Rachelle Sokan, CMO.
Rachelle is CMO at Spark, where she leads marketing and brand strategy. She specializes in building content ecosystems that scale across global markets.
Scale without structure creates risk, not growth.
For many global organisations, expansion into new markets doesn’t fail because of strategy; it fails because content operations can’t keep pace.
Consider this: enterprises today produce 5–7 times more content than they did just five years ago, according to IDC. Add multiple languages, regions, and channels, and that volume becomes exponential. What begins as a manageable localisation effort quickly becomes fragmented and high risk.
A common scenario: a consumer goods company launches a new product line across 12 markets. Marketing assets are developed centrally, but localisation is handled regionally. Packaging updates are managed by another team, while digital content sits with external agencies. Within weeks, inconsistencies emerge, product claims differ by market, terminology varies across channels, and timelines begin to slip.
This is not unusual. In fact, 72% of companies report challenges maintaining brand consistency across global markets (CSA Research). The root cause is rarely linguistic, it’s operational.
Organisations often reach a tipping point when:
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Campaigns expand internationally faster than localisation processes can scale
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Multiple agencies operate in silos without shared terminology
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Regulatory requirements vary across regions, increasing review complexity
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Product launches require synchronised content across packaging, digital, and marketing
