Talia Baruch
International Product & Growth
as a Service
New Markets Expansion Strategy
+1.650.248.3125
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
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
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:
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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
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:
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Adjunct Professor, International Product Strategy, MBA at Middlebury Institute of International Studies, Monterey, California. 2017-2020
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Adjunct Professor, Global-Ready Digital Marketing Strategy, College of Business at San Francisco State University, California. 2018-2020
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Adjunct Professor, Design Thinking at the Executive MBA program, Hult International Business School, San Francisco, California. 2019-2021
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Adjunct Professor, MBI (Master's of Business Innovation) at CEDIM Design Graduate university in Mexico City & Monterrey MX. 2019-2021
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Keynote Speaker at LocWorld (Berlin, Dublin, Santa Clara), TAUS (Dublin), Worldware, SF Globalization, and Product Tank.
EDUCATION
2000
Grad School, Certificate Program
University California San Diego, California
Localization and Culturalization.
1993-1994
Master's Degree
Beit Berl College, Israel
Localization and Culturalization.
1988-1991
Bachelor's Degree
Tel Aviv University, Israel
English and French Linguistics and Literature.
EDUCATION
2000
Certificate Program
University California San Diego
Copyediting and creative content Transcreation
1993-1994
Master of Arts, MA
Beit Berl College, Israel
Applied Linguistics and Localization
1988-1991
Bachelor of Arts, BA
Tel Aviv University, Israel
English and French Linguistics and Literature.
CLIENTS
SKILLS
Entrepreneurial cross-functional
creative problem solver
Analytic, versatile,
clear communicator
SiteSpect (AB testing), Tableau, Splunk (data analysis), Jira, SQL, Presentation tools
International Product, Global Growth, Marketing, ISEO, Localization, Internationalization expertise
Cross-functional, big-picture vision, connecting the dots for holistic solutions
Cross-cultural, multi-lingual
(English, French, Hebrew)