Leadership in Focus
Tobias Lee
Award Winning CMO + Board Member + Community Leader
Tobias Lee
Chief Marketing Officer
With a distinguished career spanning start-ups to Fortune 250 companies, Toby is a visionary marketing executive known for his strategic acumen and his ability to enhance customer experiences globally. As the current Chief Marketing Officer at Ever.Ag, he leads initiatives that significantly boost the efficiency and profitability of agricultural supply chains. His expertise is not only in delivering results today but also in positioning businesses for future success.
Toby’s rich background includes roles such as Chief Marketing and Customer Experience Officer at Guardian Life, a prominent Fortune 250 insurance firm, and Head of Marketing at Gartner. He also served as CMO for the Legal and Tax businesses at Thomson Reuters, where he managed a $13 billion portfolio. Further, his career includes senior marketing positions at notable companies like Trend Micro, Dell, and Toshiba, consistently driving growth and enhancing customer engagement across various markets.
Beyond his corporate achievements, Toby is actively engaged in the community and professional boards. He currently contributes his expertise to several advisory boards across the analytics, IT consulting, and technology sectors. His commitment to diversity and inclusion is evident through his involvement with the Asian Chamber of Texas, where he sits on the Board. His past roles include membership on the Greater Dallas Asian American Chamber of Commerce and executive sponsorship of the Thomson Reuters Asian Affinity Network. He is also a key player in the AAPI Marketing Executive Council.
“If you want to go fast, go alone. If you want to go far, go together.”
Campaign Highlights
Market through video
Tobias Lee, the Chief Marketing Officer at Ever.Ag, has demonstrated a remarkable ability to spearhead impactful marketing campaigns throughout his distinguished career. His innovative approach is exemplified in three of his most successful video campaigns.
From ag service providers to agronomists, we understand the dedication and long hours you put in during the growing season.
Ever.Ag
Fearless confidence only comes from trusted answers. Be encouraged by other “legal professionals” on what it means to Go Fearless.
Thomson Reuters
What sets a Taxologist apart? The value they bring to every part of a company – and their dashing good looks!
Thomson Reuters
Thought Leadership
Bridging the Digital Divide: Revolutionizing Agriculture Marketing with Demand Gen Ads and ABM
Bridging the Digital Divide: Revolutionizing Agriculture Marketing with Demand Gen Ads and ABM
In an era where digital transformation is remaking industries from the ground up, agriculture remains a sector deeply rooted in tradition. Yet, as the world becomes increasingly connected, an untapped potential exists to revolutionize this not-always-digital industry with cutting-edge marketing strategies. Ever.Ag’s approach, utilizing demand generation advertising coupled with Account-Based Marketing (ABM), presents a compelling case study of digital innovation in agriculture.
The Challenge of Digital Marketing in Agriculture
Traditionally, the agriculture industry has relied on direct relationships and word-of-mouth marketing. The challenge lies in the fact that many agricultural businesses operate in environments with minimal digital footprints. This reality poses a unique challenge: How can you leverage digital marketing strategies like demand gen ads and ABM in a sector where digital channels are not the primary mode of communication?
The Ever.Ag Marketing Team’s Solution: A Two-Pronged Approach
- Demand Generation Advertising: At Ever.Ag, we recognize that the first step in digital transformation is building awareness. Through targeted demand generation campaigns, we aim to introduce agricultural businesses to the digital tools and technologies that can enhance their operations. These campaigns are designed to educate and inspire, showcasing the real-world benefits of adopting digital solutions in agriculture.
- Account-Based Marketing (ABM): ABM allows us to go a step further by tailoring our marketing efforts to specific accounts. In the agricultural sector, this means identifying and engaging with key decision-makers within farming cooperatives, agribusinesses, and supply chain partners. By focusing on the specific needs and challenges of these accounts, Ever.Ag can provide personalized solutions that resonate on a deeper level.
