Global Marketing Meets Local Flavor: Focus Brands SVP on Balancing Consistency and Relevance

Kerri Christian, senior vice president of marketing for international and retail channels at Focus Brands, oversees brands across more than 70 countries. She believes in achieving global consistency with local relevance.

Christian's experience began in brand management at Procter & Gamble, where she learned the importance of understanding consumer needs and adapting to change.

When launching Auntie Anne's largest partnership across many international markets, Christian made sure to get the fundamentals right before activation. This included creating a clear proposition, aligning with market leaders, and giving each market room to make it their own.

The biggest risk in global activations is assuming that what works in one market will automatically translate to another. Christian emphasizes the importance of preparation and local partnership to identify potential issues early on.