Episode Summary: Ep. 317 - Switching Careers! w/ Dir B2B Marketing Choice Hotels Judd Lewis! Getting Comfortable Being Uncomfortable!

Podcast Title: Do This, NOT That: Marketing Tips with Jay Schwedelson
Presented By: Marigold
Host/Author: GURU Media Hub
Episode Title: Switching Careers! w/ Dir B2B Marketing Choice Hotels Judd Lewis! Getting Comfortable Being Uncomfortable!
Release Date: April 25, 2025

Introduction

In Episode 317 of "Do This, NOT That: Marketing Tips with Jay Schwedelson," host Jay Schwedelson welcomes Judd Lewis, the Director of B2B Marketing at Choice Hotels. The conversation revolves around Judd's remarkable career journey, focusing on career pivots, stepping out of comfort zones, and applying consumer marketing tactics to the B2B landscape. Listeners gain valuable insights into navigating career transitions and leveraging existing skills to excel in new marketing domains.

Guest Background: Judd Lewis's Career Journey

Judd Lewis shares an inspiring narrative of his diverse career path, highlighting the importance of curiosity and adaptability.

• Education and Early Career:

  • Majored in Motion Pictures and Anthropology at the University of Miami, embracing a broad spectrum of interests.

    "I loved learning. I've just been kind of a naturally curious person my whole life." [02:00]

  • Internship at Under Armour post-college, quickly transitioning to a retail marketing role, which provided a deep understanding of consumer behavior.

    "Doing retail marketing was a great way to really understand the consumer." [02:20]

• International Experience:

  • Worked at a nonprofit in Rwanda, Aga Hozo Shalom Youth Village, engaging in teaching and corporate partnerships.

    "Working with the corporate office in New York to help drive donorship to the nonprofit." [03:15]

• Transition to Media and Entertainment:

  • Joined Discovery Channel in Washington D.C., contributing to marketing for popular shows like Gold Rush and Naked and Afraid.

    "It kind of fused the motion pictures and anthropology of my college years in this documentary reality content." [04:00]

  • Progressed to Warner Bros. Discovery, focusing on MotorTrend (formerly Velocity), leading the launch of the streaming app MotorTrend Plus.

    "That's really where I started to develop my leadership skills and build out a strategy team." [04:45]

• Current Role:

  • In June of the previous year, Judd pivoted to become the Director of B2B Marketing at Choice Hotels, bringing his extensive marketing expertise to the hospitality industry.

    "Being able to use my toolbox of marketing skills in this new environment has been fascinating." [05:10]

Career Shifts and Pivots: Transitioning from B2C to B2B Marketing

Judd delves into his decision to shift from a consumer-focused (B2C) marketing role to a business-to-business (B2B) position, addressing common fears and strategic considerations.

• Motivation for the Shift:

  • Driven by his innate curiosity and desire to expand his marketing expertise.

    "I viewed my time throughout my career as just trying to be a sponge, trying to absorb different skills." [05:50]

• Overcoming Industry Barriers:

  • Acknowledges the challenges of switching industries, emphasizing that adapting to new sectors can be more demanding than changing marketing roles within the same industry.

    "Changing industries is actually a lot harder in my opinion than the marketing role shift." [07:14]

• Strategic Mindset:

  • Utilized his strategic background and collaboration with various marketing teams to transition smoothly into B2B.

    "B2B is the one spot that I didn't have necessarily direct experience in, but I knew I had the toolbox and the skills." [06:10]

Applying B2C Tactics to B2B Marketing

Judd discusses how consumer marketing strategies can be effectively adapted to the B2B space, highlighting the universality of certain marketing principles.

• Universal Marketing Foundations:

  • Regardless of the market (B2C, B2B, B2G), understanding the "consumer" or target audience remains paramount.

    "You just need to know who the consumer is, and you need to start there before you're actually building out these campaigns." [09:58]

• Innovative Campaign Strategies:

  • Leveraged B2C tactics such as consumer-centric campaigns, data-driven decision-making, and strategic pauses to enhance B2B initiatives at Choice Hotels.

    "We're taking that strategic pause and working with our analytical partners to figure out who we need to actually be going after." [10:02]

• Success Stories:

  • Implemented successful B2B campaigns by reworking consumer strategies to fit business clients' needs, resulting in impactful outcomes.

    "I have been able to take those consumer tactics and rework the use of them into this space." [09:26]

Personal Development: Getting Comfortable Being Uncomfortable

Judd emphasizes the importance of stepping out of one's comfort zone for personal and professional growth, sharing his journey toward becoming more extroverted.

• Embracing Discomfort:

  • Highlights the value of discomfort as a catalyst for learning and career evolution.

    "Going out of that comfort zone is the place where you learn the most honestly." [12:52]

• Personal Goals:

  • Actively working on becoming more extroverted to enhance his professional presence and network.

    "I'm a proud introvert that is trying to be more of an extrovert in 2025." [11:25]

• Strategic Push:

  • Recognizes the need for deliberate effort to push personal boundaries, leading to increased career opportunities.

    "This is a good move for you, Judd. You need to keep pushing the envelope." [11:48]

Insights on Marketing Strategy: Understanding the Consumer

Judd shares his philosophy on effective marketing strategies, emphasizing consumer understanding and strategic campaign development.

• Consumer-Centric Approach:

  • Stresses the importance of deeply understanding the target audience to craft meaningful and effective marketing campaigns.

    "It doesn't matter if you're B2C, B2B, B2G, whatever it is. You just need to know who the consumer is." [09:58]

• Collaboration and Expertise:

  • Values collaboration with subject matter experts and leveraging cross-functional teams to drive successful campaigns.

    "I was always in the seat of the strategist, kind of at the middle of the wheel, tapping into subject matter experts." [06:00]

• Analytical Partnerships:

  • Utilizes data and analytics to inform campaign strategies, ensuring targeted and impactful marketing efforts.

    "We're taking a strategic pause and working with our analytical partners to figure out who we need to actually be going after." [10:02]

Conclusion: Actionable Takeaways

The episode concludes with Judd Lewis imparting valuable lessons for marketers and professionals contemplating career shifts:

1. Embrace Curiosity: Continuously seek to learn and absorb new skills across different marketing domains.
2. Be Open to Change: Don't fear industry or role transitions; your existing skills are often transferable.
3. Understand Your Audience: Whether B2C or B2B, knowing your "consumer" is essential for crafting effective strategies.
4. Step Out of Comfort Zones: Personal growth and career advancement often require embracing discomfort and taking strategic risks.
5. Leverage Collaboration: Work closely with experts and analytical partners to enhance campaign effectiveness.

Judd encourages listeners to connect professionally on LinkedIn for further insights and networking opportunities.

"LinkedIn's the place for a professional connection. I look forward to it." [14:55]

This episode serves as an inspiring guide for marketers and professionals aiming to navigate career transitions, adapt their strategies across different marketing landscapes, and cultivate personal growth through embracing challenges.