Episode Summary:
In this episode of The Seat, Ray Erickson sits down with Ethan Heftman, Chief Revenue Officer at New Tradition, for a conversation about leadership evolution, career reinvention, and navigating the constant change within modern media. Ethan shares how a political science major looking for rent money in New York unexpectedly launched a 25+ year career spanning agency investment, advanced advertising, streaming, and now out-of-home media. From carrying a sales list at A+E Networks to leading revenue organizations at Ampersand and New Tradition, Ethan opens up about the lessons that shaped his leadership style, including the importance of listening, humility, self-awareness, relationships, and embracing discomfort. The conversation also explores the future of out-of-home advertising, the power of real-world media experiences, and why human connection still matters more than ever in an increasingly automated world.
Chapters:
00:00 — Leadership Lessons & The Golden Rule
01:00 — Introducing Ethan Heftman & New Tradition
03:00 — From Political Science Major to Media Career
08:45 — The Smuckers Account & Learning to Embrace Discomfort
14:00 — Why Relationships Create Opportunity
16:00 — The Pivot from Agency Side to Sales Side
20:30 — Ego, Self-Awareness & Carrying a Sales List
24:00 — Building Advanced Advertising at A+E Networks
33:00 — Leadership Evolution & Becoming a CRO
36:00 — Why Ethan Joined New Tradition & The Future of OOH
46:00 — Advice for Future Revenue Leaders & Lightning Round
Themes:
Keywords:
Ethan Heftman, New Tradition, Out of Home, OOH, DOOH, media leadership, CRO, chief revenue officer, advertising sales, advanced advertising, A+E Networks, Ampersand, media careers, sales leadership, leadership podcast, revenue leadership, agency side, ad sales, career pivots, mentorship, media industry, leadership development, streaming, programmatic advertising, marketing leadership, The Seat Podcast, Ray Erickson
Ethan's Bio:
Ethan Heftman is Chief Revenue Officer at New Tradition, where he leads sales, marketing, and go-to-market strategy for one of the fastest-growing out-of-home media companies in the United States. With more than 25 years of experience across the advertising and media landscape, Ethan has built a career around scaling revenue organizations, launching innovative media solutions, and helping clients drive meaningful business outcomes.
Prior to New Tradition, Ethan held senior leadership roles at Ampersand and A+E Networks, where he helped build advanced advertising and multiscreen video businesses during some of the industry’s biggest transformational shifts. His background spans sales leadership, product development, marketing strategy, and advanced measurement, giving him a unique perspective on the evolving media ecosystem and the future of advertising.
Ray's Bio:
Ray Erickson is the host of The Seat, a podcast featuring 1:1 conversations with revenue leaders across media, marketing, and advertising, unpacking the early days, mentors, setbacks, and pivotal moments that shaped how they lead today. Ray is a sales leader with over 20 years in ad-tech, CTV, and digital media, He created The Seat to sharpen his own leadership edge while paying it forward to the next generation of aspiring sales leaders.
Social Links:
Instagram: @theseat.pod
TikTok: @theseat.pod
LinkedIn: The Seat Podcast (LinkedIn Page)
Host: Ray Erickson (LinkedIn)
Website: www.theseatpodcast.com
Listen:
Apple Podcasts / Spotify / iHeart / Pandora / Acast / YouTube
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