The Challenge

What works in one market doesn't always work in another.

As Greenbuild expanded into China and Europe, the challenge wasn't simply exporting a successful event model—it was understanding how different audiences engage with content, networking, learning, and what they expect of professional events. Success required maintaining the integrity of the Greenbuild brand while creating experiences that felt relevant, valuable, and authentic within each market.

My Role

I partnered with in-market teams to develop the marketing strategy and execute the launch of both Greenbuild China and Greenbuild Europe. Working closely with regional stakeholders, industry partners, and organizational leadership, I helped ensure each event reflected the needs and expectations of local audiences while remaining aligned with the broader Greenbuild brand and mission.

The Approach

• Partnered closely with local teams to adapt messaging, marketing strategies, and event experiences for each market.

• Balanced global brand consistency with regional relevance across communications, content, and promotional materials.

• Coordinated stakeholders across multiple organizations, time zones, and cultural contexts.

• Developed marketing resources and launch plans designed to support awareness, attendance, and long-term growth.

The Impact

The expectation was that it would take approximately five years for these events to gain meaningful traction in their respective markets. Instead, both Greenbuild China and Greenbuild Europe achieved more than 20% year-over-year growth, establishing a strong foundation for long-term audience expansion while increasing the reach and influence of USGBC as a global convener.

More importantly, the work demonstrated that a strong global brand can successfully adapt to local market needs without losing the qualities that make it distinctive.

Key Capabilities

Global Marketing • Market Expansion • Localization • Stakeholder Engagement • Event Marketing • Partnership Development • Brand Stewardship