50 over 50 is a series of interviews with our most influential and inspiring industry leaders aged 50 and over. Next up, Justin Reid, Senior Director of Global Partnerships Solutions at Tripadvisor shares the benefit of his experience as a digital marketer…
What one thing are you proudest of in your career?
One of my proudest moments was writing a blog at 44 about 45 things I wanted to achieve before turning 45. Some of those goals were big, others smaller, but they served as a catalyst to push me out of my comfort zone. That reflection led me to pursue a better role, ultimately bringing me to Tripadvisor—a decision that has transformed my career in ways I never anticipated.
What heights are you now capable of that you wouldn’t have been able to achieve at the early or mid-point of your career?
Today, I’m fortunate to engage with high-level government officials and tourism leaders, advising them on national marketing strategies. The global presence and data-driven insights that come with Tripadvisor have allowed me to play a pivotal role in shaping entire countries’ tourism campaigns—something I wasn’t in a position to do earlier in my career.
What gives you the most satisfaction in your role today?
As cliche as it sounds, the most fulfilling aspect of my role is working alongside my team. I genuinely believe I have the best people in the business around me. I’ve always been passionate about public speaking, and being invited to share my experiences at industry events still excites me. It’s a privilege to connect with peers and industry leaders.
What is the biggest lesson you have learned in your career?
The most valuable lesson has been the importance of asking the right questions. It’s not just about gaining knowledge for yourself but also about fostering dialogue and building relationships. People tend to remember those who show genuine curiosity and seek to understand, not just those who present ideas.
What advice would you give your 25-year old self?
I’d tell my 25-year-old self to trust the journey and not worry too much. Challenges will come, but you’ll be just fine. You might be part of the first generation of postgraduates stepping into a job market that looks nothing like what you’d expected – but don’t worry, this new thing called the internet is on its way, and it’s going to change everything.
A few years from now, you may find yourself in a marketing role full of established veterans who have always embraced a certain method, but don’t worry, social media is on the horizon.
Fast forward 20 years, and you might be riding along the embankment on your way to work with a packed lunch in your bag because train fares and takeaways are out of reach, wondering if it’s time to take a leap of faith in your career.
Take that leap. Looking back now, the twists and turns along the way will all make sense. Each one will shape who you are, and ultimately, everything will fall into place.
What is the biggest mistake companies are making in their attitude to age today?
I’ve been lucky not to have experienced or witnessed age discrimination, but I do think companies often struggle with finding the right balance between valuing experience and embracing innovation. It’s crucial to respect the wisdom that comes with age while being open to the fresh perspectives and ideas brought by younger generations, who are crucial for driving progress.
What is your biggest regret about the industry today?
I regret that the industry often focuses too heavily on short-term metrics, like click-through rates, to define success. While data is important, in order to truly make the most of campaigns, brands must consider the power of creative strategies. There is much more to it than simply adding visuals; it’s about telling a story the consumer can relate to. When nurtured, creativity will allow for more lasting and meaningful results than fleeting metrics ever could.
