CARL’S JR.

Carl’s Jr. needed a consistent global voice across its international markets, while still giving each region the flexibility to make that voice feel natural and relevant locally. We defined the brand’s ‘Cali Cool’ attitude and created a shared framework that could travel across languages, cultures and markets without losing its identity. I also lead webinar-style sessions with international teams to review market-specific opportunities, explain why global content works and help teams adapt that thinking locally while staying true to the brand voice.