The Global Marketing Show

Wendy Pease sits down with global marketing strategist Jen Faucon, whose career spans major agencies and multinational brands. She now works at the intersection of global business, public policy, and sustainable development.

Jen’s core message is simple (and surprisingly tactical): great global marketing isn’t about giant budgets. It’s about smart strategy, cultural precision, and building systems that let local markets tell you when your “great idea” will backfire.

You’ll learn:

How Nestlé successfully introduced coffee in a tea-drinking country by shifting consumer behavior to a new moment of the day and using a simple Try → Share → Buy framework instead of expensive mass media.

Why translation is a strategic and cultural risk decision, not a tactical task, including how colloquialisms, imagery, and language choices can either build trust or get a brand banned from advertising in a market.

How global brands like Microsoft adapt one core idea across dozens of markets by keeping the strategy consistent while allowing local teams to change copy, visuals, humor, and layout to fit cultural norms.

In this episode, Wendy sits down with John Saylor, a seasoned international business leader, to explore what it really takes to succeed in global markets. Drawing on real-world experience across Europe and beyond, John breaks down common misconceptions about international expansion and explains why cultural nuance, local insight, and strategic patience matter more than speed or scale.

The conversation dives into how companies often underestimate regional differences, over-rely on English, and miss critical opportunities by treating “international” as a single market. John shares practical examples, lessons learned from market entry wins and failures, and advice for leaders who want to build trust, relevance, and long-term growth across borders.

Whether you’re just beginning to explore international markets or looking to refine an existing global strategy, this episode offers grounded, actionable insight from someone who’s been there.

You’ll learn:

Why “one-size-fits-all” global strategies fail — and how cultural, linguistic, and regional differences directly impact growth and trust

How to approach international market entry more strategically, including where companies commonly go wrong when expanding into Europe and other regions

What global-minded leaders do differently, from adapting messaging to building local credibility and long-term relationships

In this episode, Wendy sits down with Jessica Reynolds, Senior Director for the Office of International Investment and Trade at the Maryland Department of Commerce, to uncover how Maryland has become a powerhouse for helping companies scale internationally. 

Jessica breaks down the state’s innovative programs — from the Global Gateway soft-landing initiative to its publicly sponsored Innovation Lab — and shares real stories of startups, exporters, and industry leaders who transformed with the right support. Whether you’re entering the U.S. market, exploring foreign expansion, or navigating fears around IP, regulations, culture, or investment, this conversation gives you a roadmap for taking the leap with confidence.

You’ll learn:

How Maryland attracts and accelerates global companies through programs like Global Gateway, Soft Landing Exchange, and its state-run Innovation Lab: the first of its kind in the U.S.

Common pitfalls and fears companies face when going international (IP protection, regulations, readiness, investment hesitations) and the real resources available to overcome them.

Where businesses should start when expanding abroad or entering the U.S. market, and why there’s “no wrong door” when tapping into export councils, government agencies, and trade partners

Wendy Mackenzie Pease, President of Rapport International, interviews Alain Tranchemontagne, CEO of Alleviate, whose 30+ years in medical devices spans start-ups to Fortune 50 organizations. He has led teams across 5 continents, has held commercial and general management positions, and brings significant global experience in the areas of product and market development. He shares practical, battle-tested ways to enter new markets, build culturally diverse sales engines, and lead with data (and humility) across continents.

You’ll learn how to:

Build global demand the right way: Identify and activate credible KOLs, hire a local “anchor” leader, measure activity early, and make fast keep/replace decisions—while respecting culture and language on the ground.

Run a 90-day turnaround playbook: Weeks 0–12 = listen widely (patients, clinicians, data), co-create objectives with the team, then double down on what works using “data density” (lots of signals to see real patterns).

Go international without missteps: Sequence markets, map regulations and evidence needs, prioritize IP/trademarks, and treat translation as a regulated, technical task for pros—because “good enough” localization will bite you.

In this episode, Michelle Fox, a marketing leader at Rapport International, discusses her career journey and perspective on language solutions. Michelle shares how her background in high-growth B2B industries shaped her approach to authentic communication and why she was drawn to Rapport’s people-first culture and commitment to high-quality translation services. 

The conversation highlights the dangers of relying on low-cost, automated translation tools, stressing the importance of industry-specific expertise and cultural context that only professional linguists can provide. Michelle also unpacks best practices for global marketing, from clearly defining the ideal customer profile (ICP) to maintaining brand authenticity across markets and aligning sales and marketing efforts for impact. She emphasizes the role of customer feedback in shaping strategies and offers practical advice for companies scaling internationally. 

What You’ll Learn in This Episode:

Why professional translation is critical for technical and culturally nuanced content

The risks of relying too heavily on automated, low-cost translation tools

How to maintain brand consistency and authenticity across global audiences