International expansion looks like the fastest path to growth. The harsh reality? Most companies fail. Research shows that 7 out of 10 of global expansions fail to meet their objectives (Source: Harvard Business Review). Not because of lack of ambition or poor products, but because businesses rush into launches, partnerships, and marketing before answering the fundamental questions that actually determine success.

What separates the winners is the discipline to ask the right questions in the right order and execute decisions with consistency.
In this keynote, Veronika Kryuchkova shares the practical framework for successful global expansion, built on two decades of experience: launching, scaling, and turning around brands at Johnson & Johnson, Teva, and Reckitt; working with start-ups in the US, UK, Spain, and Australia; and leading marketing capability-building across 60 countries.

You’ll discover:
• The four critical questions every global expansion must answer: Who is your consumer? What role does your brand play? How do you go to market? What is your funding model?
• Why consumer clarity is the single biggest predictor of success.
• Lessons from UK companies including Gymshark, Fever-Tree, and Monzo on what works and what pitfalls to avoid.

If you’re a CEO, founder, or Senior leader wanting to expand with confidence, cut through the noise, and avoid costly mistakes, this keynote is for you. You’ll walk away with a practical framework you can apply immediately to shape your expansion strategy.