Teresa Monroe initiated the transformation through a cross-functional audit, engaging the Brand experience team to map existing practices and capture expectations around brand equity. This established a shared baseline and highlighted the need for a more structured, global approach.

A strategic alignment workshop marked a key inflection point, aligning stakeholders around a common ambition: shifting from isolated local initiatives to a structured global framework. Teresa Monroe then designed a unified questionnaire, selecting the most discriminating KPIs to ensure both comparability and decision-making relevance.

The framework was deployed in pilot markets, validating its ability to generate competitive, externally grounded insights. Activation workshops were embedded to translate findings into prioritized business actions, ensuring immediate operational use.

This approach established a scalable operating model, combining centralized governance with local ownership, and creating a consistent bridge between insight generation, strategic steering, and in-market execution.