The secret: We didn’t just follow the brief — we adapted the global message to the local audience.
That campaign taught me that strategy without local context is just noise. It’s also the foundation of how I work with clients today — grounded, relevant, and real.
The lesson: strategy only works when it fits the market.
Result: : +300 % leads in 6 months and 30 % monthly growth.
The lesson: international growth isn’t copy-paste. It requires adapting the strategy to the market.
19 months later: +600 % growth, Top 10 in App Stores, and an active community.
I built the local growth strategy from scratch — combining acquisition, brand, partnerships and community to drive sustainable growth.
I didn’t replicate what worked elsewhere — I built a strategy tailored to that market and culture, adapting on the go without a fixed budget. That’s the difference between applying generic formulas and creating what truly works.
The $50 K mistake that made me a better strategist
At Airbnb, I launched a “disruptive” campaign without validation. Two weeks later: $50 K gone. Lesson learned: creativity without data is expensive. Now I teach clients to validate before scaling.
Today, I apply that lesson to every growth strategy: validate the assumption before scaling the investment.
“While the industry sells frameworks and theories, I believe in something simpler: teaching exactly what worked when the results really mattered.”
There’s no magic. Just proven strategy, clear implementation, and the experience of someone who did it when it really mattered.
Tina Louise is a Fractional CMO and growth strategist with 20+ years of experience across marketing, digital and international growth.
She has held leadership roles at MyFitnessPal, Airbnb, Adobe and Ogilvy, working across growth strategy, digital marketing, brand, customer acquisition and international expansion.
Today, she works with founders and leadership teams at growth-stage companies and scale-ups that already have a marketing team but need senior strategic leadership to identify what’s holding growth back and decide what to do next.
Throughout her career, Tina has led marketing and growth initiatives for international companies, most notably during her tenure as Marketing Director at MyFitnessPal. Several of these projects were featured in leading industry media and major publications across Brazil and Latin America.
The world’s largest digital health platform (150 M users). I led user growth (+600 %) and managed brand expansion for LATAM, besides participating in the premium product
Tripled lead generation across Europe (five languages) as Marketing Director
Achieving 30 % month-over-month growth for 18 months.
Led integrated campaigns for Dove, Hellmann’s, and AdeS as Account Director at Ogilvy. One Dove campaign became an international case study (+15 % sales in Brazil).
If your company already has a marketing team but needs sharper strategic direction, let’s talk about what’s holding growth back.
The world’s leading digital nutrition and wellness platform, with over 150 million users.
When I joined MyFitnessPal, the opportunity was to build growth in Latin America from the ground up. I developed the local marketing strategy across acquisition, partnerships, brand and community – adapting the global product and proposition to local markets.
Result: 600% user growth and a Top 10 ranking in the Health & Fitness category.
✅ +600 % user growth
✅ Top 10 on iOS and Android
✅ Engaged community built from scratch
✅ 100+ media features across LATAM
✅ Turned user stories into content that increased retention and referrals
I start with the business, not the marketing plan. I look at your customers, commercial goals and growth challenges before recommending where marketing should focus.
I ask the questions others may not. What are we assuming about the customer, the market or the growth strategy — and what evidence do we have?
I turn complexity into clear priorities: what to do, what not to do, what to test and where to invest.
I don’t build another layer around your marketing function. I work alongside your existing team, giving them senior direction, context and the space to execute.