Episode Overview

In this episode of Shaking the B2B Tree, Norah Franchetti, group vice president of marketing at Crown Worldwide Group, joins Rob Skinner to discuss why employee wellbeing, cultural understanding and family support are central to business success. Drawing on her experience across the UK, Hong Kong, the US and the UAE, Norah shares lessons from an international career and a defining relocation project in China that changed her perspective forever.

The conversation also explores the growing influence of HR, the role of storytelling in marketing, and how organisations can embrace AI without losing authenticity. Along the way, Norah explains why localisation is about far more than translation and how cultural insight can make or break a campaign.

Key Takeaways

Put people first

Business decisions succeed when organisations focus on employee outcomes rather than purely operational efficiency.

Localisation is more than translation

Effective global marketing requires a deep understanding of local cultures, behaviours and communication preferences.

Marketing needs a strategic seat at the table

Marketing delivers greater value when it is viewed as a business function that contributes to growth, strategy and decision-making, rather than simply creating campaigns and collateral.