EMBA After-Work Event - Cultural Intelligence for Global Success

Join us for the latest edition of our EDHEC Executive MBA After-Work Series, designed for senior managers and executives.

The insightful evening, titled “Cultural Intelligence for Global Success”, features Katherine Melchior Ray, a renowned marketing leader, as she shares her experiences ahead of the launch of her highly anticipated book, "Brand Global, Adapt Local.", which she has co-authored with Nataly Kelly, CMO of Boston-based Zappi and former VP of Marketing, Hubspot.

📅 Date: May 14th, 2025
⏰ Time: 19:00 – 21:00
📍 Location: EDHEC Paris Campus

During her talk, Katherine Melchior Ray will explore key themes from her book, including how leading brands like Nike, Nestlé, Natura and Louis Vuitton have successfully localized their marketing strategies to build authentic connections across diverse cultures. Her cultural intelligence (CQ) expertise offers practical insights for executives looking to strengthen their brand's global relevance while maintaining local resonance.

The session will be interactive, providing a unique opportunity to network with fellow executives, meet EMBA participants & alumni, and participate in thought-provoking discussions, and exchange insights about the evolving landscape of global marketing.

About the Speaker:
Katherine Melchior Ray lectures on international marketing and leadership at UC Berkeley Haas School of Business. With over 25 years of experience building iconic brands across continents, she has held senior roles at Nike, Louis Vuitton, Gucci, Hyatt, Shiseido, and Babbel.

Advance praise for "Brand Global, Adapt Local."

Brands shouldn’t strive to be the same everywhere—they should strive to be strong everywhere. Rooted in purpose, fluent in culture—this book will show you how modern brands win. - David Aaker, considered the “Father of Modern Branding" author of 18 books on the topic

"The best brands don’t just adapt to culture—they help shape it. Katherine and Nataly's insights into global branding show how to keep a brand’s soul intact while igniting passion across diverse markets. Brand Global, Adapt Local is a must-read for marketers and leaders who want to create brands that not only sell but inspire.” - Greg Hoffman, former Nike Chief Marketing Officer

Brand Global, Adapt Local is an essential guide for leaders navigating the complexities of global business. Rich with real-world examples, this book invites us to see the world with fresh eyes and embrace the human dimension at the heart of every successful global brand. – Emmanuel Prat, former Chairman LVMH Japan