WHY GLOCALIZATION WITH FRACTIONAL TEAMS MAKES THE MOST SENSE

04.16.24 | KAILU GUAN

In the dynamic world of global business, launching into new markets presents a significant challenge for many established international brands.

Glocalization—going global while localizing—requires a nuanced approach. As the founder of Solvia Foundry, where I support international brands launching in the US, and as a proud member of the THE BOARD, I've found that the fractional approach is not just beneficial but essential. As a bilingual, bicultural marketer and designer with extensive experience in consumer brands, the fractional team approach has proven to be powerful and effective, especially in this context.

Fractional leadership is crucial for brands in their "zero to one" phase, where swift adaptation and lean operations are imperative. Building an executive team traditionally is a lengthy and costly endeavor. The time and energy spent recruiting the right executives often lack the flexibility needed to adapt to rapid market changes. Moreover, many companies struggle with hiring local executives due to inexperience, as well as potential legal and tax liabilities. The costs of establishing a full-scale team in the U.S. are prohibitively high—not only in financial terms but also in the agility required during these initial stages. That's where fractional leadership comes into play. Through the BOARD and our network at Solvia Foundry, we connect brands with seasoned executives who bring their expertise without the long-term commitment or overhead.

Take our partnership with Flower Knows, a viral cosmetics brand loved by millions of Gen-Zs. Alongside my partner Siqi Mou, we step in as fractional General Managers for their US operations. We're not just overseeing from the sidelines. We're actively involved, ensuring that every strategic move and execution is deeply aligned with the brand’s core values and future goals. It's about making informed, culturally savvy decisions that resonate locally while staying true to the brand's global vision.

This strategy isn't just about cost savings—it's about real, meaningful engagement in the market. By employing a fractional team that understands both the home and local landscapes, brands can seamlessly integrate and leverage existing expertise and resources. This approach allows local operations to thrive, giving the brand a genuine presence and identity in the US market. It's not just about hiring the right people—it's about hiring them at the right time and in the right way to make a lasting impact.

#localization #futureofwork #fractional #wearetheboard #communityovercompetition