I treat EMEA as a growth engine, not an afterthought.
I'm a founding-style marketer who builds enterprise GTM from zero. Six years across EMEA delivering positioning that wins deals, narratives sales actually use, and segmentation that turns fragmented markets into pipeline.
EMEA isn't one market. It's a portfolio.
Most US companies treat Europe like a translated version of America. That's why they leak revenue.
Many understand the differences — and that poor localisation destroys trust faster than none at all. Far fewer have built the operating model to act on it.
That gap is where pipeline lives.
I've spent six years building the operating model.
Two zero-to-one marketing roles. One operating mindset.
Built the enterprise marketing function from zero. Owned positioning, launches, ABM, and segmentation across EMEA — and partnered with sales on live deals, building the pitch, one-pagers, and competitive narratives the enterprise buying committee needed to say yes.
First marketing hire in a developer-led ad infrastructure company. Built the GTM motion from scratch — messaging, demand gen, and the sales enablement that turned a technical product into a story reps and buyers could sell.
Clay is built for EMEA. It just needs to unlock it.
Clay already solves the relevance problem better than any competitor. What's missing is the motion that turns that capability into EMEA pipeline — and with Clay's EMEA expansion just getting underway, the window to set that motion is open now.
Local nuance
The sales playbook changes country by country — language, how business gets done, who buyers trust, and local law. A US motion doesn't translate.
GDPR & data protection
Every data source has to be verified as compliant before it's used. Privacy law decides what you're even allowed to do.
AI & data residency
European enterprises are wary of AI — and of data ever leaving the company. Adoption follows trust, not features.
The product is there. The playbook is what unlocks it.
Here's how I'd unlock EMEA in the first ninety days.
A preview of the operating model I'd bring to Clay.
Study Clay's EMEA funnel, the competitive set, and the regulatory map before I start — so Day 1 opens with hypotheses to test, not onboarding. (You're reading part of it.)
Pinpoint the priority markets, ICPs, and growth opportunities — and where pipeline leaks today. Map how EMEA buying differs from the US: by buying committee and trust, not borders.
Translate Clay's product into sharp EMEA positioning and the assets sales actually use — the core pitch, one-pagers, and the "why Clay, why now, why us" — pressure-tested in live deals and iterated like a creative practice, not a fixed template.
Double down on the segments showing signal, take the message to the field through community events and exec dinners, and close the loop with Product on what actually moves deals.
The enablement kit, the EMEA event playbook, and the pipeline metrics I'd commit to — walked through live, tailored to where Clay is today.
No pitch — just twenty minutes on how I'd unlock EMEA. Or simply say hi below.