Case Studies of Success:
- Increased Crop Yields through Precision Farming: Highlighting a campaign that targeted co-ops with information on how precision farming tools can lead to better yield decisions, ultimately showcasing significant improvements in output for those who adopted the technology.
- Risk Management for Livestock Producers: A targeted ABM campaign that demonstrated to livestock producers how Ever.Ag’s solutions could mitigate risks associated with price volatility and climate change, resulting in stabilized profits and enhanced animal welfare.
The Power of Education and Personalization
The success of Ever.Ag’s approach lies in its ability to educate its target audience about the benefits of digital adoption in agriculture while also providing personalized, actionable solutions. By addressing the specific challenges faced by agricultural businesses, Ever.Ag demonstrates how digital strategies can be adapted to any industry, no matter how traditional.
The agriculture industry stands on the brink of a digital revolution. By leveraging demand gen ads and ABM, businesses like Ever.Ag are not only bridging the digital divide but are also paving the way for a future where technology and tradition coalesce to create sustainable, efficient, and prosperous agricultural practices. As we move forward, the blend of targeted advertising and personalized marketing strategies will continue to transform not-always-digital industries, proving that innovation knows no bounds.
” pp_model_width=”70%” pp_model_content_color=”#414042″ pp_model_close_btn_color=”#414042″ pp_element_button_alignment=”center” pp_model_content_alignment=”left” pp_model_custom_margin=”50px|0|50px|0|false|false” _builder_version=”4.25.0″ _module_preset=”default” af_pp_text_font=”Josefin Sans||||||||” af_pp_text_text_color=”#414042″ af_pp_text_font_size=”15px” custom_af_pp_button=”on” af_pp_button_text_size=”17px” af_pp_button_text_color=”#ffffff” af_pp_button_bg_color=”#414042″ af_pp_button_font=”Josefin Sans|500||on|||||” af_pp_button_custom_padding=”15px|25px|10px|25px|false|true” custom_css_main_element=”}” custom_css_free_form=”.pdpp-model-body-text h3 {font-size: 24px!important;|| line-height: 1.2;|| color: #000000!important;|| font-weight: 800!important;|| font-family: ‘Josefin Sans’,Helvetica,Arial,Lucida,sans-serif!important;||}||.pdpp-model-body-text { font-family: ‘Josefin Sans’,Helvetica,Arial,Lucida,sans-serif!important;||font-size:15px!important;}||||et_pb_button pdpp-button { background: #414042;||color: #fff;|| ||}||.et_pb_button {|| background: #414042;||color: #fff;|| font-size: 16px;|| line-height: 1.7em !important;|| background-color: #414042;|| background-size: cover;|| font-family: ‘Josefin Sans’,Helvetica,Arial,Lucida,sans-serif!important;}||||a, a:link, a:visited {|| color: #fff;}||||a:hover {|| color: #414042!important;}” global_colors_info=”{}” af_pp_button_text_color__hover_enabled=”on|hover” af_pp_button_text_color__hover=”#414042″ _i=”2″ _address=”4.1.0.2″ theme_builder_area=”post_content” /]The Power of Connection with Video
The Power of Connection: Humanizing Marketing with Video to See and Understand Your Customer
In a world where consumers are bombarded with countless ads every day, making a genuine connection is more crucial—and challenging—than ever. Ever.Ag’s recent video, %22When I Grow Up,%22 exemplifies how companies can break through the noise by humanizing their marketing. This approach captures attention and fosters a deep sense of understanding and empathy, making customers feel seen and heard.
The Essence of Humanizing Marketing
At its core, humanizing marketing is about forging a connection that transcends the transactional. It’s about telling stories that resonate on a personal level, showing customers that a company doesn’t just see them as another number but as individuals with dreams, challenges, and aspirations. The %22When I Grow Up%22 video by Ever.Ag masterfully embodies this principle, weaving a narrative that speaks directly to the heart of anyone who’s ever dared to dream.
