Ken Turner on Building Trust One Conversation at a Time

What I’ve Learned

When Ken Turner stepped into the role of Chief Marketing Officer at Red Bull North America, he inherited a large marketing organization, most of whom he had never met in person. While the organization was grappling with uncertainty of a new leader, offices were closed, employees were working from their bedrooms and kitchens, and the usual ways of building trust — hallway conversations, team offsites, casual lunches — had all evaporated.

For Ken, it was a critical moment. How do you lead an organization that you can’t physically stand in front of? How do you build trust when everyone is isolated, anxious, and looking for direction?

“It was less important for them to know me. It was more important for me to know them.”

How I’ve Sharpened

Ken made an unusual decision: he scheduled one-on-one conversations with each employee on his team who he had not met.

• Hundreds of conversations, 15 minutes each. He asked simple questions: “How are you doing? What’s important to you? What do you wish people or me knew about you?” Those conversations weren’t about performance reviews or task updates — they were about people.
• Spotting organizational patterns. Early in the conversations, he started hearing themes. Halfway through discussions, the themes became undeniable. By the time discussions had concluded, he had a real-time, ground-level picture of opportunities to motivate the organization. “It was like getting an MRI of the organization.”
• Turning listening into action. Ken didn’t stop at listening. He tracked the feedback, identified patterns, and made visible changes. When people saw their input reflected in leadership decisions, trust deepened.
• Making it a team practice. Ken encouraged his direct reports to do the same. Leaders at every level began investing more time in one-on-one conversations, helping to build trust and greater connectivity.

The impact was profound. People who felt invisible suddenly felt seen. Concerns that had been whispered in side channels surfaced openly. Small, fixable obstacles that had frustrated employees for years were cleared quickly.

“The most powerful thing you can do as a leader isn’t telling your story. It’s listening to theirs.”

Why It Matters

Trust isn’t built through grand speeches or all-hands emails. It’s built in conversations. By choosing to meet people where they were — literally, in their homes over video calls — Ken built bridges that spanned the isolation of Covid and laid the foundation for a culture of openness and accountability.

“If you want your team to follow you, first you need to follow their stories.”

About Ken Turner

Ken Turner is Chief Marketing Officer at Fanatics Collectibles and former CMO of Red Bull North America. With more than two decades of experience leading marketing and brand strategy, Ken is recognized for his people-first leadership style and his ability to build trust in times of uncertainty. His approach to leadership — rooted in listening, empathy, and connection — has made him a sought-after mentor and advisor for leaders navigating change.