Working in marketing abroad: what is it, why would you do it, and where is the best place to go?

What is working in marketing abroad like?

• Working in marketing abroad is like giving your creative brain a global plug. Not only will you learn how other countries think, react, and buy, you'll also become a more versatile professional with a much better understanding of global human dynamics.
• You'll work with international teams, sometimes build campaigns that transcend borders, and discover entirely new target audiences.
• Responsibilities: Marketing is a catch-all term, but typical tasks include:
  • Developing international marketing strategies.
  • Social media and content management for multiple countries.
  • Developing and analyzing online campaigns (SEA/SEO, ads, funnels).
  • Market and target group research.
  • Supporting product launches.
  • Analyzing trends and translating them into actions.
  • Coordinating branding and visual communication.
  • Collaborating with salespeople, designers, developers, or external agencies.
  • Presenting strategies to clients or management. Maintain contact with international partners and stakeholders.
• Working conditions: Marketing jobs vary by country, but generally:
  • Salaries are competitive in countries with a large tech or corporate industry.
  • There are options for remote or hybrid work (often at international companies).
  • Overtime is rarely mandatory, but deadlines do exist.
  • Salaries can be high in tech countries.
  • Internships and junior positions are often paid, but less so in some countries.
  • Room and board are almost never provided, except for at small NGOs or volunteer work.
  • Exceptions: Some startups offer lower salaries but do provide visa and relocation support.

What are the reasons for working in marketing abroad?

• To enhance creativity: You develop ideas for target groups with different humor, values, and visual language. You learn to adapt more quickly and think more original than when working solely within your own culture.
• To enhance communication skills: Marketing teams abroad are often international. You'll learn to communicate clearly, collaborate cross-culturally, and give presentations in contexts where "direct" is sometimes interpreted differently.
• To enhance your analytical skills: you'll work with new markets, consumer patterns, data sources, and tools. This will sharpen your ability to interpret trends and behavior.
• To practice initiative: marketing changes rapidly. Abroad, you'll discover that proactivity, seeing opportunities, pitching ideas, and solving problems, will advance your career much faster.
• To network and connect: marketing is all about relationships. You'll build an international network that can lead to future jobs, freelance opportunities, or collaborations in multiple countries.

What skills and motivations do you need to work in marketing abroad?

• Creative skills: you must be able to think outside the box when a campaign doesn't "click" in a local culture.
• Communication and listening: you'll work with clients and colleagues who communicate differently, so clarity is essential.
• Planning and organizing: you'll manage campaigns, content calendars, and deadlines across multiple time zones. Analytical thinking: Many marketing roles are data-driven. You must be able to interpret results.
• Self-confidence & persuasiveness: You present ideas, lead brainstorms, and defend strategies, even when there are ten nationalities at the table.
• Collaboration: Marketing teams are almost always multidisciplinary and international.
• Networking: Crucial abroad. Many marketing jobs come through connections, events, digital communities, or referrals.

What are the best countries and locations to work in marketing abroad?

• Working in English, major international tech hubs: Singapore, UAE, Ireland, Germany, the Netherlands, the UK.
• Digital marketing and tech professionals: Portugal (Lisbon), Spain (Barcelona), Estonia, Australia, Canada, the US.
• Entry-level, intern, and junior positions: Mexico (tourism sector), Costa Rica (ecotourism), Thailand (startups), Vietnam (fast-growing economy), Bali (many marketing agencies and digital nomads), South Africa (many companies). 
• Marketing in tourism and hospitality: New Zealand, Italy, Japan, Greece, Peru.

What are the risks of working in marketing abroad, and are you insured against those risks? 

• What are the risks of working in marketing abroad?
  • It's common for…
  • …laptops, cameras, phones, or other work devices to be damaged or stolen, even though they're not covered by standard insurance.
  • …expats to become ill in a new environment, sometimes seriously.
  • …professionals to be held accountable for campaign errors, such as misuse of data, incorrect claims, or failed advertising expenditures.
• Are you insured while working in marketing abroad?
  • There may be several reasons why you need separate insurance when working abroad.
  • Local employers generally offer limited or no supplementary insurance.
  • There's a risk of accidents, for example, because you're doing work with which you have little experience.
  • During work, internships, or volunteering abroad where you receive compensation or a salary, your own health insurance coverage in the Netherlands may be cancelled.
  • See the pages on: insuring international Insurances for working abroad, for internships abroad, for volunteering abroad, or for expats and emigrants.