Director: Los Angeles at WHITTMANHART Interactive
Greater Los Angeles Area
- Current
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- Director of Innovation: Los Angeles at WHITTMANHART Interactive
- Past
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- Online Advertising and Marketing Professional at Freelance
- SVP, Strategic Planning and Creative at McElroy
- VP, Strategy and Creative at The Rabuk Agency
- VP, General Manager at Direct Partners
- VP, Account Director at TBWA/Chiat/Day
- VP, Account Director at BBDO
- Account Director/Account Supervisor/Account Executive at Goodby, Silverstein and Partners
- Account Executive at Foote, Cone & Belding
- Education
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- Norwich University
- University of California, Los Angeles
- Recommended
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25 people have recommended Tod - Connections
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359
connections
- Industry
- Marketing and Advertising
- Websites
Tod Rathbone’s Summary
Senior Online Marketing and Advertising Executive
• Innovative strategic thinker who can leverage customer insights into actionable, creative marketing programs that deliver business results.
• 360˚ Advertising and Marketing Experience: Interactive, CRM, Direct, Traditional and Brand.
• Broad range of client category experience: Tech, Package Goods, Consumer Electronics, Service, Retail, eCommerce, Youth/Kid.
• Passionate brand/business advocate with effective communication and presentation skills.
• Team player with leadership experience in high energy, creative business environments.
Tod Rathbone’s Experience
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Director of Innovation: Los Angeles
WHITTMANHART Interactive
(Privately Held; Internet industry)
November 2009 — Present (1 month)
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Online Advertising and Marketing Professional
Freelance
(Marketing and Advertising industry)
March 2007 — November 2009 (2 years 9 months)
Working with a range of agencies and client companies on a number of online/CRM projects.
Recent Assignments:
DePuy (Johnson & Johnson) Online Internationalization (KStreet)
IMAX, Kwikset, Fredericks of Hollywood (WHi)
WhittmanHart Interactive/LA
Strategic Planning - all clients
K Street Partners/NY:
- Citi – Small Business Global Architecture and Online Realignment
- Armstrong – Customer portal strategy and redesign
MRM/LA: Barbie Worldwide
- House Of Barbie Global CRM Architecture
Russ Reid/LA : Worldvison
- Donor experience audit and strategy
Clear Ink/Berkeley:
- Autodesk: Global search marketing strategy, Field sales self-service marketing online platform strategy and architecture, Customer “professional centric” CRM portal architecture -
SVP, Strategic Planning and Creative
McElroy
(Privately Held; Marketing and Advertising industry)
2002 — February 2007 (5 years )
• Clients: Nescafe Taster’s Choice, Nestea, Coffee-mate, Juicy-juice, Nesquik, Nestlé Crunch, Butterfinger, Carnation Instant Breakfast, 21st Century (AIG) Insurance.
• Led development of Nestlé annual brand online marketing plans and CRM strategies.
• Member of Nestlé Very Best Marketing award teams (Very Best Toddler, Coffee-mate first job)
• Led strategic effort to achieve Interactive AOR relationship with Nestlé USA.
• Key contributer to agency growth from $1MM to $15MM in annual gross revenue.
• Created Actionable Analytics product positioning and cost-saving modular agency capabilities. -
VP, Strategy and Creative
The Rabuk Agency
(Marketing and Advertising industry)
2000 — May 2002 (2 years )
Responsible for all strategic planning and creative development at this boutique interactive and design agency.
• Clients: buy.com, Symantec Software, homestore.com, Amgen and ARCO.
• Developed Transactional Branding agency positioning focused on CRM and e-commerce.
• Key contributer to new business and organic growth from $800K to $5M.
• Redesigned buy.com’s integrated online strategy and campaign resulting in 2x sales increases.
• Re-positioned homestore’s B2B online and offline marketing resulting in year on year growth. -
VP, General Manager
Direct Partners
(Public Company; OMC; Marketing and Advertising industry)
1998 — 2000 (2 years )
Hired as a brand marketing leader to help transform and grow this direct mail lettershop into a multi-media, integrated marketing company.
• Clients: ARCO, Earthlink, eToys, Stamps.com, E*Trade, PlanetRX.com.
• Developed integrated Brand Response positioning and strategic planning platform.
• Managed strategic, creative and business development operations.
• Member of executive management team.
• Pitched and won key accounts including Earthlink, eToys, Stamps.com, E*Trade and PlanetRX.com.
• Contributed to 100% growth year on year, which enabled purchase by Omnicom in 1999. -
VP, Account Director
TBWA/Chiat/Day
(Public Company; Marketing and Advertising industry)
1997 — 1998 (1 year )
Responsible for leading key account through significant brand transition.
• Clients: Energizer, G-Shock watches
• Led development of first “high-performance” bunny strategy still in use today, resulting in improved brand KPIs and eventual share gains in key product categories.
• Key contributer to new business win of Casio G-Shock watches. -
VP, Account Director
BBDO
(Public Company; OMC; Marketing and Advertising industry)
1992 — 1997 (5 years )
Was hired as a senior account person and then promoted to run the Apple account worldwide as Co-Account Director and lead new LA Cellular account.
• Clients: Apple Computer Worldwide, LA Cellular (AT&T Wireless).
• Developed first “family computer” strategy and campaign for Apple, which resulted in successful launch of Performa home computer line.
• Developed “What is Power” Higher Ed strategy which drove highest Higher-ed share to date.
• Co-led worldwide BBDO teams in adoption and execution of Apple global strategies and campaigns.
• Led development of LA Cellular’s award winning “Lost Words” campaign.
• Key contributer to new business wins including LA Cellular and Earthlink. -
Account Director/Account Supervisor/Account Executive
Goodby, Silverstein and Partners
(Public Company; OMC; Marketing and Advertising industry)
1987 — 1992 (5 years )
Supercuts, Adobe, Radius, Lucasfilm, Hasbro, Clarks of England
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Account Executive
Foote, Cone & Belding
(Privately Held; Marketing and Advertising industry)
1984 — 1987 (3 years )
Clorox, Epson
Tod Rathbone’s Education
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Norwich University
MA , Military History , 2008 — 2009
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University of California, Los Angeles
BA , English , 1980 — 1984
Additional Information
Tod Rathbone’s Websites:
Tod Rathbone’s Interests:
WWII Air Forces (see site at http://www.rathbonemuseum.com) Pop culture Graphic design
Tod Rathbone’s Groups:
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UCLA Alumni -
Advertising Professional -
eMarketing Association Network -
Online Advertising Professionals -
Norwich University Alumni Association -
BBDO Worldwide -
FCB/SF 80's Alumni
Tod Rathbone’s Honors:
Gold Effie - Apple Computer
Silver Effie - Apple Computer
Gold Clio - UC San Francisco
Silver Clio - Apple Computer
Silver Clio - Apple Computer
Bronze Clio - LA Cellular
Cannes Lions - Apple Computer
Tod Rathbone’s Contact Settings
Interested In:
- career opportunities
- consulting offers
- new ventures
- job inquiries
- expertise requests
- business deals
- reference requests
- getting back in touch
