Select the right coordination model (hq-led / hybrid / local-led) for each market in a multi-market launch, produce the market lane plan, and define the asset delivery schedule.
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name
multi-market-launch-ops
description
Select the right coordination model (hq-led / hybrid / local-led) for each market in a multi-market launch, produce the market lane plan, and define the asset delivery schedule.
triggers
["multi-market launch","local teams","CN/KR/JP coordination","international launch ops","how to coordinate local markets","localization-required launch","market lane planning"]
role
pmm
layer
pmm
version
0.1.0
sources
["Reforge Growth Series — Reforge (2023–2024)","aether-growth/campaign/knowledge/markets/ — aether (2026)","Harvard Business Review: Managing Global Product Launches — HBR (2019)"]
borrowed_from
null
Multi-Market Launch Ops
Purpose
Assigns the right coordination model to each market in a multi-market launch and produces the execution infrastructure: market lane plan, asset delivery schedule, escalation paths, and timezone grid. Prevents the two most common multi-market failures: HQ running everything and burning out, or local teams improvising without framework.
Built for PMMs running launches across two or more markets with at least one localization-required market.
Inputs
Input
Required?
Description
Markets in scope
Required
List of markets; flag language tier (english-first / localization-required / mixed)
Local team availability
Required
For each localization-required market: team size, lead contact, availability confirmed
Launch format
Required
blitz / launch-week / full-week
Asset types to localize
Required
Which assets require local adaptation (copy, visuals, legal review)
HQ team size
Required
Number of HQ PMM / content people available for multi-market coordination
Enterprise pipeline goal
Optional
Whether ABM pipeline is a primary goal in any market
Partner presence
Optional
Whether any market has a co-marketing partner active
IF market.language_tier = english-first AND local_team_present = false
THEN: hq-led
HQ plans, creates, and executes. Local team not required.
IF market.language_tier = localization-required AND local_team_present = true
THEN: local-led
Local team owns content creation, platform management, community engagement.
HQ provides: strategy, key messages, approved assets, escalation support.
IF market.language_tier = localization-required AND local_team_present = false
THEN: BLOCK. Do not activate this market. Add to "markets not activated" list.
Reason: publishing localization-required content without local review is a brand risk.
IF market.language_tier = mixed AND local_team_present = true
THEN: hybrid
HQ provides English-language content; local team adapts and adds local-platform content.
IF market.language_tier = mixed AND local_team_present = false
THEN: hq-led with local review gate
HQ creates content; require at least one native speaker review before publish.
Step 2 — Asset delivery schedule by coordination model
IF market.language_tier = localization-required AND coordination_model = local-led
THEN: Delivery deadline = D-10 (not D-7)
REASON: Translation review cycle + local platform account confirmation require extended runway.
This applies to every localization-required market — the specific review cycle length may vary;
D-10 is the minimum safe floor. Confirm with local team lead if more runway is needed.
IF market.language_tier = mixed AND coordination_model = hybrid
THEN: Delivery deadline = D-7
REASON: HQ creates English content; local team adapts. No full translation cycle required.
Step 3 — Market day assignment
Coordination model
When market activates in Full Week format
hq-led
D0 — activates simultaneously with HQ hero announcement
hybrid
D0 (English content) + D2 (local-language community activation)
local-led
D0 for English-language channels (if any); D2 for local-language community activation
Enforced constraints:
local-led market D2 activation must be local-team-led — HQ cannot drive content on D2 on behalf of local markets
No market activates before HQ D0 hero announcement is live
Partners activate on D4 (Full Week) or D1 (Launch Week) — not before hero announcement
Cross-Review Triggers
Required before FINAL:
pmm/launch-readiness-review/ — required before D0; verifies all market lanes are confirmed ready
Conditionally required:
Legal / compliance gate — when any localization-required market is in scope and the product makes data storage, privacy, or security claims (local data protection laws vary by market; confirm with legal for each market in scope)
Shared-skill consultation
shared-skill: foundations/shared-skills/
signal-direction: pmm → growth
purpose: confirm community platform selection per market (growth/community-launch) before assigning tasks to local teams
Example Usage
Example 1: US + Germany + Japan — Full Week
Context: Developer tools company, Full Week launch. Markets: US (english-first), Germany (localization-required, DE team of 2), Japan (localization-required, JP team of 3). 14 days prep.
