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Interview

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Scaling Melissa in America: Lessons in Authenticity and Community

📍New York, NY

Scaling a beloved brand outside its home market is one of the hardest challenges in retail. Jessica Alsing, Chief Digital Officer at Grendene Global Brands, has proven it can be done, and at remarkable scale. Under her leadership, Melissa achieved 12x growth in the United States, turning a Brazilian cultural icon into a brand with a cult following abroad. For Alsing, the key wasn’t just selling shoes, but translating Melissa’s heritage of art, design, and collaboration into a story that resonates with American consumers.

Breaking into the U.S. market required a sharp focus on authenticity and community. Melissa didn’t rely on heavy celebrity endorsements or a copy-and-paste marketing playbook. Instead, Alsing and her team built loyalty and ambassador programs that empowered fans to share their love for the brand, turning consumers into advocates. Combined with bold collaborations that rivaled fashion’s biggest names, this approach positioned Melissa as a brand that was not only distinctive but also deeply connected to its community.

Leadership played a critical role in making this transformation possible. Alsing emphasizes curiosity, authenticity, and engagement as the foundations of her leadership style. Her belief that “presence should not be mistaken for engagement” underscores how she builds and motivates teams in a hybrid world. Rather than trying to be the smartest person in the room, she sees herself as a conductor of an orchestra, bringing together diverse talents to create harmony, alignment, and ultimately growth.

Melissa’s U.S. story offers important lessons for global retail. In an increasingly crowded market, success doesn’t come from louder ads or more products, but from genuine storytelling, consumer connection, and leaders who can balance global consistency with local relevance. By staying true to its DNA while adapting to new markets, Melissa proves that a brand rooted in culture and creativity can transcend borders, and thrive far beyond its home country.

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