International Product Strategy

Talia Baruch

International Product & Growth

as a Service

New Markets Expansion Strategy

+1.650.248.3125

talia@yewser.net

www.yewser.net

San Francisco, California

Hello! I'm Talia

Brief Bio here. I have been leading global-ready and geo-fit product and growth adoption in new markets at Google (Maps & Earth Localization), Starbucks (MENA expansion), VMware (LATAM expansion), SurveyMonkey, and LinkedIn for 23 years. My expertise is in developing and orchestrating a global-ready-first mindset across the organization, aligning international core objectives across all functional key stakeholder leads, and bridging HQ with local Hubs for effective growth in international markets. I build the geo-fit product growth strategy, rendering the right local experiences on a global scale, integrating the relevant regional and cultural factors. I optimize the holistic international customer journey from discoverability, high-intent acquisition (SEO/SEM), engagement, conversion, retention and brand bond loyalty. I help companies optimize product & growth marketing performance to maximize their headroom adoption in new markets, building strategic partnerships and alliance networks, tracking routine country-level datasets, capturing customer pulse, measuring implicit and explicit signals for informed MVP KPIs. I create the Country Playbooks and PRDs for i18n, l10n, ISEO/ISEM and product/marketing geo-fit optimization.
In 2017, I founded Yewser, providing International Product Growth as a Service, and founded GlobalSaké--a collective of cross-functional global tech executives driving international expansion. In 2021, I launched The ParlamINT, GlobalSaké's monthly interactive virtual events program for corporate education & industry collaborations.

EDUCATION

EXPERIENCE

2017-Current

CEO, Founder

Yewser

Help companies build bond worldwide with a fitted go-to-market product strategy. Define target markets, addressable segments, value proposition, and growth opportunity. Audit product performance and build the playbook by geo to maximize lift in user acquisition, engagement, conversion to paid, and retention in-country. https://www.yewser.net/

2015-2017

Head of International Product Management, Global Growth

2015-2017

Head of International Product Management, Global Growth

SurveyMonkey

Define target markets and product growth opportunity. Build the 3-year strategy vision and plan for optimized product experience maximizing brand trust penetration in priority markets. Run international AB experiments, user qual/quant studies and market research. Establish local strategic partnerships. Build geo-relevant pricing and payment platforms. Develop new personalized geo-specific top-of-funnel flows for quality new customer acquisition. Partner across teams, functions and borders to deliver effectively on horizontal efforts. Exceeded international revenue targets.

Build new features fitted for priority markets: China, India, MENA and Germany strategy. Partner cross-functional with international teams to drive horizontal initiatives and deliver new product experiences with lift to the business success metrics. Build bidirectional product performance for mobile and desktop. Lead internal education on internationalization, localization, and product culturalization. Drive multilingual multi-geo data standardization and help build Skills platform for relevancy systems.

2012-2015

Senior International Product Manager

2009-2012

Founder,International Product Strategy & Localization Content Management

Copyous

Develop global content strategy, product-market-fit, international branding, and localization. Train internal teams on best practices for scaled platform solutions and multilingual multi-geo SEO, domain treatments, and e-commerce dev for in-country discoverability, brand loyalty and adoption in new markets' entry.

2006-2009

Senior Localization Product Manager

Google

Manage global production teams to deliver on internationalized and localized Earth and Maps products.

2000-2005

Senior Localization Program Manager

Lionbridge, Enlaso, Translations.com

Manage cross-functional teams of in-country linguists, engineers, UX designers, and marketers to produce internationalized and localized websites, software, mobile apps and documentations. Developed automated translation management systems and tools.

1995-1998

Education Officer

British Council, Tel Aviv, Israel

Advisor for incoming Grad students entering universities in the UK.

Regular Speaker in International Product and Localization conferences worldwide:

Speaker at the Monterey Institute of International Studies, MA Program, California.
Speaker at Localization World in Berlin, Dublin, and Santa Clara.

EXPERIENCE

2017-Current

CEO, Founder

Yewser

Help companies build bond worldwide with a fitted go-to-market product strategy. Define target markets, addressable segments, value proposition, and growth opportunity. Audit product performance and build the playbook by geo to maximize lift in user acquisition, engagement, conversion to paid, and retention in-country. https://www.yewser.net/

2015-2017

Head of International Product Management, Global Growth

2015-2017

Head of International Product Management, Global Growth

SurveyMonkey

Define target markets and product growth opportunity. Build the 3-year strategy vision and plan for optimized product experience maximizing brand trust penetration in priority markets. Run international AB experiments, user qual/quant studies and market research. Establish local strategic partnerships. Build geo-relevant pricing and payment platforms. Develop new personalized geo-specific top-of-funnel flows for quality new customer acquisition. Partner across teams, functions and borders to deliver effectively on horizontal efforts. Exceeded international revenue targets.

