Nataly Kelly

Katherine Melchior Ray, a seasoned marketer with a background at Nike and Louis Vuitton, and Nataly Kelly, CMO at Zappi and former HubSpot VP, share fascinating insights into global branding. They discuss the necessity of cultural fluency and adaptability in branding strategies. Ray emphasizes the importance of listening beyond words to avoid cultural missteps, while Kelly highlights that authentic strategy must remain human, even in an AI-driven world. They also touch on evolving consumer values, underscoring the need for brands to authentically express their core values.

Nataly Kelly, CMO of Zappi and co-author of 'Brand Global Adapt Local', dives into how brands can align their unique voice with AI tools. She discusses the strategic steps to document brand values and create style guides that ensure authenticity in AI-generated content. Nataly shares her journey from ghostwriting to using AI for genuine communication, emphasizing the necessity of human editing to maintain quality. Additionally, she explores the balance of AI integration and personal connection in marketing for effective audience engagement.

In this conversation, Nataly Kelly, CMO at Zappi and author on global marketing, shares her insights on making brands resonate in diverse markets. She emphasizes the importance of flexible localization strategies tailored to local audiences. Nataly discusses hiring for potential and maintaining work-life balance. The complexities of language localization and the strategic partnership between marketing ops and RevOps play crucial roles in successful global expansion. She also offers tips on navigating platform algorithms and owning email lists for improved engagement.