In this episode, I sit down with Ruthie Qadan, Head of Strategy & Operations at Spotify MENA & South Asia, to unpack the hidden strategies behind market expansion, team building, and scaling global businesses.Ruthie started her career in marketing but transitioned into business strategy and operations, proving that being a generalist is a superpower. If you’ve ever wondered how to break into a leadership role in a tech company, how to structure teams in different markets, or how to balance data with creativity, this episode is packed with takeaways.Whether you're a startup founder, strategy leader, or marketer, this is a must-listen for understanding Spotify’s playbook on growth, expansion, and execution.-00:38 Ruthie's career transition to a generalist01:25 The value of being a generalist03:42 Skills and leadership as a generalist04:55 KPI’s and team structure at Spotify09:20 Building and executing strategy14:24 Localization and market strategy at Spotify19:14 Balancing centralization and decentralization20:28 Key hires for new markets21:24 Maintaining brand consistency23:47 Market entry decisions26:07 Future of marketing: Brand vs. performance29:54 Measuring marketing effectiveness33:39 Understanding fandom at Spotify35:11 Customer feedback and sentiment analysis35:44 Pass the toolkit-Watch on YouTube: https://www.youtube.com/@shebuildspodcast-Get in touch:LinkedIn: https://www.linkedin.com/in/sarahhewerdine/Instagram: https://www.instagram.com/sarah_hewerdine

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