Francesco Leone has helped some of the biggest brands in the world go international. As a marketing executive with Coca-Cola, Starbucks, and Colgate, he helped establish footholds in new markets. He has taken that international experience and uses it to help other brands through his marketing consulting agency called Goat Eye Strategy.

On this episode, Francesco walks us through his international marketing playbook. He talks about the lessons he has learned across his career and talks through the strategies and tactics that help a brand have a flawless international rollout.

Links

Full Notes & Quotes:http://bit.ly/2GCUxv5

Francesco’s Linkedin: linkedin.com/in/frleone/

5 Key Takeaways

- To work in different markets, think about culture, segment, and identity, not just national boundaries.

- Talent looks different in different markets. Make sure you know what you're looking for. A German resume will be different from a Japanese one, which will be different from an American one.

- Innovation can isn't just technological change. Understanding your consumer and repositioning your product is an important form of innovation.

- CMO's run into mistakes when they try to reach a theoretical consumer based on outside characteristics. It's important to speak to human needs.

- "Start with a brand that is successful in a market segment and then search for that same segment in other markets." - Francesco Leone

Bio

Prior to founding and running Goat Eye Strategy, Francesco served as the CMO of Pedal. Prior to that, he served as the VP of Global Categories and Operations for Arla Foods, and he has held top marketing positions for Coca-Cola, Starbucks, and Colgate.

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