Work & thinkingCase studyU.S. launch
Zero to twelve
I joined as the first U.S. employee, ran the domestic media team and worked with sales to win pitches. Over eighteen months, we built the account base from zero to twelve.
- Starting point
- An established international operation with no U.S. accounts.
- My role
- Lead domestic media, build plans and pitch decks, present to prospective clients and work with them after the pitch.
- Result
- 0→12Twelve accounts in eighteen months. Campaign budgets ranged from $20K tests to $6M launches.
Make the offer work for U.S. clients.
We had a 200-person international operation behind us. The work included adapting our offerings, services and positioning for the U.S. market, then showing clients what working with us would look like.
I built the pitch decks and media plans, presented alongside the sales team and joined client calls. Running the domestic media team meant my involvement continued beyond the pitch.
Our campaign work included Marty Supreme, Backrooms and Obsession.
A small test could open the next market.
One relationship began with a small international campaign, followed by additional budget and another test. The work expanded into six more markets, including Canada and eventually the U.S.
Clients already had busy schedules, and we were another partner to manage. We made time to talk through the work and looked for ways to give them time back.
Build the account base and the service together.
Over eighteen months, the account base grew to twelve. The work ranged from $20K tests to $6M launches. As the relationships grew, the job was to keep adapting to what each client needed from us.
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