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/

____________

Connect with Andrew Demianenko: https://www.linkedin.com/in/andrew-demian

WeMarketers Podcast Website: wemarketerspodcast.com

____________

WeMarketers RSS feed: https://media.rss.com/wemarketers/feed.xml

____________

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

Id. d’épisode : 1000745711185

GUID : da4fba64-1e9f-421f-b8b2-7e987d650cdd

Date de publication : 19/1/2026 à 08:56:29