In today’s globalized world, brands need to know how to reach regional audiences more than ever before, according to Amsterdam-based marketing expert Livia Gonçalves. That’s why one of the most effective marketing tactics is working with local influencers who truly know how to connect with their followers. 

In this interview, Livia sits down with Kyler Canastra to speak about her 10 years’ experience in international marketing and brand management. Livia began her career in marketing in her native Brazil, where she worked for several fashion brands and even started her own marketing agency. 

Five years later, Livia moved to Europe, where she worked at Crocs as EMEA PR & Communications Manager, before landing her current role as Global Marketing Manager at Scotch & Soda.

Tune in as Livia shares her perspective on the most effective ways to lead teams in today’s digital environment, her passion for communication and collaborating with people across departments and disciplines, and key differences between Latin American and European markets.

When it comes to career advice, Livia stresses the importance of taking risks and not being afraid of failure. As the saying goes: “If you’re not failing, you’re not aiming high enough.”

You can watch the full conversation in the video above or on YouTube, and listen to the podcast on Apple or Spotify.

Rapid-fire recs  


  • Start With Why by Simon Sinek. “In summary, he says that people don’t buy what you do, they buy why you do it. So it’s really about finding out why you’re doing it, why you’re selling it. And you can bring this to your own life, both personally and professionally. It’s a really good book that any marketer should read at some point in life.” You can also watch TED Talks by Simon Sinek.

Productivity hack: 

  • Meditation and having a morning routine. “I meditate and exercise every morning. It just sets the tone for the day, and also gives me a bit of headspace before starting my day. My morning routine helps me get through the day much easier. It’s really good to do something for yourself in the morning. Otherwise, you wake up, have your breakfast, and then you sit in front of your computer.”

“If you want your brand to communicate and get close to your audience, it’s really, really important to regionalize your content. You need to understand who you’re talking to. That’s why influencers are so effective, because they’re speaking to their own, very local audience.”

Connect with Livia and Kyler on LinkedIn.

For more insights on how to reach regional audiences:

To read the full transcript, click on page number 2 below.