%22When I Grow Up%22 – A Case Study in Empathy and Aspiration
The video takes viewers on a journey through the eyes of children, full of hopes and dreams about their futures. It’s a powerful reminder of the innocence and aspiration that drive us all, connecting Ever.Ag’s mission with the universal desire to make a difference in the world. By aligning their services with the aspirations of not just the children but also the farmers, agricultural professionals, and communities they serve, Ever.Ag demonstrates a profound understanding of their customers’ lives and values.
The Impact of Video on Making Customers Feel Seen
Video, with its dynamic blend of visuals, dialogue, and music, has the unique ability to convey complex emotions and narratives quickly and memorably. %22When I Grow Up%22 leverages these elements to create a sense of intimacy and understanding, showing viewers that Ever.Ag is a company that genuinely cares about their future and the legacy they wish to leave behind. This level of empathy and recognition is what sets apart merely watching an ad from feeling genuinely connected to a brand’s message and mission.
Strategies for Humanizing Your Marketing with Video:
- Storytelling: Focus on narratives that reflect your audience’s experiences, dreams, and challenges. Make them the hero of your story.
- Authenticity: Ensure your video content reflects genuine insights into your customers’ lives and values. Avoid over-commercialization in favor of authentic expression.
- Emotional Connection: Use emotional cues to connect on a human level. Music, relatable characters, and genuine testimonials can all contribute to this.
- Value and Insight: Beyond storytelling, provide valuable information or insights that help your audience. Show that you understand their needs and have solutions.
In a digital age where personal connection can sometimes feel lost, video marketing offers a powerful tool to humanize your brand and make your customers feel truly seen and understood. Ever.Ag’s %22When I Grow Up%22 video stands as a beacon for companies striving to create more meaningful, empathetic connections with their audience. It’s a vivid illustration that at the intersection of understanding and aspiration lies the heart of impactful marketing.
” pp_model_width=”70%” pp_model_content_color=”#414042″ pp_model_close_btn_color=”#414042″ pp_element_button_alignment=”center” pp_model_content_alignment=”left” pp_model_custom_margin=”50px|0|50px|0|false|false” _builder_version=”4.25.0″ _module_preset=”default” af_pp_text_font=”Josefin Sans||||||||” af_pp_text_text_color=”#414042″ af_pp_text_font_size=”15px” custom_af_pp_button=”on” af_pp_button_text_size=”17px” af_pp_button_text_color=”#ffffff” af_pp_button_bg_color=”#414042″ af_pp_button_font=”Josefin Sans|500||on|||||” af_pp_button_custom_padding=”15px|25px|10px|25px|false|true” custom_css_main_element=”}” custom_css_free_form=”.pdpp-model-body-text h3 {font-size: 24px!important;|| line-height: 1.2;|| color: #000000!important;|| font-weight: 800!important;|| font-family: ‘Josefin Sans’,Helvetica,Arial,Lucida,sans-serif!important;||}||.pdpp-model-body-text { font-family: ‘Josefin Sans’,Helvetica,Arial,Lucida,sans-serif!important;||font-size:15px!important;}||||et_pb_button pdpp-button { background: #414042;||color: #fff;|| ||}||.et_pb_button {|| background: #414042;||color: #fff;|| font-size: 16px;|| line-height: 1.7em !important;|| background-color: #414042;|| background-size: cover;|| font-family: ‘Josefin Sans’,Helvetica,Arial,Lucida,sans-serif!important;}||||a, a:link, a:visited {|| color: #fff;}||||a:hover {|| color: #414042!important;}” global_colors_info=”{}” _i=”2″ _address=”4.1.1.2″ theme_builder_area=”post_content” /]Leading with Diversity: The Unseen Power of Inclusive Leadership and Teams
In an era where global challenges demand innovative solutions, diversity in leadership and teams has emerged not just as an ethical imperative but as a strategic advantage.
