Thorsten Rhode's Linkedin Analytics

I ‘grew up’ in global ad agency networks, then moved ‘client side’ – with successful projects as an independent / interim consultant thrown in for good measure. On both sides of the Atlantic, I have worked for and/or with Procter & Gamble, Mattel and Disney (mostly on international assignments) as well as such iconic and diverse brands as the Los Angeles Times, Singapore, DTS Audio, Taylormade or Kodak. My mantra: When done right, marketing is a business development tool. The audience is the guide: Differentiating between ‘old’ and ‘new’ media is so 2005 – pixel or ink, PR or event, word-of-mouth or advertising – communication is a means to an end. Ultimately, be passionate about – and value! – brands: Everything pays into this account. That said: I relish looking beyond the horizon. Innovation. Different angles. Working with sourcing, operations, R&D ... is where it starts to get extra interesting. Most recently, as the international marketing lead for a premium medical aid manufacturer, my team launched an innovative stair walking aid direct-to-consumer. Post-acquisition we re-branded and developed the complete marketing toolset, from sales support to lead-generation via digital and traditional channels. We continually improved sales team utilization, tracked and optimized performance, adding puzzle pieces (like PR or 30” DRTV) along the way … and then applied this expertise to the next international market in short order. In a retail environment I mentored a talented, but junior marketing team. Within months the team rose to the challenge; we improved workflows and initiated targeted outreach (digital and conventional) to ensure previously siloed efforts now work hand-in-hand (think: loyalty program data informs social media informs email newsletter informs direct mail). As marketing lead for a German multi-national in the US … Branding, Sales & Retail Support, Digital / Social, New Product Development, Research, Positioning, Media / PR / Events … were all in a day’s work. Being scrappy, nimble, innovative and determined, business grew from humble beginnings to national distribution. Inside three years, the products of this “well-funded start-up” developed into a well-rounded portfolio – taking an unknown brand’s product from 0 to 3,000+ retail outlets in just under 18 months certainly was a challenging, at times overwhelming, never-easy, yet an oddly fun and ultimately very rewarding experience. And while I wholeheartedly agree with Stephen Covey to ‘seek to understand before being understood’, I will add: Never lose your sense of humor.