Global Brand Strategy Done Right: Lessons from Philip Morris International

MRMW: We are happy to have you with us. Without giving too much away – what is the core message of your talk at MRMW MENA, and what would you like delegates to remember?

Deepti: The core message of my session is that global brands need to operate within frameworks that allow flexibility to connect with their consumers through genuine local relevance. In today’s environment, consumers expect brands to be globally consistent in terms of quality and value systems, yet culturally intuitive. A rigid identity risks alienating audiences, while a flexible, insights-led approach allows brands to resonate in ways that feel authentic and contextually meaningful.

I want delegates to remember that relevance is not built by translation of global campaigns or minor adaptation alone – it comes from listening to consumers, understanding their cultural and social priorities and designing experiences that feel as if they were created for them. Global ambition must always be balanced with local resonance.

MRMW: How has this impacted your own work and your organisation? 

Deepti: At PMI, this philosophy has guided the way we shape consumer journeys. We are constantly innovating to connect with consumers at an intuitive level, aligning our experiences with their cultural cues, social contexts and aspirations. My work has been about bringing Voice of the Customer to the centre of decision-making so that insights don’t simply validate strategies but actively shape them to drive brand pull.

This shift has made our insights team the engine that powers the cultural and local relevance of our brands. It has also encouraged our cross-functional teams to think more deeply about the environmental context behind consumer choices and how global strategies need to flex to stay relevant.

MRMW: In your experience, what are the biggest barriers to embedding insights as a commercial partner across the business and how have you overcome them in your organisation?

Deepti: One of the biggest barriers is the increasing number of variables influencing a consumer’s mindset. Social, digital, economic and cultural forces all converge to shape behaviours in ways that are often latent and not directly expressed. Translating these subtle signals into business decisions can be challenging.

To overcome this, we focus on triangulation, i.e. pulling information from multiple sources, methods and perspectives to create a holistic picture of the consumer reality. By combining traditional research, digital signals and cultural intelligence, we can identify patterns that are not obvious in isolation. This integrated approach has helped us bridge the gap between consumer voice and commercial action.

MRMW: As with any region, what would you say are two opportunities to seize and two challenges to overcome that are particularly relevant in the MENA region? 

Deepti: The MENA region offers both immense opportunities and nuanced challenges:

Opportunity 1: The region has one of the most youthful populations in the world. Young people are eager to explore, experiment and craft their own socio-cultural identity. This gives brands the chance to bond with them as they shape their future.

Opportunity 2: Digital adoption is accelerating. Consumers are open to technology-enabled experiences, creating space for brands to innovate through personalization, AI and omni-channel engagement.

Challenge 1: Economic flux creates uneven conditions. While the GCC, led by Saudi Arabia, is experiencing optimism and growth, North Africa faces sharper economic pressures. A brand must navigate these contrasts carefully.

Challenge 2: Geo-political conflicts have created an atmosphere of polarisation. A brand’s heritage, associations and even its silence can be interpreted in different ways. Navigating with sensitivity is critical.

MRMW: If you could put out a call to external partners – agencies, technology, tools and/or tech stack providers – what can they do to support you better?

Deepti: External partners have an important role to play in helping insights functions move from methodology-centric solutions to assimilating knowledge into implications for future project trends. Too often, partners focus narrowly on one tool or method, when what we need is the ability to connect the dots across multiple sources to build a coherent, actionable narrative.

The best support comes from partners who can synthesize information across disciplines – marrying cultural analysis with behavioural data, qualitative nuance with quantitative scale – and present it in a way that inspires action. We value not just research execution, but the courage to challenge, provoke and co-create solutions that make brands future-ready.

MRMW: Outside of work, what should delegates talk to you about at MRMW MENA?

Deepti: Outside of work, I enjoy exploring the evolution of culture through food, art and global affairs, which often sparks fresh perspectives that I bring back into my professional life. 

I am also currently pursuing my Executive MBA at the Kellogg School of Management, which has been an enriching journey of learning and collaboration. 

Another area close to my heart is supporting women who are looking to re-enter the workforce after career breaks. I believe that even small acts of mentoring and encouragement can help create smoother pathways for talented women to resume their professional journeys. 

So, whether it’s discussing leadership journeys, local cuisines, or the shifting geopolitical landscape, I look forward to connecting with delegates beyond the professional agenda.

MRMW: Thank you so much, Deepti. We look forward to hearing more from you at MRMW MENA in Dubai!

🌍Make your brand resonate locally while keeping its global edge!

At MRMW MENA, you will hear from Deepti Shah of Philip Morris International and senior leaders from Mondelez International, Mashreq Bank, Majid Al Futtaim, and more.

📅Join us on 26–27 November 2025 in Dubai to gain practical MR strategies, bold industry perspectives, and future-ready insights. Gain the tools you need to drive professional growth, fuel MR and CX innovation, and stay ahead in one of the world’s most dynamic markets.

Secure your place today and turn global ambition into local impact. Register here.