CEO Feature: Leadership Lessons from Susie Hedrick at WideOrbit

October 2024

CEOs set the stage for success in every organization by overseeing operations, shaping culture, and driving vision. The role of a CEO requires not just insight and inspiration but also the ability to balance strategic oversight with the motivation of teams, creating a lasting impact. At Lumine, we work with ambitious and visionary leaders across our portfolio, who have accomplished significant milestones. 

We recognize the importance of continuous development through specialized professional development programs and initiatives. Our annual summit, Impact, exemplifies this commitment, bringing together CEOs from our portfolio to network, exchange ideas, and collaborate on shaping the futures of their companies. 

Through this CEO feature series, we are excited to introduce some of the outstanding leaders within the Lumine ecosystem, such as Susie Hedrick, CEO of WideOrbit. WideOrbit is a technology platform that creates media transaction value for TV and radio broadcasters, national TV networks, digital publishers, and advertisers. We sat down with Susie to learn more about her role as CEO and the journey that got her there. 

Can you share a bit about your early career and what inspired you to enter the media technology industry?  

My path into media technology was quite diverse. I spent my 20s gaining life experiences, studying broadcast journalism in college, working in ABC Sports production, traveling the world as a flight attendant, waiting tables, and even commercial salmon fishing in Alaska. I wanted to explore and learn before I really settled into a career. 

It was later in my 20s, when I joined a media software company, that I found my passion. I saw firsthand how technology could solve real-world problems, and I was hooked. I started in the Support Department, moved into product management to help shape the software itself, and eventually shifted into sales and operations to better lead the solutions. This journey gave me a deep understanding of business from multiple perspectives. What continues to inspire me is the constant challenge of innovating and improving for our customers, and that’s what still drives me today. 

What experiences from your time at WideOrbit have shaped your leadership style?  

The leadership at WideOrbit has distinguished itself through an unwavering commitment to creating top-quality products, prioritizing the needs of our customers, and fostering a positive work environment. Throughout my journey, I’ve had the opportunity to work on both successful projects and those that didn’t go as planned, teaching me to embrace the process, learn from failures, and build resilience. This has shaped my belief in the importance of consistent and continual improvement. From the very beginning, I’ve felt trusted and empowered to take on challenges beyond what I thought I was capable of, and that sense of support has been instrumental in shaping my leadership style. My goal is to create a similar environment for others—one where individuals feel trusted, supported, and empowered to grow and push their limits. 

Looking back at your 25-year career, what have been some of the key turning points or lessons that have prepared you for this role? 

Life is rarely a straight path, and my career has been full of twists and turns. Some of the most meaningful turning points came from taking risks and stepping outside my comfort zone. Whether it was moving from a product role to sales or leaving a job I loved to join a small software company, those decisions pushed me to grow. Running a smaller company as a new CEO taught me the weight of making critical decisions and carrying a team—it gave me a new level of responsibility and accountability. When I returned to WideOrbit after that experience, I came back with fresh skills and a new perspective, especially as we navigated a change in ownership. Each of these moments prepared me for where I am today.

What core values and principles guide your leadership style?   

My leadership style is anchored in a few key principles. First, I strive to be the kind of leader I would want to work for, believing in empathy and understanding that I am here to support my team and our customers in achieving their goals. I endeavor to stay true to my core beliefs while assuming the best intentions in others. When challenges arise, it's easy to blame, but trust and direct communication lead to faster and more effective problem-solving. 

I also want employees to feel empowered to make thoughtful choices about work-life balance. I know that when people feel trusted to manage their time, they perform better, and we collectively get more done. My goal is to model these values and cultivate an environment where we work hard, have fun, and everyone feels supported in making decisions that work for their lives. 

At a high level, what challenges do you foresee for WideOrbit in the evolving media and technology landscape, and how do you plan to address them? 

Our industry is experiencing significant change, facing both financial and technical challenges, particularly with shifting linear and digital business models. A major focus for us will be balancing new efficiency models with innovation. We need to drive new capabilities while also enabling our customers to do more with less. Over the past 18 months, we've developed data strategies that make our systems more open, ensuring that data is readily accessible. This empowers both WideOrbit and our customers to leverage emerging technologies like AI and machine learning to move forward more quickly and effectively. 

WideOrbit has been known for its innovation in media revenue workflow management. How do you plan to further build on this reputation and continue driving innovation? 

For us, it’s all about listening to our customers. We partner with them to understand how their needs are changing, ensuring that our technology evolves alongside them. Innovation, for us, means solving the real problems they face and helping them stay ahead of the curve. We also believe we have an important role in connecting with other technologies in our space to streamline workflows. By staying invested in what matters most to our customers, we can collectively push the boundaries to drive real progress. 

Could you share more about how being part of Lumine Group has provided talent development and progression opportunities for yourself and/or your team? 

Being part of Lumine Group has connected me with a smart and engaging network to learn from and collaborate with. There’s a strong sense of teamwork, support, camaraderie, and a healthy competitiveness that pushes us all to strive harder. 

Lumine also emphasizes teaching, training, and career advancement. I’ve particularly enjoyed the in-person company events for CEOs and Talent Management, which provide opportunities to network, share ideas, and tackle challenges together. 

Additionally, Lumine Group sponsors events to spotlight high performers within their companies. As a standalone company with high retention, it wasn’t easy to provide opportunities for great employees to see what is possible beyond WideOrbit. Being part of a family of companies offers a new perspective and ensures an abundance of opportunities for recognition and growth. 

How would you describe your approach to fostering a collaborative and innovative culture within WideOrbit? 

It starts with keeping the lines of communication open. I strive to be approachable and ensure that teams feel comfortable collaborating with one another. Silos can hold even the best teams back, so I’m focused on breaking those down to encourage cross-functional teamwork. WideOrbit employees have a wealth of knowledge and life experiences to draw from. When we openly share ideas and discuss challenges, that’s when we improve—and that’s when real innovation happens. 

What excites you the most about taking on the role of CEO at this time in WideOrbit's journey? What are you looking forward to achieving in the near future? 

I’m passionate about making a meaningful difference for our customers while leading WideOrbit into the next phase of success, positively impacting both our employees and clients. It’s an important time in our industry, and as a key technology provider, the stakes are high. Soon, we’ll be releasing advancements that prioritize efficiency, data access, and system interoperability for our customers and partners.