At all levels of the marketing hierarchy — local, regional and global — comprehension and interpretation is manifested as, 'where you stand depends on where you sit.' Meaning beliefs and behaviors are contextual and sometimes limited to parochial interests. But an effective global strategy requires a shared vision aligning the perspectives and efforts up and down the organization.

On average we speak approximately 16,000 words daily. Of these, most are not facts but evaluations and judgments intertwined with emotion — some positive and helpful, others negative and less so.”
— Susan David and Christina Congleton, HBR

Although digital and social media can bring consumers and brands closer together by leveraging shared values, many markets still require a nuanced approach that recognizes cultural subtleties and local expertise. Balancing the tension between global brand leadership and local marketing needs involves empathy and adaptability.

The ability to recognize and understand the significance of culturally relevant communications, developed from immersive experiences living abroad, is valuable to informing a global leadership style. My global intelligence is shaped by experiences in 60 markets, from 11 roles while living in eight cities and six countries. Contextual marketing experiences — understanding the business and leadership through the various roles and regions — has fueled a cultural curiosity to understand and the agility to adapt to a unifying global perspective. 

Carmen has led brand and business units around the world. Whether changing the dynamic of global versus local in Australia, activating a new business model in Japan or developing a launch strategy involving 150 countries, he had to be comfortable with the chaos that comes with being ‘in the dark ’ to succeed. Agility, adaptability and quick learning are adjectives that aptly describe him.”
— Eric Weissinger: (fmr) Director Global Design Strategy, Brown-Forman