Just like every market and culture, every brand's international challenge is unique. There are no off-the-shelf solutions that work in any international marketing context.
That's why to support my clients I work across a spectrum of functions and disciplines as a strategist, analyst and project manager.
Below are just a few examples of the types of questions I have helped my clients answer.
& MARKETING STRATEGY
MARKET ENTRY OPPORTUNITY ASSESSMENT
Should we enter the Russian market?
Should we enter the consumer market in Europe?
GO-TO-MARKET & LOCALISATION STRATEGY
How can we launch our digital platform in 20 non-English speaking countries within the next 12 months?
What should we change in our communications and positioning in the German market to attract more and higher paying customers?
What cultural norms and breakfast-related habits do we need to be aware of to successfully market our new cereals brand in the Middle East?
Will the name of our new technology communicate its functionality to our target customers around the world no matter what language they speak?
What should we change in our brand communications so that our target customers in Europe perceive us as a premium brand?
What should we change so that our target customers in our domestic market (Vietnam) perceive us as a premium brand offering international quality products?
How can we come across as a locally relevant brand without compromising our global identity?
How can we communicate scientific concepts in 13 languages in a way that educates and entertains and is easy for a 7-year-old to understand?
NAME DEVELOPMENT & ADAPTATION
What Arabic name should we give our new hotel so that non-Arabic speakers can easily remember it and feel welcome when they hear it?
How can we translate our new product name into German and Russian so that, when the logo is incorporated into packaging, two of the name's letters can become handles?
CONCEPT & CAMPAIGN LOCALISATION
How can we introduce a new product category to the Russian market and communicate our lighthearted brand?
How can we introduce a new product category to the Russian market and attract male customers aged 20–30?
LANGUAGE TALENT SOURCING
How can we communicate our global CSR initiative in a locally relevant way across 52 countries?
How can we retain our brand voice crafted to reflect our products’ aesthetics when translating our communications into 25 European and Asian languages?
LOCALISATION PROGRAMME MANAGEMENT
How can we localise and launch our multi-sided digital platform in two new countries every month with a localisation team of one?
How can we consistently transcreate 20+ advertising campaigns per year into 30+ languages?
LANGUAGE TEAM BUILDING & TRAINING
How can we adapt weekly newsletters into 15 languages without the need to validate content with native speakers?
How can we produce transcreation-quality marketing content across 12 languages without changing our translation management process?
My expertise lies in:
identifying and assessing risks and opportunities stemming from linguistic and cultural differences
developing strategies, processes and methodologies
sourcing in-market specialists with specific expertise
managing projects and people across geographies
building and guiding content production and management teams