Operations with Sean Lane Scaling An International Marketing Team Across 50 Countries With SEMrush’s Olga Andrienko
Apr 3, 2020
Olga Andrienko, the Head of Global Marketing at SEMrush, leads a team marketing in over 50 countries. She shares insights on the complexities of international expansion and the importance of understanding local cultures. Olga discusses the advantages of agile marketing, using smaller, flexible tests to optimize strategies. She emphasizes the role of micro-influencers in gaining customer insights and fostering brand advocacy. The conversation reveals how collaboration and a customer-first approach are key to overcoming challenges in diverse markets.
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Prefer Small Tests Over Big Bangs
- Run many small tests instead of one big campaign to move faster and reduce approval friction.
- Allocate small budgets so teams can execute without re-approval and iterate quickly.
Scale Requires Shifting Decision Power
- Agile marketing works best in small teams but requires shifting decision power as you scale.
- When marketing grows past ~100 people, more decisions must move to team leads for coordination.
Use Scrum Rituals To Run Marketing Sprints
- Use Scrum rituals: plan three-week sprints, run daily stand-ups, review work, and hold retrospectives.
- Turn retrospective findings into three prioritized problems to solve in the next sprint.
