Global Marketing Manager · OSG Youth Alliance · GSLDC × UNITAR
When I ran one brand across 12 countries
Brand & Messaging · Demand Gen · Community
3,000+
Applications
12
Countries
389
Community members
The challenge
OSG runs youth-leadership programs across 12 countries, with ACIYLS (the ASEAN China India Youth Leadership Summit) as its flagship. The marketing challenge was two-sided: keep one brand voice consistent across a dozen countries while localizing the context for each. Under OSG sits GSLDC, which partners with UNITAR, and I led the application campaign for its China-hosted program.
My approach
- Held one brand voice across all 12 countries and localized the messaging market by market.
- Ran the GSLDC application campaign on Facebook and Instagram, including partner platforms like apyouths, to pull in applications at scale.
- Ran the email flows and grew the Circle community from zero to a live network alongside the campaigns.
Metrics & impact
| Metric | Result | Context |
|---|---|---|
| Applications | 3,000+ | For the GSLDC × UNITAR program |
| Countries | 12 | One consistent brand, localized per market |
| Community members | 389 | Grown from zero in Circle |
