For startups at the seed or Series A stage, international expansion is an exciting step. As we've discussed in other articles, it’s a chance to grow your business, tap into new customer bases, and prove your product’s potential on a global scale. But entering a new market is about more than just translating your website or adapting your marketing- it’s about building the right team on the ground.
Your first hires in a new market are crucial. They’ll be the ones establishing your presence, driving momentum, and making sure you hit the ground running. Whether you’re expanding into Europe, the US, or beyond, getting this right can make all the difference.
Why First Hires Matter So Much
Your first hires in a new market do more than just fill roles- they’re your eyes, ears, and voice in the region. They set the tone for how your business is perceived locally and play a huge role in how quickly you can gain traction.
But the “right” hires will depend on your business model and what you need most in the new market. For example, are you trying to build brand awareness? Then a local marketing or growth specialist might be the way to go.
Or do you want to build relationships with enterprise clients? A business development pro with a solid local network could be key.
These decisions are about more than job titles- they’re about matching the skills you need with the stage of your expansion.
Aligning Roles with Your Business Model
The roles for which you hire will depend on how your business operates and what you’re aiming for in the new market.
If you’re offering subscription services: Your success depends on keeping customers engaged over the long term. A customer success hire can make a huge difference here, helping new customers onboard smoothly and making sure they stick around.
If you’re B2B-focused: Relationships are everything. A sales or business development hire who knows the local scene can help you land key clients and navigate complex sales cycles.
If you’re running a marketplace: You’ll need to balance supply and demand. That might mean hiring someone to onboard providers on one side and someone else to attract users on the other.
Every business model has its unique needs, so think about which role will have the biggest impact early on.
How the Market Shapes Your Hiring Strategy
The kind of roles you hire for- and how you approach hiring- will also depend on the market you’re entering. Different regions come with different expectations, challenges, and opportunities.
Expanding Within Europe
Europe can feel like a single market, but as we will discuss in other articles over time, it’s incredibly diverse. Language, culture, and even customer expectations can vary wildly between countries. This means your first hires should have strong localisation skills. For example, if you’re targeting multiple European countries, a customer success hire who speaks several languages can help you cover more ground.
You’ll also need to consider regulations like GDPR, especially if you’re dealing with customer data. And if you’re hiring for marketing roles, make sure they know the best channels for each region. For example, LinkedIn might be perfect for B2B in the UK, but Instagram might work better for consumer brands in Southern Europe.
Expanding Into the US
The US is one of the most competitive markets out there, so your first hires need to make an immediate impact. A strong business development or sales professional with local industry connections can help you build credibility quickly.
For marketing, you’ll want someone who understands US-specific platforms and trends. Channels like TikTok or YouTube can be game-changers for B2C brands, while HubSpot and LinkedIn are solid bets for B2B. Keep in mind that the US is less fragmented than Europe, so campaigns can often be more standardised, though regional nuances (think East Coast vs. West Coast) still matter.
When to make your first hire
Mariana, Perlego's Head of Europe & Latam and a Brighteye mentor, shares her perspective on this important decision:
"I see that companies take one of these 2 approaches:
Hire early to explore and understand: hiring someone local to understand the new market and determine how to win. In practice, this means understanding the target audience, value proposition, competitive landscape, growth strategy and business model).
Hire once you have higher confidence in how you can win: you can start building confidence by leveraging internal teams (for example: someone in strategy/ops team) and engaging directly with potential customers. In cases where there are language barriers, partnering with local agencies, and having a fixed-time contractor or advisor to support can be a valid option as well.
Both options can work but companies must set clear expectations from the start on what milestones or signals they expect to see to gain more confidence to continue investing. Without this clarity, there’s a risk of hiring generalists who try to tackle everything without clear direction, likely slowing progress."
Mariana Aristizábal, Head of Europe & Latam
at Perlego, Brighteye Expansion Mentor
Testing the Waters vs. Going All-In
Not every expansion is about fully committing to a market right away. If you’re testing the waters, hiring a generalist or a country manager can be a great first step. They can handle a bit of everything—marketing, customer support, business development—and give you on-the-ground insights to decide if the market is worth doubling down on.
If you’re ready to go all-in, focus on building a more specialised team. Pair a marketer with a customer success manager, or hire a business development lead to drive growth while you handle strategy from HQ.
Mariana added:
"Another point to consider could be the option of leveraging local agencies or partners with deep expertise in the target market before committing to full-time hires, especially if you're uncertain whether the growth strategy from your home market is transferable.
For example, in our case, when we first approached the US market, we replicated what we had done in the UK and we hired a country manager who could help us with both the supply and demand side.
After months of slower progress than we expected, we realised that the growth strategy we had adopted in the UK was not transferable in the US, especially on the B2B side. We ended up partnering with a local edtech sales & marketing agency to support with local insights. This partnership helped us to pivot from a direct sales approach and progress much faster.
While this option can be more expensive upfront, it can be really effective when you need to move fast and lack the confidence that your current growth strategy can be transferrable."
Mariana Aristizábal, Head of Europe & Latam
at Perlego, Brighteye Expansion Mentor
Finding the Right People
When hiring in a new market, you’re not just looking for skills- you’re looking for people who can represent your company and adapt to a startup environment. These hires need to be self-starters who can take ownership of their roles and navigate the challenges of working for a growing company.
Cultural fit is critical. These team members will be your local ambassadors, so they need to align with your company’s values while understanding the nuances of the local market. Look for candidates who are entrepreneurial, adaptable, and excited to build something from the ground up.
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Making your first hires in a new market is one of the most important steps in international expansion. These team members will lay the groundwork for your success, whether that’s through building relationships, growing your brand, or supporting new customers.
By aligning roles with your business model, tailoring your strategy to the market you’re entering, and prioritising cultural fit, you can build a team that helps you thrive in any region. Whether you’re expanding within Europe, heading into the competitive US market, or exploring another part of the world, thoughtful hiring will set your startup up for long-term success.
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