Scaling globally through local GMs – madness or genius?


In this week’s episode, Shahar and Romi talk with Jonny Steel, Vice President of Marketing at Payoneer.

When Jonny joined in 2014, Payoneer was a start-up with a centralized organization. Eight years later and it has now grown into a significant global company. Jonny explains how growth hacking was paramount to the expansion and success of the business and how it took them internationally.

Jonny feels relocating managers is a safe option when considering expanding globally. Payoneer instead pride itself on its different approach. He discusses how hiring the best business leaders who know the local market can be a risk but one worth taking. 

When Payoneer’s platform went down, it left many people worried and unable to be paid. Jonny details how they turned their biggest crisis into loyalty for the company. 

The key to scaling is not to be afraid, according to Jonny. But how do you recover if the risk doesn’t pay off?

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Jonny Steel is a seasoned marketing leader who has scaled several consumers, B2B, and fintech companies from startups to successful global businesses. Jonny has been the Vice President of Marketing at Payoneer (Nasdaq: PAYO) since 2014, where he is responsible for building the company’s brand worldwide. Jonny holds a degree in law and an MA in War Studies from Kings College, London.

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Meet your hosts

Shahar Erez

Shahar Erez

Co-Founder & CEO

Shahar Erez is the Co-founder & CEO of Fiverr Enterprise. In 2021, Fiverr Enterprise was acquired by Fiverr for $110M just 15 months after coming out of stealth mode.

Shahar is a tech-scene veteran and serial entrepreneur in Israel and Silicon Valley. He has 20 years of executive experience in engineering, product, and marketing under his belt at companies like HP, VMware, and Kenshoo.

He has a BA from IDC University and an MBA from the Technion Institute of Technology in Israel.

Lastly, he is a proud father of 3, an amateur cyclist, and an avid reader.

Find Shahar on LinkedIn

Romi Davidor

Romi Davidor

Marketing Manager

Romi was educated on three continents; she grew up in Japan as a baby, in California as a young adult, and now in Israel.

Romi has had an interesting career path (she’s a classic Gen Y story), starting as a CSR and sustainability consultant at BDO firm, to becoming an innovation management professional.

That lead her to become a mentor at different entrepreneurship programs, a podcaster, and today the marketing manager at Fiverr Enterprise.

Find Romi on LinkedIn