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- Issue 33: The political science and public policy major who grew up to become CEO of a leading digital ads and marketing company
Issue 33: The political science and public policy major who grew up to become CEO of a leading digital ads and marketing company
Welcome, Jordan Lieberman!
John Lim
October 11, 2024
He’s the Kreskin of digital marketing.
“What I’ve learned on the way, of course, on the job learning for over the last 15 years is the digital advertising ecosystem, which is really not taught anywhere.” -Jordan Lieberman
In speaking with this week’s guest, Jordan Lieberman, I can’t help but wax nostalgic about my college days, which is where I met Jordy who is one of my closest friends. I credit him for introducing me to a revered Penn institution: F.W.O.T. or Fingers, Wings & Other Things, a small shack of a restaurant that was sandwiched in between campus buildings and dormitories. Though Penn’s F.W.O.T. may be long gone (Jordy just informed me that it is now located in Conshohocken), it’ll never be forgotten. I also have fond memories of cramming for poli-sci finals, getting Jordy’s sage advice on girls, and rush treks across Locust Walk to Stiteler Hall, yada, yada, yada.
Today, Jordy is associated with a different acronym: C.E.O.. Though it’s a letter less, it’s many steps forward compared to where he started. In this week’s Moving Forward, you’ll learn how Jordy’s career choices followed Wayne Gretzky’s “skate to where the hockey puck is going to be” playbook. When he last guested on the podcast in 2015, he correctly predicted marketing’s big shift to mobile. This week, he reveals what the next ten years will hold. The answer will surprise you.
Finally, for someone who works in a cutthroat industry, you’ll discover one of Jordy’s quirks that will give you a glimmer of hope that there are still good people working in media and politics.
-John
Moving Forward 482: Inspiring individuals: Jordan Lieberman
The story of how I met Jordan Lieberman is both circuitous and straightforward. After spending freshman and sophomore years with roommates, I decided to go solo for my third. I figured it would be easier to study, do household chores on a more regular (and consistent basis), and I would get the bathroom to myself. Well, fate had other plans. Due to a snafu, thanks to my parting sophomore year roommate who was transferring out of Penn, I ended up with a random floater who was transferring into Penn. I ended my summer disappointed, and started my fall pleasantly surprised. Turns out, junior year was when I met the best roommate I ever had during my college years. His name was Eric. Fooled ya, didn’t I?
As I showed Eric acround campus, we ran into a high school classmate of his who also happened to be at Penn. If my life were a TV show, this would be the season that introduced a new main character: Jordan Lieberman. The three of us were poli-sci majors with vague notions of what we would do afterward: politics, law, or some other thing that would require more school.
Today, Jordy has it well figured out. After a long career working as a campaign strategist for candidates seeking offices ranging from small town mayor to United States Senator, he’s bringing political campaigns into the 21st century. As CEO of Powers Interactive, a 17 person company, he’s leading the way in digital ads and marketing via the latest breakthroughs in geospatial targeting, demographic data, and fancy analytics.
You’ll discover that Jordy is indeed a mix of Kreskin and Gretkzy but without the funny headgear. He predicted digital advertising’s shift from desktop to mobile in 2015, and this week, he reveals why your refrigerator may influence your vote in the coming decade. You’ll also learn why Jordy works extensively with regulators, bringing them up to speed to ensure that this era of political media marketing is as fair, even-handed, and accessible as possible. For those of you in college, trying to figure out what’s next, you’ll discover that careers aren’t a linear A-Z path as in the case of a poli-sci major who became an industry leader in sales and marketing.
Finally, you’ll learn about Jordy’s quirk that would make him as natural a fit for Disney Pixar as he is in the equally peaceful, stress-free world of politics (cough). Check out this week’s convo with a dynamic leader, devoted family man, and cutting edge entrepreneur.
Watch this week’s episode on Spotify.
Check out my first convo with Jordy on Moving Forward episode 006 from March 2015.
Moving Forward is also available on Apple Podcasts, Amazon Music, iHeart, CastBox, Pocket Casts, Spotify for Podcasters (formerly Anchor), and Audible.
Jordan Lieberman
The industry has really grown up … the technology has grown up in every possible way.
Some things I learned about Jordy:
How he ended up in sales and marketing.
His hobby of flying drones and aerial videography.
How his wife keeps him grounded so he can leave work and politics at the door when he comes home.
Why the post-election season is his profession’s “seasonal affect disorder.”
Fun quirk:
📷 credit: Jordan Lieberman
Jordy loves animals and recently moved to South Carolina after spending over a decade deep in the DC trenches. He now enjoys a quieter, more scenic environment where he’s surrounded by animals. Here’s a pic he recently sent me of a rooster hitching a ride on a pig for your enjoyment. Though I have yet to get confirmation, this may be a sneak peek of an upcoming campaign ad or a Disney animated movie pitch (or both).
It really is a small world after all …
Especially for its New Jersey natives.
Jordan Lieberman is my closest friend from college. Angelo Spenillo (Moving Forward episode 469) is my closest friend from law school. Both are from New Jersey and it turns out they know one another. Around 2002, I was catching up with Angelo and some friends at Hard Rock in DC. I called Jordy to join us. He was exhausted after a long day at work but I convinced him to hop on the redline and make the trek into the city for burgers and beers.
As soon as Jordy walked in, Angelo stood up, pointed and exclaimed, “Jordan Lieberman!”
As the story goes, the two had long ago attended a summer program called Governor’s School for gifted and talented high school students. During that wild and crazy summer in the late 90s, Angelo’s floor got in trouble for breaking curfew and faced expulsion. Jordy wrote an op-ed for the program’s newspaper, appealing for clemency. Thankfully, Angelo and his cohort got to stay. Whether Jordy’s written word is what actually saved them is up for debate.
Jordy and Angelo went from summer school classmates to CEO of Powers Interactive and General Counsel for PLEX, respectively. Not bad for two rabble rousers from Jersey! Somewhere along the way, I got to know both of these inspiring, accomplished individuals. Today, I consider myself very lucky to have both of them as friends.
Informally, this is known as “NJ Governor's School Most Famous Alum” podcast.
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Quirky reads 📚
Speaking of books, here are some titles I’ve been reading lately.
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Creating Reading Rainbow by Barbara Irwin (****)
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Resources
Teach a man to fish, you know the rest (if you don’t, check these out).
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Books
I wrote most of these so spruce up your home library and look smart in the process.
The Poshmark Guide for Individuals and Small Businesses (Paperback, Kindle, Audible)
The Poshmark Guide for Individuals and Small Businesses (Apple audiobooks)
I Am a Professional Metalhead (audiobook) (Audible affiliate link) written by Angelo Spenillo, narrated by John Lim
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