Leading with Diversity: The Unseen Power of Inclusive Leadership and Teams
In an era where global challenges demand innovative solutions, diversity in leadership and teams has emerged not just as an ethical imperative but as a strategic advantage. Diversity is more than a buzzword to me—it’s a commitment to creating spaces where diverse voices are heard and integral to decision-making processes. This commitment reflects a broader understanding that diversity and inclusion drive creativity, resilience, and growth.
The Value of Diverse Leadership
Diverse leadership brings many perspectives, experiences, and skills to the table, enabling organizations to approach problems from varied angles and find innovative solutions. Leaders like Yoshinobu Yoshida, whom I met while he was an EVP at Hitachi and their #3 executive, exemplify how diverse backgrounds contribute to a more nuanced understanding of the global marketplace. Their open-minded leadership style, often within more strict organizational structure, is a testament to the strength that comes from embracing a variety of cultural viewpoints, challenging homogeneity, and fostering a culture of belonging and respect.
Diversity Beyond the Numbers
Achieving diversity in leadership and on teams goes beyond simply meeting quotas or achieving a balanced demographic representation. It’s about cultivating an environment where diverse talent is recognized, nurtured, and leveraged for collective success. An executive’s involvement in organizations championing diversity underscores a dedication to mentorship and advocacy, ensuring that the next generation of leaders is diverse, well-supported, and ready to lead.
The Impact on Teams
Diverse teams are more than just a cross-section of society; they are a powerhouse of innovation and creativity. Studies have shown that teams with various backgrounds and experiences are better equipped to tackle complex problems, as they bring a wide range of solutions to the table. I champion this approach, advocating for teams that mirror the rich tapestry of society—teams that are not only diverse in ethnicity but also in thought, experience, and perspective.
Strategies for Fostering Inclusive Leadership:
- Intentional Recruitment: Prioritize diversity in your recruitment strategies. Look for talent in new places and value diverse types of experiences and educational backgrounds.
- Mentorship and Sponsorship: Develop programs that identify and support individuals from underrepresented groups, providing them with the mentorship and sponsorship needed to advance.
- Continuous Education: Encourage ongoing education on cultural competency, unconscious bias, and inclusive practices for all employees, especially those in leadership positions.
- Celebrate Diversity: Recognize and celebrate the diverse backgrounds of your team. Create platforms where employees can share their cultural experiences and perspectives, enriching the entire organization.
The journey towards truly inclusive leadership and diverse teams is ongoing, but leaders putting diversity high on their list of priorities pave the way forward. By embedding diversity into the DNA of their organizations, they demonstrate that the real power of diversity lies in its ability to foster innovation, resilience, and a deep sense of community. As we look to the future, it’s clear that the most successful organizations will see diversity not as a challenge to overcome but as an invaluable asset to embrace.
