Talia Baruch
Product Growth & Marketing Executive
International Product as a Service
New Markets Expansion Strategy
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+1.650.248.3125 (M)
San Francisco, California
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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 User-first vs US-first experience that meets the needs across culture codes and market wants. I drive innovation that challenges the status quo and introduces creative solutions to optimize product discoverability, quality customer acquisition, engagement, conversion, retention and brand bond loyalty in new markets entry. I work cross-functionally to build strategic partnerships and alliance networks in target countries, staying tuned to the voice of the customer, drawing on daily data pulse, user studies, and market research. I run routine international AB testing to iterate ahead of curve and manage a holistic geo-fit product/marketing/business experience that lifts impact to the business bottomline value and revenue.
I founded Yewser in 2017, providing the playbook for global-ready product & marketing strategy to make products make sense in international markets. We help companies reach remainder headroom growth opportunity in target countries, optimizing the product experience and value proposition to win local markets on a global scale.
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.
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Regular Speaker in International Product and Localization conferences worldwide:
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Speaker at the Monterey Institute of International Studies, MA Program, California.
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Speaker at Localization World in Berlin, Dublin, and Santa Clara.
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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 www.yewser.net/
Help companies accelerate global growth ground up, building 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 & Earch
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.
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Educator, Trainer, Speaker in worldwide conferences & universities:
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Adjunct Professor, International Product Strategy, MBA at Middlebury Institute of International Studies, Monterey, California.
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Adjunct Professor, Global-Ready Digital Marketing Strategy, College of Business at San Francisco State University, California.
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Adjunct Professor, Executive MBA program at Hult International Business Graduate School, San Francisco, California.
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Adjunct Professor, MBI (Master's of Business Innovation) at CEDIM Design University in Mexico City.
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Keynote Speaker at Localization World (Berlin, Dublin, Santa Clara), TAUS (Dublin), Worldware, SF Globalization, and Product Tank.
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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
Grad School, Certificate Program
University California San Diego
Copyediting and creative content Transcreation
1993-1994
Grad School
Beit Berl College, Israel
Linguistics and Localization
1988-1991
Bachelor's Degree, BA
Tel Aviv University, Israel
English and French Linguistics and Literature.
CLIENTS
SKILLS
Entrepreneurial innovative thinker
creative problem solver
SiteSpect (AB testing), Tableau, Splunk (data analysis), Jira, Slack, Presentation tools
Analytic, versatile,
effective clear communicator
Product, Growth and Marketing experience expertise
Cross-functional collaborator, sees the horizontal big-picture and connects the dots to deliver holistic solutions
Cross-cultural, multi-lingual
(English, French, Hebrew)