I’m not a yes person. But I’m not a no person, either. As a regional marketing leader, my job is to be both.

We balance the overall vision of the company with the needs of our local segment and the best interests of our local operations. Sometimes that means saying no to a marketing campaign that we know won’t resonate with the people we serve across various pockets of North America.

It might be the visuals that wouldn’t land, the language that doesn’t apply, the channel that our clients aren’t using, or the overall messaging that simply isn’t right for the region.

No matter what’s off, it’s up to our team to identify when the global vision wouldn’t play in our region and propose a strategy that we believe will land perfectly for our audiences. That’s not easy, but it’s what regional marketing teams that are part of multinational organizations do the world over.

Put simply, we are the brains on the ground that help translate global strategy into campaigns that speak directly to the intended audience. Here are six ways regional teams provide value every day.

1. Our knowledge of local markets enhances global campaigns.

Regional marketing teams understand that it’s unwise to simply roll out a global campaign “as is” to their local market. As experts in the field, we have clarity about how some strategies and messages may be perceived by customers in their area – and the effect may not be what global headquarters intended.

When we know a global talent campaign won’t work in our region, we identify and present the reasons why. And then we pull out our toolbox of audience-specific strategies. In some cases, we’ll try to retain as many of the original campaign components as we can; in others, we recommend a new direction based on our regional expertise. Our strong relationship with our global counterparts means we feel empowered to voice our opinions and share our insights and alternatives to the original plan. And it always results in a more effective strategy for our intended audience.

2. We serve as the voice and experience of the local customer.

In the fast-paced digital world we live in, a lot can change in a very short time. Regional marketing teams who are embedded in – or attuned to – the area they represent are always up to date on the latest news and trends in the region. This ensures campaigns are relevant, with targeted messaging that considers the local context and promotions that are tailored to the local audience. It also reduces the likelihood of unintentional insensitive messaging. Regional teams are well-versed in which distribution channels are most effective for local audiences, and how that may vary among subsectors, and roll out campaigns accordingly.

We’re also able to consider cultural differences between regional markets. Languages, customs, and culturally appropriate images, values, and preferences are better observed locally. Even elements such as marketing materials and packaging can be adapted to meet local needs and regional preferences.

3. We understand local market conditions.

Regional marketers have a unique advantage in that they are intimately familiar with the local market conditions, including competition and consumer behavior. This allows us to develop pricing strategies that are customized for the local market and reflect regional conditions, which can help them better connect with consumers and gain a competitive advantage.

Local teams are also able to ensure compliance with local laws and regulations governing marketing, advertising, and product requirements. This may involve working with local legal teams or consultants. We do that all the time.

4. We can build valuable local partnerships.

When operating on a global scale, organizations face a greater challenge in developing pricing strategies that work across different markets and cultures. What works in one region may not work in another, and what consumers are willing to pay in one region may be vastly different from what they are willing to pay in another.

Global organizations benefit from having regional marketing teams that can build strategic partnerships with local businesses, organizations, and influencers. These relationships can help us better understand the local market and build credibility within the community. By leveraging these partnerships, we gain valuable insights into local market conditions and consumer behavior, which helps develop more effective marketing and pricing strategies.

5. We can interpret global intelligence for a local audience.

A crucial component of any marketing strategy is measurement and continuous improvement, which enables marketers to assess the success of our actions and make modifications to improve outcomes over time.

Regional marketing teams have the benefit of understanding not just what’s working locally, but what is succeeding (and failing) globally and in other regions within our organization. This can help us assess marketing strategies without necessarily having to roll them out to our own audience first. We can use this intelligence and internal case studies across other regions to learn from and build stronger local marketing campaigns. And sometimes our local marketing campaigns are scaled up for a global audience.

6. We can work collaboratively with the global team.

It should go without saying that the most successful regional marketing teams have a co-operative relationship with their global counterparts. This doesn’t mean regions blindly execute orders and report on every data point; we also share perspectives and insights that might not be considered at the corporate level. Seamless communication, including constant, open dialogue and clear lines of sight to active projects, is critical to a harmonious relationship between global and regional teams.

It’s important for regional leaders to be an active voice at the global table to advocate for our customers and ensure their needs are understood. Global partners look to regional teams to provide regional nuances as they’re building out their overall vision and strategies, so there is a reciprocal effect as well.

Regional marketing teams are the conduits that create the connective tissue between global priorities and regional needs. We translate the vision and value of the organization in a way that local audiences can appreciate.

Whether we’re saying yes or no to our global leaders, we know we’re making the right call.