Marketer to Watch: Patrick Judge of GEICO

Patrick Judge, Special Audience
Marketing Planner, GEICO

This week, Future CMO Club member Patrick Judge shares with us who inspires him in the marketing industry and what top characteristics he believes tomorrow's CMOs must have to thrive.

1. What was your first (or favorite) job?

My first job was working as maintenance staff at my high school during the summer. It was not the prettiest of jobs but it made me appreciate all the hard work that the staff at my school put in before each school year begins.

2. Can you name an “inflection point” moment or a particularly influential mentor you had during your career that helped prepare you for your current position? 

When I first began working at Wells Fargo Advisors, it was at a time when the economy was taking a massive nosedive - and I was working for a financial institution that had just acquired AG Edwards and was in the process of being acquired by Wells Fargo. It taught me that change is evitable and how important it is to utilize all resources and networks around me.

It was also a baptism by fire into advertising, where I got my hands dirty with creative, deadlines and negotiating media buys for Financial Advisors.

3. How has marketing changed over the last five years? What trends are you excited about right now? 

The rise of live streaming and digital television has become a huge cornerstone for how ratings and metrics are viewed and has given us more options for expanding reach and getting in front of audiences - it may be eliminating traditional cable. I am particularly interested to see the continued growth of eSports and live gaming in this realm. It has attracted some non-endemic brands and - with the fluctuation of live stick ball sports viewership - it will be very interesting to see how that particular industry continues to grow.

4. Name one CMO or Head of Marketing who impresses you today and why.

Marc Pritchard, the CMO of P&G is not afraid to speak what is on his mind and challenge those within his team and organization. He has also called out the agency industry on becoming more transparent and is actively seeking more innovative ways to measure media.

Beyond that, he runs a department for a company with many moving parts and a budget that envies most Fortune 100 companies, yet has a strategy to help trim costs going forward without sacrificing any efficiency or effectiveness. I appreciate how he takes a very multi-prong approach and relies on many sources of media to help deliver for his company through sponsorship, digital, out of home, print, TV, etc.

5. Name 1 or 2 characteristics that you think are invaluable for a marketer in today's ever-evolving world.

Adaptation and flexibility.

In the world of marketing/advertising/branding, the days of doing things one way are long gone. Marketers have to be willing to try unconventional methods at all times, tapping into different segments and categories on the fly. Planning must include multi-dimensional strategies and ways to utilize different channels. Additionally, we need to be very precise with spend and what channels we are utilizing in order to maximize ROI.

Flexibility with organizations and agencies, knowing that, in this ever-changing landscape, we will have our good and bad days. How we rebound from the bad will make us stand out.

6. Do you have a personal mantra, words of wisdom or favorite inspirational quote?

The ones who say you can’t and you won’t, are probably the ones scared that you will.

7. Where do you see yourself professionally in five years? 

Utilizing my marketing background in a management or director role - whether in a large brand or agency setting. My ultimate goal is to become a Chief Marketing Officer.