Episode Details

What’s up everyone, today we have the pleasure of sitting down with Nataly Kelly, CMO at Zappi.

Summary: Global expansion is a wild process that connects brands to the unique vibe of each market, it’s not just creating a website or translating content. Every market brings its own needs, from how audiences navigate sites to what resonates visually and emotionally. Moving into international territories means showing up prepared, with a localization strategy that’s flexible and has a ton of local insight. Marketing Ops and RevOps both play a key role in localization as a strategic partner, organizing data and decision-making to fuel growth across departments.

About Nataly

• Nataly started her career as an interpreter at AT&T and later co-founded a research and consulting company which was acqui-hired by her biggest customer where she would serve as Director of Product Development
• She later held Chief Research Officer and VP of Market Development titles at a market research firm and a translation and localization company
• Nataly then made the mega move to HubSpot as VP of Marketing where she would spend nearly 8 years – involved in all aspects of full-funnel marketing globally, including International Ops and Localization
• She then moved to Rebrandly as Chief Growth Officer leading sales, marketing and product 
• Nataly’s also an author, she’s published 3 books and 1 coming out next year, she has a Newsletter called ‘Making Global Work’
• Today, Nataly’s moved into her 4th SaaS marketing leadership role as CMO at Zappi–the leading consumer insights platform 

Why LinkedIn Works for Building a Newsletter

Nataly decided on LinkedIn for her newsletter with one primary goal: reaching more people, fast. In marketing, there's always talk of “owning your audience,” but for Nataly, the built-in reach LinkedIn offers outweighed the usual risks. Sure, LinkedIn could shift its algorithm or start favoring video, but Nataly isn’t fazed. She believes adaptability is more valuable than control. “If LinkedIn ever moves entirely to video, I might reconsider,” she says. “But for now, it’s a writer’s platform, and I’m a writer.”

What really sold her, though, is LinkedIn’s “triple play” effect. Each time she publishes a newsletter, her audience doesn’t just see it once—they get three reminders. The content appears in their feed, triggers a platform notification, and even lands in their email inbox. This multi-touchpoint delivery isn’t just convenient; it significantly boosts her visibility. In a crowded digital space, those three nudges are powerful. And the best part? It doesn’t take any extra work on her end. For Nataly, this setup is gold: “If I can reach my audience in three different ways without doing three times the work, I’m in.”

On top of that, LinkedIn’s algorithm has started indexing her posts for keywords, so they pop up in search results long after she hits “publish.” Nataly likes this longevity. She’s seen her posts gather momentum over time, which reassures her that LinkedIn isn’t likely to abandon text-based content anytime soon. This layered exposure works in her favor, especially since she’s already built a solid following on LinkedIn. Her audience is naturally expanding, without any additional ad spend or email list management.

This approach ties back to a guiding principle Nataly picked up at HubSpot: follow the growth. When a channel shows traction, commit fully and ride the momentum. LinkedIn’s growth trajectory fits perfectly with her goals, allowing her to spend her time effectively—engaging with followers, creating relevant content, and letting the platform do the heavy lifting. “I see LinkedIn growing, and I’m here for the ride,” she says.

While email newsletters and other platforms might come into play in the future, right now, LinkedIn is her sweet spot. It’s a low-main