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174: Cultural Intelligence Series - Why great products get lost in global markets
Building a story that lands in one market is hard enough. Getting it to work everywhere, simultaneously, is where most global launches fall apart.
Erin Roesch, Global Product Marketing Manager, joins the Cultural Intelligence Podcast to talk about what it takes to go global and why the biggest mistake teams are making right now has nothing to do with budget or bandwidth. It’s about the story.
As a “Builder PMM” who turns complex capabilities into clear positioning, Erin knows that business needs rarely change across markets. What changes is the trigger; the legislation, the culture, the pressure a customer is feeling. And if your story doesn’t reflect that, you’re not just missing an opportunity. You could be pushing people away without realizing it.
Erin brings this to life through her own experience as an American living in the UK, a near-miss campaign launch in Germany, and why one country rarely equals one version. Her closing definition of Cultural Intelligence is worth the listen alone.
Guests
Erin is a builder. She thrives at the growth edge of organisations that need to turn complex or emerging products / initiatives into clear strategies, aligned teams, and measurable outcomes.
At a FTSE100 like Sage, this has meant shaping positioning, messaging, pricing, and go-to-market (GTM) strategy for propositions that span the portfolio. She’s led the launch of newly acquired carbon accounting technology and refined messaging for Sage Accounting, Sage’s core small segment cloud product. At present, her focus is on scaling Sage’s GTM for its embeddable Accounting, Payroll, Expenses, and Carbon APIs, working closely with business development reps to accelerate the sales cycle. She also works hand-in-hand with Sage’s enterprise customers (e.g., Monzo, HSBC, SumUp, and Tide) on joint value prop creation.
With 15+ years across comms and marketing, these experiences have all leveraged her strengths in simplifying complexity, aligning diverse teams, research-driven problem-solving, and shaping stories that move people to believe and act.
Hosts
Marine is RWS’s Head of Global Social Media, responsible for developing and implementing the company’s global social media strategy.
After graduating as a translator from German and English into French, Marine did her internship at RWS in Berlin as a translator and terminologist. After her internship, she continued to work for the RWS Berlin office as a technical translator for 5 years while continuing to learn about marketing and social media. She then did some consulting for RWS as a social media specialist and became RWS’s social media manager in 2021, managing the company social media channels and community.
Marine has a degree in translation and terminology from the UCLouvain in Belgium. In her free time, she enjoys learning foreign languages, doing sport and taking a walk in the sun to discover cute coffee places. She is based in Madrid, Spain.
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