Excerpted from Crossing Borders — Internationalizing Brands.
Despite increasing mobility among marketing executives, there is a clear shortage of high-quality, internationally focused marketing talent around the world. Being able to assess which members of a team have the right skill-sets and personal qualities to handle international assignments is critically important. Here we look at some of the characteristics most prevalent in marketers who perform well in their foreign assignments:
Global thinking, local skill. At the broadest level, a successful international marketer needs to combine local knowledge and cultural sensitivity with a broad-based category management mindset, while being fully aligned with the goals of the corporate centre.
Deep functional competence. This is vital, since it gives an individual the confidence to add value across a range of geographies. An intelligent use of metrics and the ability to focus on key data are also important. However, assuming that all potential candidates for international roles meet the baseline requirement of proven core marketing skills, the deciding factor in overseas appointments will usually come down to a combination of motivation, personality, soft skills and global mindset.
Career progression. The desire to give your career momentum is the prime motivator propelling most executives to take on an assignment overseas. To be willing and even eager to go abroad for your job is valuable, but is not enough on its own. To survive – let alone thrive – in an unfamiliar environment surrounded by very little support and infrastructure requires a combination of flexibility, sensitivity and robustness.
Transitional experience. One of the signs of a person’s motivation and flexibility is whether they have previously made a successful transition between two different divisions or types of role, whether they have moved successfully between staff and line jobs, have led high- and low-performance teams or have moved extensively within their own country. Each of these provides some evidence that the individual is able to adapt to a new cultural context outside their home market.
International experience. Executives who have had international exposure from an early age tend to have an advantage over their peers when it comes to developing a global mindset, which is perhaps the most critical quality of all.
Interest in the endeavour. It is axiomatic that those who willing and eager to take on the challenge of working in another country are more likely to succeed than those forced into the situation. A marketer who readily embraces an international opportunity is primed to do well. Beyond an inherent interest, though, there are a number of personal accomplishments and career goals that can be achieved by taking on an international assignment:
- Develop a fresh perspective that challenges your company’s and your own preconceptions.
- Differentiate yourself from your peers.
- It is a healthy way to break habits and set patterns of behaviour.
- Appreciate the difficulty faced by local teams.
- Develop an “outside-in” mindset.
- Bring the voice of the consumer alive inside the organization.
- Get into the depths of execution with limited resources.
- Become better equipped to design relevant programmes when you’re back at HQ.
- Test your adaptability, agility and ability to survive outside your comfort zone.
- Become fit for purpose in an increasingly globalized world.
Learn more about how marketing chiefs are rising to meet global challenges.