The challenge

Launching in a new country is more than translating a website.

Each market had different customer expectations, communication styles, and competitive dynamics. The challenge was to deliver a consistent Packhelp experience while making every launch feel genuinely local.

The strategy

We approached the expansion as a coordinated go-to-market initiative spanning marketing, product, CRM, customer support, and operations.

Alongside localizing the website and customer journeys, we introduced native-language communication, developed market-specific campaigns, and worked with local PR partners to tailor messaging for each country. Instead of repeating the same launch story everywhere, we adapted our communication to local audiences—from sustainability in Spain to e-commerce trends in Romania.

To strengthen local relevance, we also collaborated with regional designers to create exclusive packaging collections that became part of Packhelp's online editor and generated additional design press coverage.

My role

I acted as the project manager for the international rollout, coordinating teams across marketing, product, CRM, customer support, and external partners.

My responsibilities included managing website localization, customer journeys, launch communications, PR coordination, and campaign execution across five markets, ensuring every workstream stayed aligned throughout the launch.