The problem
Marketing at global scale fails quietly: markets run their own playbooks, budgets get defended not optimized, and nobody can answer the simple question — what did this actually move?
What I did
- Built and ran multi-market digital marketing programs with consistent measurement across regions and currencies.
- Replaced ad-hoc reporting with a single view of spend-to-outcome, so decisions were made on data instead of persuasion.
- Aligned local market teams around global priorities without flattening what works locally.
The result
Programs that could demonstrate return on investment — and a team that could say no to spend with evidence, and yes to spend with confidence.
[DRAFT — metrics to be verified and added: e.g. markets covered, budget managed, efficiency gains. Rukuma to confirm before publish.]