Marcele Guimarães

International expansion is often treated as a launch project: localize the shop, activate marketing, connect operations and go live. But go-live is only Day 1.

A successful expansion starts much earlier, by translating a company's growth ambitions into a strategy that different teams can actually execute together. And it continues long after launch, when the assumptions made on paper meet the reality of a new market.

Drawing on three years of testing, learning and growing across different European markets, this session looks at the journey from strategy and cross-functional execution to Day 1 hypercare and the critical M1–M6 period.

We’ll explore how to connect strategy with cross-functional execution, what to pay attention to as a new market develops, and how to keep learning and adapting as the reality of the market unfolds.

The aim isn't to provide a secret expansion formula. It's to understand what to standardize, what to question and where to look when building the growth loop for a new market.

Because strategy gives you the direction, the blueprint gets you on the road — but the road will always make you adapt.