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