Tod Rathbone

Current

• Independent Professional at Consulting (Self-employed)

Past

• SVP, Strategic Planning at Clear Ink
• SVP, Strategic Planning and Creative at McElroy
• Partner, Creative Director at Direct Associates

• Creative Director at The Rabuk Agency
• VP, General Manager at Direct Partners
• VP, Account Director at TBWA/Chiat/Day
• VP, Account Director at BBDO
• Account Director at Goodby, Silverstein and Partners
• Media Planner then Account Executive at Foote, Cone & Belding

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Education

• Norwich University
• University of California, Los Angeles

Recommended

15 people have recommended Tod

Connections

241 connections

Industry

Marketing and Advertising

Websites

• My Website

Tod Rathbone’s Summary

Goals:
1. Find a highly creative, rewarding work environment in the SF Bay Area.
2. Apply the years of knowledge, experience and insights of my agency work to a marketing or creative position in a different kind of company.
3. Work in a company environment where my passion, intelligence and creativity fit in well and are valued.

Professional Experience:
+ 25 years of experience in online, general and brand marketing working as a senior strategist and client partern at the West Coast's top award-winning agencies.

+ Blue chip client list across multiple industries including package goods, consumer electronics, technology, online retail and services and B2B.

+ Strong track record of delivering results for my clients and my companies, including business results, campaign metrics, new business and award-winning creative work.

+ Keen intellectual curiosity has inspired me to pursue new frontiers, new ideas and new aspects of the industry as an intended goal of a highly diversified career.

+ Well regarded by the great people I have had the good fortune to work with (see recommendations below).

Tod Rathbone’s Specialties:

+ Deep experience in strategic planning for about any kind of marketing objective there is including customer acquisition, retention and loyalty; brand positioning, awareness and re-positioning; new product positioning and launch; consumer insight development, segmentation, communication and exploitation; trend analysis and incorporation; creative insight, brief and execution.

Tod Rathbone’s Experience

• Independent Professional

  Consulting (Self-employed)

  (Self-Employed; Marketing and Advertising industry)

  November 2007 — Present (7 months)

• SVP, Strategic Planning

  Clear Ink

  (Privately Held; 51-200 employees; Marketing and Advertising industry)

  March 2007 — October 2007 (8 months)

  I was recruited to this Berkeley interactive agency to bring a new consumer-based perspective to current and new business accounts. Major client assignments include Autodesk, Sun, HP and leading numerous new business efforts.

• SVP, Strategic Planning and Creative

  McElroy

  (Privately Held; 51-200 employees; Marketing and Advertising industry)

  2002 — February 2007 (5 years)

  Nestle Beverage brands (Nesquik, Juicy Juice, Coffee-mate, Nescafé Taster's Choice), Nestle Confection brands (Butterfinger, Crunch, Sweetarts, Baby Ruth), Nestle Nutrition brands (Carnation Instant Breakfast), Pepperdine University, Sara Lee Foods, Creative Artists Agency, 21st Century Insurance.

• Partner, Creative Director

  Direct Associates

  (Marketing and Advertising industry)

  2001 — 2002 (1 year)

  Along with my business partner, we created a small, independent, integrated communications company that supplied marketing strategy and creative execution for Arco, AM/PM and MoneyMart.

• Creative Director

  The Rabuk Agency

  (Privately Held; 11-50 employees; Marketing and Advertising industry)

  2000 — May 2002 (2 years)

• VP, General Manager

  Direct Partners

  (Public Company; 201-500 employees; OMC; Marketing and Advertising industry)

  1998 — 2000 (2 years)

  Was the first General Manager at this fast growing integrated marketing agency working directly with the three founders. Drove and managed dramatic growth during dot.com years bringing broadcast and interactive practices to this primarily direct mail shop. Leveraged previous Omnicom experience to help co-ordinate a successful sale of DP to the holding company. Clients included E*trade, eToys, Stamps.com, Earthlink, PlanetRX, Mars, Kal Kan, Uncle Bens and Arco.

• VP, Account Director

  TBWA/Chiat/Day

  (Public Company; 1001-5000 employees; OMC; Marketing and Advertising industry)

  1997 — 1998 (1 year)

  Energizer

• VP, Account Director

  BBDO

  (Public Company; 5001-10,000 employees; OMC; Marketing and Advertising industry)

  1992 — 1997 (5 years)

  Apple Computer Worldwide

• Account Director

  Goodby, Silverstein and Partners

  (Public Company; 51-200 employees; OMC; Marketing and Advertising industry)

  1987 — 1992 (5 years)

  Supercuts, Adobe, Radius, Lucasfilm, Hasbro, Clarks of England

• Media Planner then Account Executive

  Foote, Cone & Belding

  (Marketing and Advertising industry)

  1984 — 1987 (3 years)

  Clorox, Epson

Tod Rathbone’s Education

• Norwich University

  MA, Military History, 2008 — 2009 (expected)

  Currently pursuing my Masters of Military History

• University of California, Los Angeles

  BA, English, History, 1980 — 1984

  Activities and Societies:

  College Honors
  Phi Beta Kappa

Additional Information

Tod Rathbone’s Websites:

• My Website

Tod Rathbone’s Interests:

WWII Air Forces (see site at http://www.rathbonemuseum.com) Pop culture Graphic design

Tod Rathbone’s Groups:

Orders and Medals Society of America

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