A 2016 Executive MBA alum, Rachelle Kuebler-Weber 16EMBA has built a career defined by strategic risk-taking, adaptability, and leading growth where it matters most.
Rachelle Kuebler-Weber’s career is a study in intentional risk-taking, adaptability, and knowing exactly where you create the most value. Today, she serves as Chief Marketing Officer at AEG Vision, but her path there was anything but linear—and that’s precisely what made it powerful.
Building Business Fluency Through the Executive MBA
Rachelle began her career as a technical expert, working at the intersection of technology, digital marketing, and IT. While she was successful early on, she recognized a gap. She was making decisions largely on instinct and wanted a deeper understanding of how businesses truly operate. That realization—paired with her role as an Emory employee at the time—led her to pursue her Executive MBA at Goizueta Business School.
During her MBA, two pieces of advice stuck with her and ultimately shaped the trajectory of her career: be willing to physically move to accelerate growth, and don’t be afraid to take a step back when entering a new industry. Kuebler-Weber took both to heart.
Taking Strategic Steps Back to Move Forward
After graduating, she made a bold move—literally and professionally—relocating from Atlanta to California to join E. & J. Gallo Winery. Despite previously holding a senior director title, she stepped into a senior analyst role to pivot into the consumer packaged goods (CPG) industry. It was a humbling decision, but one that paid off quickly. In just two years, she advanced from senior analyst to manager to senior manager, proving that short-term sacrifices can unlock long-term momentum.
Her next opportunity came through a recruiter who noticed her thought leadership and engagement on LinkedIn—a theme that would repeat throughout her career. At Dollar Shave Club (co-founded by an Emory alumnus), Kuebler-Weber was hired to modernize marketing technology and analytics. What began as a technical mandate quickly expanded into a transformational role. Through relentless curiosity and a habit of asking the right questions, she reshaped how the company approached customer segmentation, digital marketing, and ad targeting. Rather than working in silos, she brought people together, connected the dots across teams, and focused on outcomes that moved the business forward.
That ability to combine curiosity with connection became one of Kuebler-Weber’s defining leadership traits. As she puts it, the shift from being a “doer” to being a connector—someone who “known for bringing people together”—was pivotal in her evolution as a leader.
Owning a Niche in Private-Equity Growth
From there, Kuebler-Weber entered a space she hadn’t planned on but would ultimately come to own: private-equity-backed, multi-location healthcare organizations. She led digital marketing for National Veterinary Associates, relocating once again, and helped support growth from roughly 800 practices to more than 1,200. Her reputation in the space grew, and she was soon recruited to lead all marketing at Southern Veterinary Partners, a much smaller organization at the time.
Over four years, she helped scale the company to nearly 500 practices and played a role in what became the most successful exit of a privately held veterinary company in U.S. history. That experience cemented her niche—and her clarity. Kuebler-Weber discovered that she thrives in independently branded, private-equity-owned organizations where growth, strategy, and operator partnership matter most.
Leading With Curiosity, Clarity, and Empathy
Today, as CMO of AEG Vision, Kuebler-Weber leans into what has made her so successful with a long-term lens—often thinking six, twelve, or even eighteen months ahead—while surrounding herself with leaders she trusts to run the day-to-day. She also builds her team by not just hiring good talent by hiring good leaders. “There’s a leap between good people and good leaders,” she advises. One of her favorite tools for building trust and surfacing what truly matters is a deceptively simple question: “If I had a magic wand and could erase one problem from your radar, what would it be?”
Kuebler-Weber is candid about the realities of executive leadership. The job is never done. You won’t work 40 hours a week. And success depends on your ability to think beyond your functional expertise, understand the full business, and bring people together without ego or territorialism. She believes what differentiates those who rise into the C-suite from those who plateau is curiosity, comfort with ambiguity, and the ability to create win-wins across teams—while still crushing your core role.
Her advice to those aspiring to senior leadership is clear: figure out your superpowers, find the niche where they matter most, and own it. For her, that niche wasn’t planned—it emerged through a series of thoughtful risks, relocations, and decisions that stretched her just enough to grow. “I always focused on doing the next right thing,” she says, “and taking a risk that was just big enough to scare me—but not terrify me.”
Grounded, direct, and deeply human, Kuebler-Weber leads with both strategy and empathy. It helps when people like working with you. Or, as she so memorably puts it: “Don’t run with scissors. Be a good human.”
Goizueta’s Executive MBA prepares experienced professionals to take thoughtful risks, lead complex organizations, and accelerate their impact. Explore the Executive MBA program.