Input:
Markets: US (english-first), DE (localization-required), JP (localization-required)
Local teams: DE team ✅, JP team ✅
Format: Full Week
HQ team: 6 people
Output:
COORDINATION MODELS:
US → hq-led (english-first, no local team needed)
DE → local-led (localization-required, DE team confirmed)
JP → local-led (localization-required, JP team confirmed)
ASSET DELIVERY SCHEDULE:
By D-10: Key messages (EN) + approved DE/JP one-liner translations delivered to DE/JP teams
By D-10: Visual assets (platform-agnostic) delivered to DE/JP teams
By D-10: Demo access + technical documentation delivered to both local teams
By D-1: Each local team confirms all assets received and content finalized
MARKET LANE PLAN:
D-1 | US: final review + teaser | DE: content finalized ✅ | JP: content finalized ✅
D0 | US: full hero launch (HQ) | DE: local-platform activation per DE market policy (DE team) | JP: local-platform activation per JP market policy (JP team, local optimal time)
D2 | Market Day: DE community activation on local-language platforms (DE team, per DE market policy) | JP: local-language developer community activation (JP team, per JP market policy)
D7 | All markets: retro data submitted to HQ
ESCALATION:
DE: [DE lead] → [HQ PMM lead] — response SLA: 30 min critical, 2h standard
JP: [JP lead] → [HQ PMM lead] — response SLA: 30 min critical, 2h standard
TIMEZONE GRID:
US | D0 9:00am ET | D0 14:00 UTC | D0 9:00am ET
DE | D0 3:00pm CET | D0 14:00 UTC | D0 9:00am ET
JP | D1 12:00am JST | D0 15:00 UTC | D0 11:00am ET (optimal JP morning, next day)
Reviews triggered:pmm/launch-readiness-review
Example 2: US + CN — blocked market
Context: SaaS startup planning to activate China on launch day. No CN team member available — only HQ staff.
Input:
Markets: US (english-first), CN (localization-required)
Local teams: CN ❌ (no local team)
Format: Launch Week
Output:
COORDINATION MODELS:
US → hq-led (proceed)
CN → BLOCKED — no local team available for localization-required market
DECISION: Remove CN from active market scope for this launch.
Add CN to "markets not activated" list.
Next action: Identify CN team lead or local partner before next launch cycle.
RATIONALE: Publishing Simplified Chinese content on CN platforms without native speaker
review and local account ownership is a brand and credibility risk. The audience will
identify non-native content and non-local accounts immediately.
ALTERNATIVE: If CN activation is strategic priority, delay launch by 4 weeks to recruit
and onboard a CN team lead, or engage a local marketing agency partner for this launch.
Reviews triggered: None (market blocked before planning proceeds)
Example 3: US + Brazil — hybrid model
Context: B2C app, Launch Week. US (english-first, HQ-led), Brazil (mixed language tier, 1 part-time BR community manager available). Portuguese content for some channels.
Input:
Markets: US (english-first), BR (mixed — Portuguese for consumer, English viable for tech)
Local teams: BR community manager (part-time, 10h/week available)
Format: Launch Week
Output:
COORDINATION MODELS:
US → hq-led
BR → hybrid (English content from HQ; Portuguese community content from BR community manager)
ASSET DELIVERY SCHEDULE:
By D-7: English hero post + social copy delivered to BR community manager
By D-7: Visual assets (platform-agnostic) delivered
BR community manager delivers: Portuguese social captions, local developer community post draft by D-2 (platform per BR market policy)
MARKET LANE PLAN:
D0 | US: full launch (HQ) | BR: English social posts amplified by BR community manager
D2 | BR: local-language developer community post (BR team, per BR market policy); community manager engages local replies
D4 | BR retro data submitted to HQ
NOTE: BR community manager availability is part-time — limit BR tasks to 2h/day max during
launch week to avoid overload.
Reviews triggered:pmm/launch-readiness-review
Validation Criteria
Output passes if:
Coordination model is assigned for every market in scope — no market is "TBD"
Any localization-required market without a local team is explicitly blocked
Asset delivery schedule is specified with named deliverables and deadlines per market
D-10 delivery deadline is applied to every localization-required + local-led market
Market lane plan covers every active market for every day of the format
Escalation paths are named (not "TBD") for every local-led or hybrid market
Timezone grid is complete for every active market
Sources are declared and Tier-1 frameworks are cited
Review triggers are listed with current status
Output carries: Confidence: [0-100] and Review Trace: [list of reviews passed]
Output fails if:
Localization-required market activated without local team confirmed
Asset delivery deadline is D-7 for a localization-required + local-led market (must be D-10)
HQ plans to drive D2 Market Day content on behalf of local markets
Any market in scope has no coordination model assigned
Benchmarks
Metric
Benchmark
Source
Asset delivery lead time (localization-required + local-led)
