Event Planning, Ribbon Cutting, and Community Building: Rolling Out a Global Brand’s US Presence
Rolling out a global brand in the US is not just about opening doors. It is about trust, details, and showing up the right way. Jackie Grosso shares what it really takes to launch a biotech presence through events, ribbon cuttings, and deep community work.
Key Takeaways
Event planning is about control and flexibility at the same time. You plan hard, then pivot fast.
Community trust matters as much as brand visibility, especially for new companies.
Cultural awareness is critical when global leadership is involved. Small details send big signals.
Notable Quotes
“I’m very comfortable when things are messy. Then we take it apart and rebuild it.”
“You ask for permission, not forgiveness, when culture and leadership are involved.”
“If I can explain it at a sixth-grade level, then we’re doing it right.”
Real-World Applications
Launching a new facility
A biotech company opens a new lab. Leaders attend from overseas. A detailed run-of-show, cultural checks, and backup plans ensure the event builds trust, not risk.Translating technical work
Scientists have deep expertise but limited time. A communications lead helps turn complex research into clear stories for partners, media, and the public.Building community ties
Partnering with local nonprofits and science museums connects the company to families, students, and future talent. It also shows the company is there to stay.
Big launches are not about flashy moments. They are about preparation, respect, and people. When events, culture, and community align, a global brand can feel local fast.
Time Stamps:
01:00 Jacki's Career Beginnings
03:25 Transition to Biotech
03:49 Lotte Biologics' Mission and Vision
05:06 First Year as Chief of Staff
07:26 Community Engagement and Volunteerism
10:50 Event Management and Cultural Sensitivity
17:46 Balancing Local and Global Responsibilities
18:37 Digital Marketing and Thought Leadership
22:41 Internal Communication and Employee Engagement
30:35 Environmental Branding and Campus Modernization
34:32 Final Thoughts and Advice for Chiefs of Staff
About The Author
Emily Sander is an ICF-certified leadership coach with more than 15 years of experience in the business world and the author of Hacking Executive Leadership. She’s been featured in several print publications, online articles, and podcasts, including CEO Today Magazine, Leading to Fulfillment, and Leadership Powered by Common Sense.
Emily has a passion for helping business leaders reach their full potential. Go here to read her story from seasoned executive to knowledgeable coach. If you want to send Emily a quick message, then visit her contact page here.