International Growth Transformation: Effectively driving sustained growth across multiple geographies
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International Growth Transformation
Effectively driving sustained growth across multiple geographies
For FMCG multinationals, achieving international growth isn’t just a matter of having the right global go-to-market strategy – it’s about making that strategy work across vastly different local realities.
While CEOs increasingly prioritize securing profitable, sustainable growth across diverse global markets, many companies find themselves caught between two extremes: centralized control that misses local nuances or decentralized execution that loses strategic coherence.
In this report, we explore how companies can operationalize this global-local balance to unlock consistent performance across markets. It presents a people-driven growth model capable of balancing centralized strategic direction with strong local market execution – integrating strategy and execution, global alignment with local relevance and the empowerment of teams via the right tools, structures and incentives.
Balancing global & local views
Success hinges on defining distinct, yet complementary, roles between global and local teams. Rather than imposing top-down directives, global should provide frameworks, tools and shared metrics – while empowering local teams to adapt and execute based on market reality.
The segmentation imperative
Emerging markets combine rapid growth with structural challenges – expanding consumer bases meet fragmented retail landscapes where millions of small outlets drive up cost-to-serve. Meanwhile, developed markets present an inverse challenge: mature category dynamics mean growth must come from share-stealing rather than market expansion, demanding higher marketing investments and longer-term return horizons.
Our framework segments markets across six key dimensions, from size of the prize and commercial support needs to distribution channel maturity and macroeconomic context. This approach enabled one multinational food company to create three distinct clusters, each with tailored growth strategies: low-cost execution for traditional trade-heavy markets, balanced direct and indirect sales for mixed environments and high-performance retail execution for modern trade-dominated geographies.
From frameworks to the field
Through our work across 1,500+ GTM and commercial strategies as well as 50+ complex multi-country programs, we’ve identified that successful companies transform global teams from reviewers into enablers. Download the full report to access our complete framework, including detailed segmentation models, country-specific case studies and practical implementation insights for building lasting global-local synergies.
Find out more by reading the full report
TALK TO US
Augusto Ribeiro
Augusto Ribeiro is a partner at Integration and has been working since 2003 in the Marketing & Sales practice. Augusto built a solid international experience, leading and implementing strategic Marketing & Sales projects in industries ranging from Consumer Goods through Construction & Property Development to the Financial Industry, especially in the Private Equity sector.
Bruno Torres
Bruno Torres is an senior manager at Integration and has worked in the Marketing & Sales Practice since 2017. Prior to Integration, Bruno worked as a software developer in Canada. At Integration, he has mostly participated in go-to-market strategies in various industries, including pulp & paper, agro, B2B services, steel, consumer goods, hygiene & beauty, [...]
Daniel Lentfer
Daniel Lentfer is a senior manager at Integration and has been part of the Munich Office since 2016. Daniel leads Integration’s Marketing & Sales area in Europe. His experience includes growth strategies, distribution, go-to-market, market & customer segmentation, key account management, business planning and many related topics. Prior to Integration, he worked as a political [...]
Guido Solari
Guido Solari is a partner at Integration and the head of our LATAM offices. Guido joined the company in 2006 and is part of the Marketing & Sales Practice. He has carried out over 250 projects across Latin America, North America and Europe, serving clients in the areas of mass consumer goods, agribusiness, pharmaceuticals, media [...]
Ian Matiussi
Ian Matiussi is a senior director and joined Integration in 2010 and now has over a decade of experience, working in our Marketing & Sales Practice. Comfortable with a wide range of topics in this area, he is especially known for his expertise in strategic marketing initiatives such as Market Scans, Go-to-Market and Commercial Policy. [...]
Jonathan Ezban
Jonathan Ezban is a senior director at Integration and has been working since July 2011 in the practice of Marketing & Sales. Prior to Integration, Jonathan was an Analyst at The Friedman Group, where he developed projects related to Sales Budgets for retail companies in Mexico. Within Integration, we can highlight his experience in Market [...]
Jorge Gomes
Jorge Gomes is a senior director and a highly experienced professional in our Finance & Management practice having joined Integration in 2008. Jorge has travelled to countries around the world in support of our clients, leading projects related to revenue management, strategic planning, M&A and more. He has a well-rounded experience having completed multiple projects [...]
Lucas Cristo
Lucas Cristo is a senior manager within Integration’s Finance & Management practice and has been working in the company since November 2017. His project experience includes go-to-market review, strategic planning, organizational redesign, M&A’s, and cost reduction. Lucas holds a degree in aeronautical engineering from Universidade de São Paulo, where he graduated in 2017. He also [...]
Luis Bernal
Luis Bernal is a director in the Marketing & Sales Practice. Originally from Columbia, Luis is an entrepreneur at heart, and has worked in several start-ups in Colombia, receiving his MBA from IPADE. He has accumulated international consulting experience whilst working across the United States, Mexico, Caribbean and Central America, Colombia and Brazil in industries [...]
Paulo Guimarães
Paulo Guimarães is a senior manager in Marketing & Sales, working in the company since October 2014. His experience includes projects related to strategic planning, go-to-market design, market sizing, commercial model & structure revision, financial simulation, due diligence and commercial policy in sectors such as technology, durable & nondurable consumer goods, infrastructure, private equity and [...]
Quentin Girard
Quentin Girard is a partner and has worked in our São Paulo Office since 2013, specializing in Finance & Management projects. He has led engagements across a wide array of countries in Europe, South America and Central Asia. His primary experience includes projects related to Route to Market, Cost Efficiency, Cost-to-Serve and Strategic Roadmap Design, [...]
Roger Saltiel
Roger Saltiel is a partner at Integration and has been working since 2002 in the Marketing & Sales practice. Considered an authority in the Indirect Channel and Partner Relationship Management (PRM), he is a member of the Associação Brasileira de Atacadistas e Distribuidores (ABAD) [Brazilian Association of Wholesalers and Distributors], working in the leadership of [...]
Vinicius Olivo
Vinicius Olivo is a director and brings a broad and deep understanding of our Marketing & Sales solutions since having joined Integration in 2011. He supported leading national and international organizations in Retail and Consumer Goods in building sustainable competitive advantage. His project experience ranges from Go-to-Market models, Market Scans, Customer Segmentation, Category Management and [...]
- On 28 October 2025
