Scaling enterprise UX across diverse markets — Google AdWords
If you’re scaling a product across New Zealand, Australia or international markets, let’s discuss how my experience in building multi-market workflows and UX frameworks — learned from global platforms — can help your product work for every user, everywhere.
Role: Lead Product Specialist, EMEA | Impact: Supported $3.2B to $21B+ platform growth through international UX and product coordination
Problem: AdWords, the product responsible for almost all of Google’s revenue, was expanding rapidly across Europe, the Middle East and Africa. Advertisers in 40+ markets had diverse languages, cultures and business practices, yet needed to succeed on the same core platform. The challenge was to ensure the product design process reflected these differences during a period of exponential growth.
Approach: Acted as regional advocate for advertisers after managing a $60M+ commercial portfolio. Coordinated more than 150 product launches across 40 countries and languages. Ran UX studies and fed prioritised design recommendations into global teams. Collaborated with engineers, designers and product managers to adapt workflows and product experiences for enterprise complexity and cultural diversity. Alongside this, I learned directly from some of the world’s leading product and UX practitioners, gaining an intensive grounding in how global platforms are scaled.
Outcomes: I began at Google managing a $60M+ portfolio of major UK agency clients — experience that proved a stepping stone into the product specialist role, where I:
Delivered 150+ product launches across 40 countries and languages, including AdWords Editor, YouTube and mobile products
Ran UX studies and provided actionable, prioritised design recommendations as the EMEA voice of the customer
Coordinated multidisciplinary teams across regions to adapt workflows and product experiences for enterprise complexity
Established international UX frameworks and multi-market processes to maintain consistent product quality
Gained foundational experience navigating strategic complexity, learning from world-class product and UX practitioners
Recognised with Google’s Executive Management Group Award and ‘Better than the Best – Europe’ Award
Result: sustained revenue growth across culturally and legislatively diverse markets plus strategic leadership capability development under world-class mentorship.
