International Product Strategy

Talia Baruch

Product, Growth & Marketing Executive

International Product as a Service

New Markets Expansion Strategy

+1.650.248.3125 (M)

www.yewser.net

San Francisco, California

Hello! I'm Talia

I have been leading global-ready product/marketing strategy and roadmap rollout for geo-fit performance, accelerating growth in international markets at Google, Starbucks, VMware, Blurb.com, SurveyMonkey, and LinkedIn for 20+ years. My expertise is in global-ready and geo-fit product strategy, building the right local experience on a global scale to meets the needs across culture codes and market wants. I optimize the holistic customer journey through product discoverability, high-intent acquisition, engagement, conversion, retention and brand bond loyalty in new markets entry. I help companies adapt the product performance to maximize adoption in their target international markets. I work cross-functionally to build strategic partnerships and alliance networks, tracking relevant datasets on country-level voice of the customer and measuring implicit data signals to inform MVP KPIs. I create the custom Country Playbooks and PRDs for i18n, l10n, ISEO/ISEM and product geo-fit.
I founded Yewser in 2017, providing International Product as a Service and helping companies maximize their global growth goals. I also founded GlobalSaké in 2017--as a collective of global tech leaders for industry knowledge share. I created The ParlamINT 2021 monthly events program series.

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 www.yewser.net/

Help companies accelerate global growth ground up, building brand bond worldwide with product geo-fit. We audit the full-cycle of the unique user journey: discoverability, onboarding, engagement, conversion, retention, and brand loyalty. We then create the custom playbook for optimizing adoption in your target market. Growth success is measured by Retention.

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 and UK.

Build new features and marketing campaigns fitted for priority markets: China, India, MENA and Germany strategy. Partner with cross-functional teams to drive horizontal initiatives and deliver new product experiences with lift to the business bottom-line. 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 develop Linkedin's Skills platform for relevancy recommendations systems.

2012-2015

Senior International Product Manager, Growth

2009-2012

Founder,International Product 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.

Educator, Trainer, Speaker in worldwide 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, Executive MBA program at Hult International Business Graduate School, San Francisco, California. 2019-2021
Adjunct Professor, MBI (Master's of Business Innovation) at CEDIM Design University in Mexico City. 2019-2021
Keynote Speaker at Localization World (Berlin, Dublin, Santa Clara), TAUS (Dublin), Worldware, SF Globalization, and Product Tank.