Teo Husemann, the head of Reebok in Mexico, shares his experiences with a global strategy and local execution. He explains how Reebok’s marketing is similar to the US but has different channels, e-commerce, and seasonality. Marketing issues involve distribution; segmenting for each channel; pricing; different user experiences among Addias, ASICS and Reebok; the uncertainty of duties and taxes, and political considerations. Having worked on other brands such as Pepsi and Nokia, Teo also discusses issues of product theft and the exchange rate.

Highlights:

{02:10} Teo’s journey working with great international brands

{04:40} Reebok marketing in Mexico vs the United States

{06:30} Adjusting products to the local market

{07:45} Pricing differences in Mexico vs the USA

{09:10} Brand Promises between Adidas, ASICS, and Reebok

{16:56} Brand appeals in USA, Mexico, and Latin America

{19:50} Marketing Pepsi and Nokia in Mexico

{22:00} Unique Challenges Faced in Mexico

Teo Husemann bio:

Teo Husemann has been working with global organizations for more than 25 years. He has worked in many industries, ranging from entertainment and tech to telecomm and sporting goods, and has held roles at a local, regional and global levels.

Some of the brands he has worked with include Pepsi, Nokia, Adidas and Asics, all based in Mexico. He currently heads the Reebok brand in Mexico, and focuses on team development and strategic thinking. His past positions have also involved licensing and entertainment property management, point of sales development and retail management.

Connect with Teo:

LinkedIn: https://www.linkedin.com/in/teo-husemann 

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