Supporting Global Expansion with On-the-Ground Research

Early in my career, I was part of a small team helping a U.S.-based telecom company expand its marketing into Europe. Working from London, I conducted primary research to better understand how international communities communicated across borders—interviewing consumers and mapping brand preferences in cities including London, Paris, and Brussels.

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The research focused on diaspora communities—including South Asian, African, and Eastern European populations—and directly informed international calling campaigns. I helped translate these insights into integrated advertising strategies for both European and U.S. multicultural markets.

 

Key contributions included:

• Conducting in-person market research across several European cities

• Identifying communication behaviors, media preferences, and brand awareness gaps

• Supporting global advertising plans with audience-specific messaging

• Collaborating on multicultural strategy for the U.S. market using global insights

 

This work shaped my foundation in audience-first marketing—balancing cultural nuance, global strategy, and real-world behavior to build meaningful messaging across borders.