In this episode of Retail Disrupted, Nataly Kelly, Chief Marketing Officer at Zappi, co-author of Brand Global, Adapt Local, shares insights from overseeing international operations and strategy at a large public tech company, explaining how proximity bias at headquarters can silence local teams and distort global decision-making.
Co-author and leading global brand expert Katherine Melchior Ray also explains why leadership relationships between HQ and regional teams matter, how brands define what stays fixed globally, and where local innovation should be encouraged.
🎧 Check out the full audio episode with Natalie Berg on retaildisrupted.com or wherever you get your podcasts!
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