Explain the Why: Interview with Bob Rhatigan, CEO of Merz Aesthetics

I recently went one on one with Bob Rhatigan, CEO of Merz Aesthetics.

Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks or challenges have been most instrumental to your growth? 

Bob: I started my career at Procter & Gamble where I spent nine years working in a variety of roles ranging from sales to brand and corporate account management. I then moved to Allergan where I held multiple leadership positions, including Vice President of Botox Sales and Marketing and Chief Executive of SkinMedica®.  

I joined Merz in 2017 as CEO of Merz North America and progressed to CEO of Merz Americas. In 2019, Merz announced plans to reorganize into three independently operating businesses, including Merz Aesthetics. I was honored to be selected to be the global CEO of what is now the largest dedicated medical aesthetics business globally.

I have been in the medical aesthetics industry for more than 20 years and in those years there have been numerous successes and challenges. Merz Aesthetics’ first full year as a standalone business happened amid the COVID-19 pandemic. It was a challenging time for both our business and for me as a leader. Like so many others, our teams around the world were suddenly having to adapt to new ways of working. I had to balance supporting our employees with focusing on driving the business forward for our customers and patients.  

This past year confirmed for me that with the right guidance and support, your team’s potential for performance can be unlimited. Despite all the challenges facing us, in the second half of 2020, we achieved double-digit year-over-year growth in our medical aesthetics business. 

Adam: In your experience, what are the key steps to growing and scaling your business?

Bob: The key is to establish and maintain a strong core of values and operating norms. I believe this is the best avenue to scale a business quickly and effectively. Not only will it ensure sustained growth, but a strong company core will also foster a sense of loyalty and trust among your employees and customers. 

At Merz Aesthetics, one of our values is to persist in innovation. Instead of becoming content with our current status, I challenge our team to continually look for new ways to engage with customers and move the industry forward. 

Adam: What do you believe are the defining qualities of an effective leader?

Bob: Effective leaders should guide their team and organization with integrity, transparency, and trust. Your team should view you as an approachable advisor and motivator throughout the short and long-term. It sounds cliché, but I believe you should lead by example. The qualities and behavior you hope to see in your team should align with your own and therefore ultimately align with the organization’s purpose.

Adam: How can leaders and aspiring leaders take their leadership skills to the next level?

Bob: Observe the people around you. What qualities do you appreciate and value? What qualities do you not value? Learn from both the good and bad. Growth is best achieved by pulling from your surrounding environment and identifying the ways in which you can bring about impactful change. 

Adam: What are your three best tips applicable to entrepreneurs, executives and civic leaders?

Bob: “Keep the main thing, the main thing.” Reinforce your purpose and objectives in everything you do.

Explain the why rather than just the ‘what.’ It’s the best way to motivate people to do work that matters and moves the business forward. 

Create your company culture by building a strong team. An organization is only as good as the people behind it, so empower and trust them to produce their best work.

Adam: What is your best advice on building, leading and managing teams?

Bob: A good team is built, led, and managed through two acts of leadership. The first is setting a standard of excellence. Second, is offering consistent, fair and timely feedback on the team’s work. 

Two additional approaches I have found to be successful are coaching through inquiry and allowing everyone to be heard. Coaching through inquiry means that I ask probing questions of my team to help them identify gaps, validate approaches or strategize new solutions. I also believe that diversity of thought is important and can result in generation of better ideas. I welcome thoughts and opinions from everyone on my team regardless of the topic of discussion. 

Adam: What are your best tips on the topics of sales, marketing and branding?

Bob: Simplicity is key. Focus on a narrow range of activities and objectives which propel the business forward. It’s also important to know your target segment of customers by actively listening and developing insights into their needs.

Adam: What are your best tips on how to successfully launch new products?

Bob: When launching new products, find a meaningful point of differentiation and adhere to it. Every product at Merz Aesthetics is created and marketed with this goal in mind.

Adam: What is the single best piece of advice you have ever received?

Bob: Always focus on doing the right thing. Though simple, this phrase has been the guiding force behind every tough decision or risk throughout my career. 

Adam: Is there anything else you would like to share?

Bob: One final reminder is to be your authentic and true self at work. Conduct your work and leadership in a way that aligns with your personal values, interests, and everyday persona.


Adam Mendler is the CEO of The Veloz Group, where he co-founded and oversees ventures across a wide variety of industries. Adam is also the creator and host of the business and leadership podcast Thirty Minute Mentors, where he goes one on one with America's most successful people - Fortune 500 CEOs, founders of household name companies, Hall of Fame and Olympic gold medal winning athletes, political and military leaders - for intimate half-hour conversations each week. Adam has written extensively on leadership, management, entrepreneurship, marketing and sales, having authored over 70 articles published in major media outlets including Forbes, Inc. and HuffPost, and has conducted more than 500 one on one interviews with America’s top leaders through his collective media projects. A top leadership speaker, Adam draws upon his insights building and leading businesses and interviewing hundreds of America's top leaders as a top keynote speaker to businesses, universities and non-profit organizations.

Follow Adam on Instagram and Twitter at @adammendler and listen and subscribe to Thirty Minute Mentors on your favorite podcasting app.