Scaling internationally isn't simply about increasing advertising spend.

As brands expand into multiple territories, performance often becomes difficult to interpret.

High-performing markets can hide underperforming ones, making it difficult to understand where investment should increase and where strategy needs to change.

The challenge was to move away from broad regional reporting and create a framework that allowed every market to be measured, prioritised and optimised individually.

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Rather than managing international performance as one large region, we developed a structured market framework that segmented every country into one of three categories:

• Hero Markets: Established revenue drivers with proven performance.
• Emerging Markets: High-growth opportunities requiring strategic investment.
• Needs Attention Markets: Underperforming regions requiring analysis and optimisation.

This new structure enabled us to:

• Prioritise investment based on opportunity rather than geography.
• Build tailored strategies for each market.
• Introduce dynamic market tiering as performance evolved.
• Analyse local trading events, consumer behaviour and seasonal demand.
• Create an international growth programme focused on continual testing and optimisation.

The result was a far more agile approach to international growth, allowing investment decisions to be driven by data rather than assumptions.

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The new international strategy delivered measurable improvements across multiple markets.

• 66% revenue growth across Emerging Markets.
• Needs Attention markets transformed from unprofitable to profitable.
• Net ROAS improved from 75% to 108% in previously underperforming markets.
• The three highest-performing Emerging Markets approximately doubled revenue quarter-on-quarter.
• Established a scalable international framework capable of supporting continued global expansion.

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