” pp_model_width=”70%” pp_model_content_color=”#414042″ pp_model_close_btn_color=”#414042″ pp_element_button_alignment=”center” pp_model_content_alignment=”left” pp_model_custom_margin=”50px|0|50px|0|false|false” _builder_version=”4.25.0″ _module_preset=”default” af_pp_text_font=”Josefin Sans||||||||” af_pp_text_text_color=”#414042″ af_pp_text_font_size=”15px” custom_af_pp_button=”on” af_pp_button_text_size=”17px” af_pp_button_text_color=”#ffffff” af_pp_button_bg_color=”#414042″ af_pp_button_font=”Josefin Sans|500||on|||||” af_pp_button_custom_padding=”15px|25px|10px|25px|false|true” custom_css_main_element=”}” custom_css_free_form=”.pdpp-model-body-text h3 {font-size: 24px!important;|| line-height: 1.2;|| color: #000000!important;|| font-weight: 800!important;|| font-family: ‘Josefin Sans’,Helvetica,Arial,Lucida,sans-serif!important;||}||.pdpp-model-body-text { font-family: ‘Josefin Sans’,Helvetica,Arial,Lucida,sans-serif!important;||font-size:15px!important;}||||et_pb_button pdpp-button { background: #414042;||color: #fff;|| ||}||.et_pb_button {|| background: #414042;||color: #fff;|| font-size: 16px;|| line-height: 1.7em !important;|| background-color: #414042;|| background-size: cover;|| font-family: ‘Josefin Sans’,Helvetica,Arial,Lucida,sans-serif!important;}||||a, a:link, a:visited {|| color: #fff;}||||a:hover {|| color: #414042!important;}” global_colors_info=”{}” _i=”2″ _address=”4.1.2.2″ theme_builder_area=”post_content” /]Career Milestones
Ever.Ag
Everything Agriculture
- Redefined brand promise with corporate campaign
- Incorporated media, ABM, outbound campaign to segment markets across portfolio
Demand Enablement
- Segment specify lead cycle definition in partnership with sales
- Launched first ABM and demand campaigns
Creative Brand Experiences
- Revamped content and video approach with more provocative messaging and design
- Redesigned HQ to infuse agriculture experience
Guardian
Organizational Leadership: First CMO, focused on centralizing the organization, optimizing structure and talent, and integrating new and existing capabilities in demand generation, customer experience, digital marketing, and thought leadership.
Innovative Marketing Strategies:
- Introduced Account-Based Marketing (ABM) in Group Benefits, yielding 3x ROI.
- Developed a scalable demand engine in Individual Markets.
- Supported initiatives for a renewed brand promise and direction.
Enhanced Thought Leadership: Revamped strategy with a stronger social presence, connected content to commercial campaigns, and integrated webinars, tripling webinar attendance and sales contributions year-over-year.
Thomson Reuters
Taxologist Campaign: Launched the first global customer-centric campaign for the Corporate Tax division, creating a movement among tax accountants and establishing annual awards and educational programs.
Go Fearless Campaign: Initiated a groundbreaking campaign for the Legal division, enhancing how legal professionals manage their practices with stage-specific content aimed at increasing product sell-through.
The Answer Company: Corporate campaign developed in collaboration with divisional CMOs and the Chief Communication Officer, promising trusted answers to enhance customer confidence and efficiency
Digital Transformation and Customer Experience:
- Significantly increased conversion rates through optimized data use and persona-based campaigns.
- Launched e-commerce for tax content and small law firm segments, with a comprehensive focus on the customer journey.
- Established a customer experience function, transforming internal leadership conferences into targeted customer experience forums.
Advisory Roles:
- Asian Chamber of Texas, Board Member
- Zeal IT Consultants, Advisory Board Member
- SW Strategies, Advisor
“I was on Toby’s team at Guardian for the past year and a half. In my career, I haven’t worked for a smarter marketer and more compassionate person. His in-depth understanding of digital, account based marketing approaches and strengthening marketing to benefit commercial results made a huge difference at Guardian and has created positive momentum that will continue to benefit the organization going forward.”
David Mahder
VP, Corporate Marketing
“It’s been a pure joy to have the opportunity to do a 2nd tour of duty with Toby over the past year at Guardian. Toby is the ideal type of people manager who fully and genuinely supports and coaches his team, but gives you the room to stretch and learn on your own and show what you can deliver to the business. Toby is laser sharp, deeply understands the art and science of marketing, and motivates his team to continually test, innovate and perform at their best. Toby will be an amazing asset to any organization he joins.”
Melissa Rothchild
Chief Marketing Officer
“I had the pleasure of working with Toby during a period of significant change and he was an extremely professional and dedicated leader. While demonstrating clear B2B marketing expertise, he was quickly able to understand the dynamics of a vast growth business and where marketing focus and resources should be targeted most effectively. Toby set a very high bar for his direct reports but provided clear direction and coaching to help achieve goals and demanded only as much as he himself was more than willing to put in – any organization would be lucky to have him. “
Rosemary Masterson
Global Head of Marketing