In this episode of the WeMarketers Podcast, I sat down with Carolina Rodriguez, VP of Marketing at World Emblem, the world’s largest patch and emblem manufacturer.
World Emblem is a 30-year-old manufacturing business. Carolina joined five years ago and helped modernize the brand by upgrading creative, building a behind-the-scenes storytelling engine, and aligning marketing and sales around shared outcomes. We also discuss how executive thought leadership on LinkedIn became a powerful growth lever, and what it looks like to scale a marketing team across regions while adopting lean operating principles.
Timecodes:
1:38 Intro to Carolina Rodriguez and what this episode covers
5:09 Rebrand execution, elevated creative, and bold unboxing kits
6:56 Internal buy-in, autonomy, KPIs, and sales alignment
7:46 Biggest challenge, translating customer needs into technical storytelling
8:58 Fixing marketing vs sales with the commercialization team
10:05 Scaling the marketing team from 8 to 18
10:48 Using lean principles for structure and performance
12:41 Why LinkedIn is their strongest channel
14:21 Executive storytelling and leadership presence on LinkedIn
15:23 The 360 approach across LinkedIn, PR, and ads
16:39 Why emblems are everywhere and how that reframed the category
19:59 Brand recognition growth and impact on sales
21:31 Carolina’s learning system, podcasts, team, and agencies
23:23 What they outsource in marketing
24:15 The challenge of SEO and evolving algorithms
25:07 Investing over 2M in AI to improve the buying experience
26:24 Advice on modernizing a legacy brand
27:29 How to connect with Carolina on LinkedIn
About the guest
Carolina Rodriguez is Vice President of Marketing at World Emblem, the world’s largest patch and emblem manufacturer. With over 20 years of experience across luxury, retail, and manufacturing, she has led high-impact campaigns, managed multimillion-dollar budgets, and driven digital transformation in the US and Latin America. At World Emblem, Carolina leads multi-brand, multi-market strategy, modernizing a 30-year-old manufacturing business through creative storytelling, distinctive packaging, and executive thought leadership that turns branding into measurable growth. You can connect with her on LinkedIn.
Connect with Carolina on LinkedIn: https://www.linkedin.com/in/carorod/
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Connect with Andrew Demianenko: https://www.linkedin.com/in/andrew-demian
WeMarketers Podcast Website:wemarketerspodcast.com
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WeMarketers RSS feed: https://media.rss.com/wemarketers/feed.xml
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Would you like to become the next guest? Do you know someone who could be a great fit? Drop us a line at info@wemarketerspodcast.com
