. [17:57–19:40]

Vox Media’s Current Projects and Initiatives

Before concluding, Jeff highlights ongoing and upcoming projects at Vox Media:

• Live Events: Launching "Eater Under Wraps," a live holiday market in Williamsburg, and participating in CES Vergecast Live. [20:06]
• Podcast Success: Showcasing top-rated podcasts featuring personalities like Megan Rapinoe, Sue Bird, Lonzo Ball, Cam Hayward, Kara Swisher, and Scott Galloway. [20:06]
• Commitment to Quality: Emphasizing the importance of high-value content and quality journalism in an era of infinite choices. [20:06]

Jeff encourages listeners to support Vox Media’s diverse range of content and underscores the company's dedication to creating meaningful and impactful media experiences. [20:06]

Conclusion and Final Insights

Jay expresses his admiration for Jeff and encourages listeners to follow him on LinkedIn for more insights. The episode wraps up with a light-hearted exchange about managing busy schedules and personal growth, reinforcing the episode's themes of strategic career development and work-life balance.

Notable Quotes:

• Jeff Shiller [07:38]: “Are you likable? Secondarily… we tell stories.”
• Jeff Shiller [09:48]: “The passion really can't be taught.”
• Jeff Shiller [12:30]: “Actions are equal to results.”

Final Takeaway:
Jeff Shiller’s journey from a political science major with a passion for entertainment to the CRO of Vox Media exemplifies the power of authenticity, strategic thinking, and relentless pursuit of one's passions. His insights offer valuable guidance for marketers and sales professionals aiming to excel in their careers while maintaining a healthy work-life balance.

Stay Connected:
For more actionable marketing tips and insights from top industry leaders, subscribe to "Do This, NOT That" and follow Jeff Shiller on LinkedIn. Explore Vox Media’s diverse content offerings and upcoming live events to stay ahead in the competitive marketing landscape.