In this episode, Undertow’s Founder, Nicola Calabrese, sits down with Sjeel Koster, a fractional CMO who helps startups and scaleups expand into new markets with structure, strategy, and confidence.

💡 With years of experience guiding companies through different stages of growth, Sjeel has developed a five-step strategic market expansion playbook that helps teams enter new markets effectively, from early planning to scaling sustainably.

Together, they explore:

✨ The five essential phases of successful market expansion

🧭 How to build a strong strategic foundation before going international

🚀 What a minimum viable go-to-market strategy really looks like

🗣️ The critical role of localization in adapting your product and messaging to new audiences

🤝 Why alignment between product, marketing, and leadership is key to long-term success

🧩 How product marketing can uncover market nuances and inform better positioning

📊 When and how to validate early results, and what to do if your go-to-market motion isn’t working

Whether you’re a founder preparing for international expansion, a marketer managing multilingual content, or part of a team navigating new markets, this episode is packed with actionable insights and real-world strategies you can apply right away.

🎧 Tune in to learn how to approach global growth with clarity and purpose, and discover how to make localization a true business enabler.

💬 Connect with Sjeel Koster:

🔗 LinkedIn: https://www.linkedin.com/in/sjeel-koster/

📰 Substack: https://substack.com/@fractionalsjeel?utm_campaign=profile&utm_medium=profile-page

💼 Learn more about Undertow: www.undertowlanguages.com

📩 Connect with Nicola: https://www.linkedin.com/in/nicola-calabrese/

🎧 The Multilingual Content Podcast is produced by Undertow, the partner for B2B SaaS companies expanding internationally through strategic localization.

🌐 Follow us for more conversations about global growth, localization strategy, and building international content operations that scale.