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Talking With Simone Barratt

By Jose Mallabo on Friday, June 3, 2011

Last week, the company announced the appointment of Simone Barratt to president of GSI Global Marketing Services International. Simone was visiting the U.S. last week and was kind enough to entertain my questions. Having worked internationally, I was really curious about her take on digital marketing across all the regions and countries she oversees.

What is the biggest challenge to operating in a digital marketing service internationally?
Being based in the U.K. is both a personal challenge and an asset; having built the e-Dialog business in the U.K. and throughout Europe means that I know the market very well. This will be very helpful as we begin our efforts with GMS. Being located in the U.K. also means managing the distance between multiple time zones. But it’s not so much the time zones as it is the many cultures and languages of the markets within those time zones. That is the challenge. To do this at a world-class level, you have to intimately understand all of the consumer norms and behaviours of these markets. It’s not enough to translate into the 20 languages Skype operates in through Europe, we need to understand how their consumers behave around the communications we put in front of them.

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Tags: Asia, e-Dialog, email marketing, Europe, GSI Global Marketing Services, international, Simone Barratt