BALLS™ Europe
General Manager · 2022 — 2023 · Remote
Built the processes and the team that opened Europe for a US brand.
What it is
BALLS™ is a direct-to-consumer men's grooming brand — trimmers and body care built specifically for sensitive areas, with its own SackSafe™ guard technology. English in origin, US-owned by the time I joined. I ran Europe.
What I did
- Built the processes and resources for European brand awareness and sales from a standing start.
- Ran it lean — a small operation covering a continent, deciding what not to do as much as what to do.
- Worked a category most marketing playbooks don't cover, where the main obstacle is that nobody wants to say the product name out loud.
What came of it
A European operation built and running inside nine months, in a category where most of the usual channels are closed to you.