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Eye on Adara #10: Judy Pitchford

What do you do at Adara?

I am the Director of Partner Development, North America. I split the region with a colleague and have three additional team members who cover the rest of the world. I am based in Chicago and manage some of the most exciting travel brands in the world. I am responsible for integrating and growing our relationships with our data partners. Internally, I work closely with Solutions Engineering, Analytics, Business Development, Finance, and sometimes the Adara Impact team as well.

What is the biggest day to day challenge you face in your role, and how do you try to overcome that?

The biggest daily challenge is one I think we all face: the balancing act of working towards the company goals, while managing daily tasks that must be triaged almost on a minute-by-minute basis. (Where is that “juggler” emoticon when you need it?)
As for overcoming the short-term / long-term challenge, I think it all comes down to focus and intention. We all have to continually ask ourselves if we’re making the right investments with our time that have the biggest impact for our customers and partners, and for our business in general.

What is the biggest challenge you face in the next 12 months and how are you preparing to face it?

In addition to managing technical and other day-to-day tasks, our team has larger goals for the next 12 months, as well. We are focused on working with our partners to expand Adara’s data co-op as the marketplace moves toward people-based marketing. My colleagues and I work with all 175+ travel brands that partner with Adara to help them with the value proposition for their respective companies. Often this includes meeting with their IT security, finance, and marketing teams. Making changes requires buy-in, and sometimes investment / cost on the partners’ end. This is where good relationships come in, which is an integral part of our job.

What do you love about working in the travel sector?

Where do I begin? I think I was born a traveler. I’ve worked in the travel sector for nearly my entire career, including three airlines (UA, LH, EK), and a travel data company (OAG)…I’ve even worked on the MRO side of aviation (AAR Corp)!

I’ve traveled a fair amount both personally and professionally (47 states, 39 countries), and lived in Dubai for almost 6 years. I love everything about working in the travel sector. Lovers of travel are my people!

What is your favorite holiday destination?

Anywhere with a beach. But to be honest, I’d go anywhere that doesn’t involve snow. 🙂 Now you’re asking yourself why I live in Chicago. Stop by the office one day and I’ll bend your ear.

What is your #1 Bucket list travel destination?

I considered this one a long time. I don’t really have a list, because as I said, I would go almost anywhere. Right now, the top of my “must see” places is visiting the city of Cape Town, South Africa followed by a safari somewhere out in the bush.

What are the three things you would take with you to a deserted island?

A generator.
Mobile phone (in hopes that the globe will be fully cellular soon).
Bug spray.

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