My job is to make sure yours is the exception.
Let's chat →What I do
Brands go international assuming the consumer is the same. They're not. Who they really are in the market is the harder question. The one that matters.
I build from the consumer: who they are, why they buy, how they decide. And the thread that holds the whole brand together across every market.
How I work
Every engagement is different. Let's chat about what you need.
About
Product marketing starts with the consumer and works backwards. Over twelve years across brands, markets and categories has only sharpened that instinct.
Grew up in London. Worked across Europe, Latin America and now LA, always inside international consumer brands, never agency side. I think like one of your team and make sure the strategy actually lands.
Most recently led product marketing at Ring (Amazon) in international markets.
Selected experience
"We've had great success in the US. We're live in European markets but growth is stagnant despite growing marketing investment. We're using the same assets, just translated, and they're not landing." · Head of International
Identified pain points by consumer per market. Built new USPs per product category. Rebuilt product comms across brand, advertising, website and retail to connect with what consumers were actually working on. Renamed products with local titles for understanding and discoverability. Built launch playbooks per market for future use.
Higher conversion at the end of the funnel as products sold matched market needs. Impact for internal teams too: less churn, more efficient launch processes.
"We're the market leader at home. New funding is fueling international expansion, but we'll be more underfunded than the competitors already in those markets. We need to find growth on a very limited marketing budget." · Founder
Mapped which markets fit based on local supply and demand dynamics. Built messaging that resonated with the local consumer in each (doubling as category education, since the category itself was new). Identified the channels that could drive organic growth locally.
Market leader in two new markets, beating bigger and better-funded competitors.
"The team has found product-market fit at home in the UK. They're now launching in Sydney and pre-launching in NYC. The fitness desires are similar across markets, but they have very little budget to launch with." · Lead Investor
Studied the local consumer's habits in each market. Tested messaging until the right one emerged. Scaled it across a tight set of tailored channels. Worked closely with the marketplace's supply side (local partners) to fuel demand-side growth.
Significant year-one growth, acquisition cost below baseline.
"We've been live in Mexico for a while but we're not growing. We don't know what's wrong. We need to re-launch, on a limited marketing budget and a lean team." · Emerging Markets Lead
Identified the issue: home-market positioning and pain points didn't match the local consumer or local way of life. Built new messaging with a local agency that knew the consumer cold. Shifted to channels bigger in Mexico (TikTok). Built assets from scratch with gen-AI, leading with creative testing before scaling the formats that worked.
Increased brand awareness from 6% to 18% in 3 quarters.
Contact
Thank you. I'll be in touch shortly.