---
title: "Expanding Into International Markets with NEIWAI"
description: "NEIWAI's Martie Kuzzy on US expansion - building personas, partnerships, offline events, and using sales data to refine targeting."
author: "Samir Balwani"
published: 2024-04-15
canonical: https://www.weareqry.com/blog/expanding-into-international-markets-whats-involved
categories: ["Industry & Marketplace"]
---

# Expanding Into International Markets with NEIWAI

Martie Kuzzy is the Growth Marketing Director at NEIWAI, a [DTC brand](/blog/the-five-stages-of-dtc-ecommerce-advertising) selling underwear, loungewear, and activewear. As a seasoned marketer, she was a Performance Marketing Manager and the Director of Growth Marketing at Andie, where she executed multichannel customer acquisition and pioneered emerging marketing channels. Martie is also a registered yoga teacher.

### Here’s a glimpse of what you’ll learn:

- Martie Kuzzy talks about NEIWAI and her role at the brand

- Martie’s unlikely journey in marketing

- How NEIWAI overcomes market uncertainties

- Defining your core customer by building personas

- Offline events and partnerships: NEIWAI’s market expansion efforts

- Sales data considerations for 2024

### In this episode…

If you’re considering expanding into new markets, you must reposition your brand to attract new customers. So what’s involved in this process, and how can you develop new brand recognition?

Creative marketer Martie Kuzzy is spearheading an undergarment brand’s expansion into the US through partnerships, events, and [brand-building campaigns](/blog/the-importance-of-brand-awareness-for-ecommerce-success). She maintains that your brand identity should be unique to each market to reflect diverse customer bases. When defining your target customer for a new market, build an [ideal persona](/blog/mastering-audience-segmentation-tailoring-your-message-for-maximum-impact) based on your highest-selling product before introducing that consumer to similar products, building trust and [brand loyalty](/blog/innovative-customer-retention-strategies). You can then analyze sales data to refine your targeting approach.

In this episode of [*Ecom Experiences, *](/podcast)join Samir Balwani as he welcomes Martie Kuzzy, the Growth Marketing Director at NEIWAI, who shares how she’s leading her brand into new markets. Martie talks about her journey into marketing, how NEIWAI overcomes market uncertainties, and the brand’s marketing efforts for 2024.

## Where to listen:

- [Listen on Apple Podcast](https://podcasts.apple.com/us/podcast/the-highs-and-lows-of-entrepreneurship/id1727193138?i=1000653879132)

- [Listen on Spotify](https://open.spotify.com/episode/2nqupVtHcDPosijFJsWr8j)

- [Listen on Amazon Music](https://music.amazon.com/podcasts/7f23f8ea-fc64-4a3b-a9e3-257ef0c98a1f/episodes/58e9f1e5-cef6-4ff7-b95c-afb153304483/ecom-experiences-the-highs-and-lows-of-entrepreneurship)

### Resources mentioned in this episode:

- [Samir Balwani on LinkedIn](https://www.linkedin.com/in/samirbalwani/)

- [QRY](https://www.weareqry.com)

- Martie Kuzzy on [LinkedIn](https://www.linkedin.com/in/marthakuzzy/) | [Instagram](https://www.instagram.com/martiekuzzy/)

- [NEIWAI](https://neiwai.life/)