How Nike Builds Global Marketing Campaigns: Localization, AI & International Expansion

What does it take to launch a marketing campaign that resonates across dozens of countries?

In this episode of The Global Marketing Show, Wendy Pease sits down with global marketing leader Tata Maytesyan, whose career spans Nike, Deloitte, British American Tobacco, Picsart, and AI consulting. Together, they explore how international brands successfully expand into global markets without losing local relevance.

You'll learn:

• How Nike developed emotionally resonant campaigns for the FIFA World Cup
• Why localization is far more than translation
• Common international marketing mistakes companies make when entering new markets
• How AI is changing market research and customer insights
• Practical strategies for launching products across cultures
• The importance of local experts, translators, and cultural intelligence
• Why B2B localization requires a different approach than consumer marketing

Whether you're a global marketer, localization professional, CMO, or business leader expanding internationally, this episode offers actionable insights on building campaigns that connect across languages, cultures, and markets.