Build new features fitted for priority markets: China, India, MENA and Germany strategy. Partner cross-functional with international teams to drive horizontal initiatives and deliver new product experiences with lift to the business success metrics. Build bidirectional product performance for mobile and desktop. Lead internal education on internationalization, localization, and product culturalization. Drive multilingual multi-geo data standardization and help build Skills platform for relevancy systems.

2012-2015

Senior International Product Manager

2009-2012

Founder,International Product Strategy & Localization Content Management

Copyous

Develop global content strategy, product-market-fit, international branding, and localization. Train internal teams on best practices for scaled platform solutions and multilingual multi-geo SEO, domain treatments, and e-commerce dev for in-country discoverability, brand loyalty and adoption in new markets' entry.

2006-2009

Senior Localization Product Manager

Google

Manage global production teams to deliver on internationalized and localized Earth and Maps products.

2000-2005

Senior Localization Program Manager

Lionbridge, Enlaso, Translations.com

Manage cross-functional teams of in-country linguists, engineers, UX designers, and marketers to produce internationalized and localized websites, software, mobile apps and documentations. Developed automated translation management systems and tools.

1995-1998

Education Officer

British Council, Tel Aviv, Israel

Advisor for incoming Grad students entering universities in the UK.

Regular Speaker in International Product and Localization conferences worldwide:

Speaker at the Monterey Institute of International Studies, MA Program, California.
Speaker at Localization World in Berlin, Dublin, and Santa Clara.

EXPERIENCE

2017-Current

Founder, Principal

Yewser Consulting: www.yewser.net/

Help companies accelerate global growth ground up, building brand bond trust worldwide with product/marketing geo-fit. I audit the full-cycle of the unique customer journey: discoverability, onboarding, engagement, conversion, retention, and brand loyalty. I then create the custom playbook for optimizing adoption in the target markets. Growth success is measured not by top-of-funnel Registration, but by downstream Retention.

Head of GlobalSaké: Corporate education, cross-functional collaboration

2017-Current

Advisor for startups in emerging markets

Google Accelerator

Train and advise Google's portfolio startups in applied machine learning innovation technologies in emerging markets.

2015-2017

Head of International Product, Global Growth

SurveyMonkey

Build new-markets' entry strategy, create the product roadmap plan, develop frameworks and execute to win sustainable global growth. Develop geo-fit new features and marketing positioning to maximize local market adoption. Run international AB tests, user qual/quant studies and market research. Partner across teams, functions and borders to effectively deliver on horizontal efforts. Lead product and marketing initiatives maximizing new growth in Germany, UK, CA, AU.

Create the new markets' entry/adoption strategy. Lead a team building new features and marketing positioning for priority regions: China, India, MENA and DACH. Collaborate with the cross-functional teams to drive horizontal international initiatives and deliver product geo-fit experiences with lift impact to the business bottom-line. Build bidirectional performance for all mobile and desktop features/assets. Lead internal education on internationalization, localization, and product culturalization. Drive multilingual multi-geo data standardization and help develop Linkedin's Skills platform for global relevancy recommendations systems.

2012-2015

Principal International Product Growth Manager

2009-2012

Founder, International Growth Strategy & Localization Content Management

Copyous

Develop global content strategy, local creative content transcreation, product-market-fit, international branding, and localization. Train internal teams on best practices for scaled platform solutions and multilingual multi-geo SEO/SEM.

2006-2009

Senior Localization Product Manager

Google, Maps & Earth

Manage internationalization and localization, Maps and Earth products.

2000-2005

Senior Localization Program Manager

Lionbridge, Enlaso, Translations.com

Manage cross-functional teams of in-country linguists, engineers, UX designers, and marketers to produce internationalized and localized websites, software, mobile apps and documentations. Developed automated translation management systems and tools.

1995-1998

Education Officer

British Council, Tel Aviv, Israel

Advisor for incoming Grad students entering universities in the UK.

Teacher, Trainer, Speaker at international industry conferences & universities:

Adjunct Professor, International Product Strategy, MBA at Middlebury Institute of International Studies, Monterey, California. 2017-2020
Adjunct Professor, Global-Ready Digital Marketing Strategy, College of Business at San Francisco State University, California. 2018-2020
Adjunct Professor, Design Thinking at the Executive MBA program, Hult International Business School, San Francisco, California. 2019-2021
Adjunct Professor, MBI (Master's of Business Innovation) at CEDIM Design Graduate university in Mexico City & Monterrey MX. 2019-2021
Keynote Speaker at LocWorld (Berlin, Dublin, Santa Clara), TAUS (Dublin), Worldware, SF Globalization, and Product Tank.