In this episode I have an actual guest. I talk to Kirsten Pugsley, Head of Marketing for Go Sport and Al Mana Fashion Group's sports division, who shares her career journey and insights into marketing sports internationally.

Kirsten discusses the challenges and opportunities of working across diverse cultures, especially highlighting her transition from the UK to Dubai. She reflects on adapting to the different marketing dynamics in Dubai, where the mix of many nationalities impacts management and team dynamics. Her role involves navigating the complexities of a global market while being attuned to the nuances of local consumer behaviour and marketing strategies.

Kirsten also explores the strategic aspects of branding and maintaining a brand’s identity across different regions. She emphasises the importance of authenticity in branding, avoiding quick, trend-driven decisions that might dilute a brand’s core values. Her approach is about building a consistent and recognisable brand experience that resonates with diverse consumer bases.

The discussion covers her perspective on the evolving landscape of marketing and retail, the integration of digital and offline strategies, and her personal experiences that influence her professional ethos and decision-making. This episode offers valuable insights into international marketing and the strategic thinking behind maintaining and growing a global brand in the sports industry.

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