Izzy (Israel) Lugo III is an Experiential Marketing Director at the Milwaukee Brewers. He also founded the "Strange on Purpose" podcast which features stories of professionals who shatter the glass ceilings of culture and inspire young professionals to take action. He attained his education from Cardinal Stritch University and then the Fashion Institute of Technology. He is very successful, being named one of Wisconsin's 25 under 25, a Neighborhood Achiever, a Young Achiever and more.
In this interview, Izzy walks us through the decisions and detours that shaped his career, shares lessons on leveraging your network, and offers a behind‑the‑scenes look at what it takes to create memorable experiences at American Family Field. Whether you’re planning your first internship or plotting your next pivot, his story is a reminder that adaptability—and a bold vision—can open doors you never knew existed.
Big Shoes Network: You've had an interesting path from attaining a Sports Management degree, to working in fashion, social media, and podcasting, before starting working with the Milwaukee Brewers, can you talk about your career path and how you ended up at your current job?
Izzy Lugo: Ever since I was young, I wanted to work in sports. I was always so interested in the marketing that went into players and personalities so upon some slight research. I set my sights on becoming a sports agent. Unfortunately, I was never the greatest student, and I knew obtaining a law degree would be a very difficult task for me. So, I pivoted in college. Did 7 internships with local organizations to start growing my network. That led me to working with the Bucks out of college for a few months. Smiling and dialing as a Ticket Sales Representative was not for me though, so I quit my job and sold sponsorship for a minor league conglomerate locally.
When I asked to start to help with the marketing end of things, they said no repeatedly. So, I walked in one day and quit my job and started an agency with a few friends locally. That grew very quickly but unfortunately was taken away during the pandemic. I was forced to pivot again since I was thousands in debt. I started my podcast to network more and worked full time and consultant roles for tech firms, brands and agencies. From Nike, Jordan and Adidas to Kiehls, Mastercard and more. All of this eventually led me to my role with the Brewers!
BSN: Looking back on your past jobs, what has been your biggest career lesson and how have you changed because of that?
Izzy Lugo: Your network is everything. Mine has put me in places I would never have dreamed of. It has landed me massive freelance roles with Jordan brand, put me on yachts with Gary Vee, worked campaigns for the government and so much more.
BSN: Being a Director of Marketing for an organization as large as the Brewers comes with a lot of responsibilities, what does a day in the life at your job look like during season versus pre/post season?
Izzy Lugo: Every day is completely different. During the season is a ton of work while the postseason is very busy in the form of planning and getting ready for next season.
BSN: What part of your job do you enjoy the most, that makes you look forward to going to work every day?
Izzy Lugo: The marketing team here is SOOOO good. We all have a great time and really enjoy working together. I think we are constantly reminding ourselves that our job is meant to bring fans joy and we try to bring that to the office every day.
BSN: Your LinkedIn mentions that you work hybrid for the Brewers, is this a set balance between in and out of the office, or does it change each week based on the game schedule?
Izzy Lugo: Definitely changes based on the game schedule but the organization does a decent job making sure there’s some flexibility.
BSN: Not only for the players, but for any employee, the MLB is a competitive industry. What skills have you acquired or previously possessed that you think are necessary to work in the big leagues?
Izzy Lugo: Ability to adapt. Ability to find the grey space. Just because it's not traditionally done a certain way doesn't mean there isn't a new way of doing it.
BSN: What time management tips have you learned to balance your work with the Brewers while continuing to grow your podcast: “Strange on Purpose”?
Izzy Lugo: I’m the first to admit that I’m terrible with time management, haha!
BSN: You have done freelance work for years now, what advice do you have for someone who wants to explore this type of work?
Izzy Lugo: Network and be open to trying something new!
BSN: A lot of people dream of being a professional athlete, and while not all can do this many love sports with a passion, what advice would you give anyone who wants to break into this industry but isn’t quite sure how or where they fit in?
Izzy Lugo: Be open to learning. Just because it's not in your job description doesn't mean you can't learn something new.
BSN: Knowing what you know now, what tips would you give your younger self coming out of college about looking for a job?
Izzy Lugo: Truly follow your passions. Even if it means pissing off a few people along the way.
