"Brand Global, Adapt Local"

New book coming June 2025!

I’m thrilled to announce my book called “Brand Global, Adapt Local” about creating brand value across cultures based on insights from my twenty five years of marketing experience around the world. After working as a senior executive at Nike, Nordstrom, Louis Vuitton, Gucci, Hyatt, and Shiseido, I now lecture on international marketing at UC Berkeley Haas School of Business, CA.

Doing business internationally provides companies with access to new markets, opportunities and ideas to stimulate innovation, and diversified revenue streams. However, they also face new challenges of managing marketing strategies in innately more complex, diverse and changing socio-economic, cultural and competitive environments.

The best consumer brands in the world balance assuredness with inquisitiveness. They remain steadfast to their brand values, yet, through relentless curiosity about the subtle ways the consumer, and the cultures in which they live, are evolving, bring those values to life in ever-dynamic and compelling ways. The book offers a strategic and personal approach to global branding anchored in a global mindset— being open to understanding and adapting to differences—that leans into culture as it evolves to build cutting-edge brand relevance and value across diverse markets.

I believe when we challenge ourselves to see things differently, to embrace differences, we can create more valuable businesses and richer, more fulfilling lives. Follow me for updates on this book’s journey.