How Focus Brands’ marketing SVP gives global ideas local flavor

For Kerri Christian, growth means meeting customers wherever they are, across countries, channels and everyday moments.

As senior vice president of marketing for international and retail channels at Focus Brands, Christian leads strategic marketing and product development for more than 2,000 locations in more than 50 countries. The company’s portfolio includes Auntie Anne’s, Carvel, Cinnabon, Jamba, McAlister’s Deli, Moe’s and Schlotzsky’s. She also helps grow the brands beyond restaurants, making sure they feel familiar everywhere while still fitting the local market. 

What was your first job in marketing or comms?

My first marketing role was in brand management at Procter & Gamble. It was here that I learned the foundations of brand leadership – from strategy to execution, keeping the consumer at the forefront every step of the way. In fact, we would say “the consumer is boss,” and when you think about it, it really is true. Understanding the unmet needs that motivate your target audience to buy a product or service is at the core of what we do. That foundation has stayed with me throughout my career, particularly as my roles have become more global.

You oversee brands across more than 70 countries. How do you balance a consistent global identity with local tastes and cultural differences?

I think about it as global consistency with local relevance. The role of a global team is to be very clear on what is fundamentally true about the brand and the experience we want consumers to have. Those are the things that should travel and remain consistent.

But how we bring that to life cannot always be one-size-fits-all. Local teams understand their consumers, their culture, and their market better than anyone else. So I believe in giving teams a strong strategic framework, enabling a process to make it relevant locally.

The best global marketing happens when you can look at an idea and immediately recognize the brand, but it still feels like it was made for you.

Auntie Anne’s is launching its largest partnership across many international markets. What was your role in this partnership launch and what had to be true for the brand to feel ready to activate one idea globally?

This is an exciting time for us, and I’m especially thrilled that our international Cinnabon markets will also participate, bringing the partnership to more than 20 international markets! It’s incredible to see what’s possible when we bring the scale of our international brand portfolio together.

My role was overseeing partnership strategy and executive sponsorship, so a big part of my focus was making sure we had a clear proposition and that the brand and market leaders were aligned around how we wanted to bring that story to life to delight our guests.

For a partnership of this scale, you have to get the fundamentals right before you activate. The partnership has to make sense for the guest, and the markets need to have enough flexibility to execute the idea in a way that feels authentic locally and is business-building.

When you have those pieces in place, you can create something that feels like one global idea while still giving each market room to make it their own. That was really important to us with this launch. The goal was to create a win for our guests, franchisees and our brands.

What is the biggest communications risk in a global activation, and how do you prepare for it?

The biggest risk is assuming that what works in one market will automatically translate to another.

Language is only one part of localization. Imagery, cultural references, consumer expectations and even the way people interact with brands can vary significantly. That’s why I believe preparation and local partnership are so important.

We try to build in the right questions early:

•       How could this be interpreted differently?
•       What might not translate?
•       Are there cultural nuances we need to understand?

Bringing local teams into the process early helps us identify those opportunities before they become issues in market.

What is a piece of career advice you received that has stayed with you?

One of the lessons that has stayed with me is to remain curious and keep learning. Change is constant; consumers change, competition changes, trends change and the leaders who continue to listen, ask questions, adapt and lead their teams through the shift are the ones who differentiate themselves and demonstrate value.

With constant change, I’ve also learned that you don’t have to have every answer yourself. Effective leadership creates an environment where the people around you can bring their expertise, challenge your thinking, and drive a better outcome.

How has community service influenced the way you lead teams and make decisions?

Community service has reinforced for me that leadership is ultimately about people and purpose. People should feel valued and feel part of a broader purpose that unifies us – no matter background or status. It levels the playing field and puts the focus on what matters most.

In fact, when you put your guests, franchisees and teams at the center, it forces you to listen first, understand different perspectives, and think about the broader impact of a decision rather than just the immediate outcome when trying to achieve a common goal.

It has helped me become a better servant leader.

With so many brands in your portfolio, which menu item is hardest for you to resist?

That is a very difficult question! You can’t have a favorite child! 😊 It truly depends on what I am craving in the moment – could be our warm, fresh Auntie Anne’s Classic Pretzel, our ooey-gooey Cinnabon Cinnamon Roll paired with our signature coffee, a Watermelon Breeze Smoothie from Jamba, or a cone of Carvel vanilla soft serve that reminds me of home. And I’m even more excited that I can now enjoy a Moe’s burrito when I travel to India and other international locations coming soon!

Isis Simpson-Mersha is a conference producer/ reporter for Ragan. Follow her on LinkedIn.