Sector: Manufacturing – Trade Show Equipment and Exhibition Solutions
Transforming a Siloed Marketing Function Into a Pan-European Growth Engine
Project Focus Areas
Improve European Marketing Team Efficiency by transforming siloed local teams into one pan-European function
Increase Brand Awareness across multiple European markets
Increase Market Penetration by localising campaigns for different audiences
Support Revenue Growth through lead generation campaigns
Project Overview
While leading the European marketing function for a major exhibitions manufacturer, Astrava transformed siloed local teams into one cohesive pan-European unit, unlocking efficiencies, improving collaboration, and driving stronger campaign performance.
Key Strategic Elements:
Pan-European Marketing Transformation
Market and Gap Analysis
Target Audience Profiling and Localisation
Sales and Marketing Funnel Alignment
Campaign Framework Development
Customer Journey Mapping
Pilot Campaign and A/B Testing
Creative Campaign Development (hero images, landing pages, propositions, social media)
Digital Transformation (systems, workflows, tools)
Team Collaboration and Skills Alignment
The company, a leading manufacturer of exhibition and trade show equipment, operated with marketing teams in France, the UK, Poland, and Portugal. Each team worked independently, leading to duplicated work, inconsistent messaging, fragmented systems, and wasted resources.
As the exhibitions market became increasingly competitive, with rivals leveraging digital tools and integrated European strategies, the company risked falling behind. Its siloed structure limited the ability to run unified campaigns, prevented knowledge-sharing, and reduced the impact of marketing on sales.
The challenge was clear: transform fragmented local marketing teams into a single, collaborative European function that could harness the strengths of each team member, increase efficiency, and deliver scalable campaigns across multiple product categories.
The Challenge
While leading the European marketing activities, Astrava designed and implemented a transformation programme that focused on collaboration, efficiency, and cohesion.
Team Transformation: Shifted siloed national teams into a single pan-European marketing function. Roles and responsibilities were redefined to make the best use of each person’s strengths, improving accountability and collaboration.
Frameworks and Data Analysis: Introduced campaign planning frameworks and performance dashboards, keeping analysis purposeful and focused on actionable insights.
Localisation Strategy: Created a campaign model with consistent European brand positioning while allowing for adaptation of messages and assets to local markets.
Customer Journey Alignment: Mapped the exhibitions sector’s customer journey and aligned marketing activity with sales funnels to improve lead conversion.
Campaign Development: Designed pilot campaigns including hero visuals, landing pages, social media content, and lead magnets. Tested through A/B processes and refined for broader rollout.
Digital Transformation: Introduced tools such as Hootsuite to manage cross-border campaigns, centralised translation workflows, and integrated CRM to connect marketing and sales.
Cross-Functional Collaboration: Worked closely with sales and service teams to align objectives, creating a seamless experience from campaign delivery to customer engagement.
Our Approach
The transformation reshaped how the organisation approached marketing across Europe:
One Pan-European Team: Independent national teams became a cohesive unit, working collaboratively and leveraging each person’s skills and expertise.
Increased Efficiency: Reduced duplication of effort, streamlined systems, and optimised processes to save time and costs.
Consistent but Adaptable Campaigns: Ensured brand consistency while allowing tailored propositions for each market.
Improved Campaign Performance: Pilot campaigns showed higher engagement, improved lead generation, and better sales conversion.
Modern Marketing Infrastructure: Embedded tools and workflows that enabled smoother campaign delivery and better reporting i.e. Hootsuite
Sales Alignment: Created stronger integration between marketing and sales teams across regions.
Scalable Growth Model: Provided a repeatable framework for pan-European marketing campaigns.
Project Outcomes
Why Astrava? Turning Fragmentation Into Cohesion
Astrava’s approach went beyond campaigns. It was about reshaping how marketing operated across Europe by creating one cohesive team that could collaborate, share expertise, and deliver stronger results. By aligning skills, frameworks, and systems, Astrava gave the organisation clarity, efficiency, and the confidence to compete more effectively in the exhibitions sector.
The benefits for the company included:
A collaborative European marketing function that harnessed the strengths of every team member
Significant efficiency and cost savings through reduced duplication
Consistent campaigns tailored to local markets
Improved engagement and lead generation through better campaign design
Stronger alignment with sales for measurable revenue impact
A scalable framework for future European campaigns
Ready to Transform Your Marketing Across Borders?
If your organisation is experiencing:
Fragmented local marketing teams working in silos
Rising costs from duplication and inefficient systems
Difficulty balancing brand consistency with local needs
Weak collaboration between marketing and sales
…then Astrava can help.
We combine team transformation, customer insight, and campaign execution to deliver pan-regional strategies that improve efficiency, increase impact, and accelerate growth.
Contact Astrava today to explore how we can help you unify your marketing and strengthen your position across multiple markets.