Passport, please: Marketing’s unexpected trip to ‘going global’

Ever had that moment where your CEO casually says to you “I've had an idea, let’s go international, so congratulations your market just tripled” Suddenly, it’s not just about growing, it’s about scaling across borders, cultures and entirely different customer expectations. In this episode of CMO Therapy, I sit down with Jasper Martens, CMO at PensionBee, to unpack what really happens when you take your brand global.We talk about where to start, what not to assume and why you need to treat localisation like a non-negotiable, not an afterthought. Jasper shares what he learned the hard way: “You can’t add culture later like a hat - you need your outfit ready before you start.”From building the right team and budget planning to navigating brand tone and working with strategic partners, we get into the real-world nitty-gritty of making international expansion actually work.If you’re thinking about growing beyond your home turf, this one’s packed with the stuff you really need to know.Music clip by Filo Starquez, Divergence1

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