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Growing Global Brands Through Savvy Localization Strategies

June 15, 2017: 6:00 PM - 9:00 PM

As companies expand their scale and geographical reach, the issue of localization of their product and market entry strategy becomes ever more urgent.


Gleacher Center
450 Cityfront Plaza Drive
Chicago, IL

Driving Directions:

See www.gleachercenter. com

300 East Illinois Street (AMC Theater-River East Self Park Garage)
$8.00 after 3:00 pm on weekdays and all day Saturday and Sunday for a 12-hour period
Garage: Self Park Facility
Payment: Automated; at pay-stations by cash or credit card or upon exit pay by credit card only.
To receive discounted rate: There is a card validator at the first floor security desk of the Gleacher Center. You will only need to insert your parking card in the validator and the new price will be automatically applied. When you leave the lot you will be charged for the lower $8.00 fee.

Detailed Directions:
Garage is located next to PJ Clarks and below the AMC Theater.
a) When traveling east on Illinois cross over Columbus and enter the Garage on the left (north) side of the street
b) If driving west on Grand (north of Theater), you can enter the garage ½ block before Columbus on the left (south) side of the street.


No Charge


Register Online

The Leadership Team is expanding. Karl Buschmann, Sophia Kholodenko and Chris Myers welcome inquiries from Booth alumni who would like to get more involved in running the International Roundtable.

Responsibilities include:
--Regular attendance
--Programming: identifying interesting topics and securing speakers
--Administration: writing publicity, publicizing events through the University and roundtable email distribution list channels, and coordinating with the Alumni Office

The Illinois International Business Calendar is one of the comprehensive lists of events in the Chicago area. For a free PDF copy, send an inquiry to The calendar can also be viewed at

Deadline: 6/15/2017


Karl L. Buschmann

Other Information

Questions/Concerns/Suggestions for Speakers? Contact the Leadership Team
Karl L. Buschmann
847 310 0412

Sophia Kholodenko
773 702 0783

Christopher John Myers

To subscribe – or unsubscribe – to the International Roundtable Publicity Distribution List

Career Management
In transition? Looking for a job? Come to the networking session for information exchange.

Upcoming Sessions
Mark your calendar for upcoming International Roundtable sessions on the third Thursday of the month in 2017.

Networking is a key benefit of attending. To that end, a table will be made available for literature and handouts. Bring your business cards, brochures, handbills, literature, resumes, and publicity for placement on the table.

Event Details

As companies expand their scale and geographical reach, the issue of localization of their product and market entry strategy becomes ever more urgent. Keith Johnson will provide examples of successes and failures at the biggest brand builders in the world. He will explain his process for developing global initiatives, including the crucial steps of understanding the local landscape, developing powerful message strategies that work globally, and regionalizing marketing. He will also discuss the process for driving alignment in a global organization.

Keith Johnson served in global roles at Procter & Gamble and provided strategy consultation services to firms entering new markets. Through detailed analysis of what was successful and what failed during channel expansions, he has developed an approach to be able to "Glocalize" initiative launches.

6:00 pm – 6:30 pm networking
6:30 pm – 8:00 pm presentation
8:00 pm – 9:00 pm cash bar at The Midway Club

Speaker Profiles

Keith Johnson , '11 (Speaker)
Global Vice President of Product, Catalina Digital Marketing

Keith is the Global VP of Product for Catalina Digital Marketing, where he developed the innovation roadmap and initiatives to support the top brands around the world with digital and in-store promotion and advertising.

Before Catalina, Keith founded two breakthrough technology companies. As the co-founder and CEO for, he created a platform that allows pet parents, service providers, and brands to connect more efficiently, and sold the company in 2016. He was also the founder and CEO of, the first customized pet food company in the world, which he exited in 2015. Keith also consults with companies to improve their strategies and structure for growth, with specific focus on international channel expansions, digital marketing, and ecommerce.

Prior to his entrepreneurial endeavors, Keith worked for the Procter & Gamble Company for 18 year, developing consumer brands, such as Tide®, Dawn®, Always®, Tampax®, and IAMS®. He has had various functional roles while with P&G, including engineering, program management, initiative success, and brand management. He has had operational assignments around the world, including Italy and Japan. Before P&G, Keith worked at DuPont as a mechanical engineer.

Keith graduated with the MBA with Honors from The University of Chicago, Booth School of Business and from Purdue University with a Bachelor of Science degree in Mechanical Engineering.


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