In this episode of ICONS, host Roman Kirsch interviews Barbara Martin Coppola, one of the most accomplished global marketing and digital transformation executives of our time. Barbara shares her playbook for scaling iconic brands globally, having led transformations at Samsung Korea, Google/YouTube, IKEA, and Decathlon. Her unique perspective comes from successfully navigating vastly different corporate cultures while maintaining brand consistency and driving exponential growth. From turning IKEA from a digital skeptic into a €12 billion e-commerce powerhouse to scaling YouTube's global expansion through localized community building, Barbara reveals the tactical frameworks that work across cultures and industries.
Topics Discussed:- Building consensus-driven execution across different corporate cultures
- Scaling global brands while maintaining local relevance and authenticity
- Leading digital transformations in traditional retail environments
- Creating viral growth through community-driven content strategies
- Managing stakeholder alignment during major organizational changes
- Balancing centralized brand control with local market adaptation
- Converting offline brand experiences into digital touchpoints
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