Challenge
Didomi had a strong product and a proven GTM model in Europe. Neither translated well to North America. I was brought in to build the regional presence from scratch and understand how to make Didomi work in a market that operated very differently from Europe, with little brand awareness, no infrastructure, and no existing playbook.
Action
Before building anything, I spent time with buyers. ICP research and customer discovery revealed a structural mismatch. Didomi's enterprise strategy was built for a market shaped by GDPR, where European buyers had clear regulatory mandates to invest in data privacy. North American buyers didn't have the same pressure.
Federal regulations were absent and state-level rules were weak, which meant the value proposition that drove conversions in Europe didn't land the same way in the US. The pain points and buying motions were completely different.
I made the case to leadership to pivot the entire regional GTM strategy from enterprise to self-serve before committing significant budget to the wrong motion. Then I built the full infrastructure: demand generation playbooks, an ICP targeting model, and a content and regional event strategy, all within six months.
Results
Result: Full North American GTM infrastructure built in six months from zero brand presence. A strategic pivot from enterprise to self-serve that reshaped the company's entire regional approach and prevented significant spend going to the wrong audience.