International Expansion
Your Markets Are Ready. Your Marketing Infrastructure Isn't.
Whether you're taking your DACH business global or scaling across multiple international markets simultaneously, the channels aren't built, the team coordination is breaking down and the window to move is now. I step in as Fractional CMO and build the marketing engine for your international growth.
4
International markets led simultaneously as Fractional CMO
30%
Avg. YoY student recruitment growth across international markets (2022–2024)
Student recruitment growth across GUS Higher Education portfolio brands
21
Countries with active performance marketing campaigns
"The companies that expand successfully don't micromanage five markets from one office. Execution happens on the ground — not over video calls from headquarters."
The Expansion Wall
Where companies get stuck
What worked at home doesn't travel
Marketing that drives growth in Germany often fails to convert in the UK, US or other European markets. Messaging, channels and sales cycles differ. Adapting without losing brand coherence requires both strategic clarity and local knowledge.
No multi-market infrastructure
Running campaigns across several markets from one central team without dedicated reporting, market-specific channel setup and clear ownership is guesswork at scale. Most companies build this too late.
Team coordination breaks down
International teams without shared processes and aligned priorities pull in different directions. Local execution diverges from global strategy and nobody owns the gap.
No dedicated marketing leadership for the new market
A new market without dedicated marketing ownership rarely gets the focus it needs. Strategy set from a distance, without someone accountable for results in that specific market, produces predictable outcomes.
The Work
What I build
Strategy & Positioning
- Market validation: where to play and where not to
- Positioning for each target market — not a translation of home market messaging
- Go-to-market roadmap with channel prioritisation
- Budget framework and ROI modelling per market
Channel & Infrastructure
- Performance marketing across the right channels for each target market and audience — search, social, platform-specific where relevant
- SEO foundation: local keyword strategy, landing page architecture, technical baseline — including GEO and AEO for AI-driven search visibility
- CRM and marketing automation: lead capture to nurture, cross-border
- Agency and partner selection for local execution where needed
Team & Coordination
- Interim marketing leadership until internal hire is in place
- Onboarding and briefing of local teams and regional partners
- Reporting architecture that gives central leadership visibility without micromanaging local execution
- Handover: a system that runs without me
International by Experience
Track record
Campus launches in Dubai and Barcelona. Cross-border lead generation across 20+ markets including Europe, Asia, Africa and the Middle East. Built and led distributed marketing teams across Germany, Europe, South East Asia, India and the Philippines. This is not a service I am scaling into, it is what I have been doing for the past decade.
Brands I worked with
Choose Your Entry Point
Engagement options
Marketing Audit & Roadmap
2–4 weeks | Fixed scope
For companies that need clarity before committing to a full mandate. Assessment of current marketing status, target market readiness and a prioritised action plan. Works as a standalone or as the start of a longer engagement.
International Expansion Mandate
6–18 months | Fractional or Interim
Full marketing ownership across your target markets. Strategy, execution, team coordination and handover. Available fractional (2–4 days per week) or full-time interim.
Planning Your Next Market?
Let's assess your current marketing infrastructure and map what a structured international expansion looks like — before the pressure builds.
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