Partnerships Without Borders: Unlocking Global Growth Opportunities — Insights from Courtney Brennan at iPX USA
At iPX USA in Austin, Texas, Acceleration Partners’ Courtney Brennan joined an expert panel alongside leaders from Crypto.com, Impact.com, and Merry People to discuss the realities of building global programs in a session titled “Partnerships Without Borders: Unlocking Global Growth Opportunities.” Drawing from her experience leading international influencer and affiliate strategies, Courtney offered a practical, people-first lens on what it really takes to scale partnerships that cross borders—and deliver long-term results.
For Courtney, going global starts not with tech or structure, but with mindset. “Creators are inherently global,” she explained. “They move fluidly across markets, and their audiences care more about authenticity than geography.” That truth, she said, should sit at the foundation of any brand’s international strategy. Performance and platforms matter, but successful programs are rooted in empathy. When creators feel supported—not just onboarded—and are encouraged to be themselves, the results tend to follow.
Of course, infrastructure still plays a key role. The most effective global partnerships are those where influencer strategy, market knowledge, tech systems, and local expertise come together seamlessly. In her view, the most underappreciated factor in success is human connection—something many brands overlook when they focus too narrowly on performance metrics. Even in results-driven campaigns, Courtney urged marketers to keep space for real collaboration and creator feedback. “Creators aren’t ad units,” she said. “They’re collaborators.”
You Can’t Copy-Paste Success
When it comes to selecting creators in new regions, she emphasized the importance of both data and gut. Metrics like reach and engagement are only part of the story; tone, values, and cultural resonance matter just as much. “Chemistry can’t be quantified,” she said, “but it often makes the difference between a good campaign and a great one.” Local insights—whether from boots-on-the-ground agencies or cultural research—often prove more valuable than platform dashboards. One of her key takeaways: don’t underestimate how much creator expectations vary across markets. For example, while performance-driven affiliate models are growing globally, some regions (like parts of Europe) still heavily lean into paid campaigns. Understanding those nuances upfront helps brands set the right goals, budgets, and timelines.
Not everything works everywhere—and Courtney was candid about the times she’s seen U.S.-born strategies fall flat abroad. One of her biggest learnings has been the danger of assuming you can copy and paste success. “The times I’ve stumbled were when I didn’t adapt,” she admitted. “Every market, creator, and audience is different. You have to curate your approach, not just replicate what worked before.”
In a creator economy obsessed with virality, Courtney instead advocates for building trust. While she acknowledged the value of viral moments—especially for visibility and paid amplification—she made it clear that fleeting reach can’t replace long-term value. At Acceleration Partners, programs are built around consistency and collaboration. Creators are engaged regularly for input on incentives, strategy, and even campaign ideas. Many programs blend commission with creative freedom, giving creators both flexibility and upside. And as fixed-fee budgets come under scrutiny, performance-based partnerships help brands manage spend while rewarding creators for real impact.
Signals of True Partnership Success
But how do you measure success beyond revenue? For Courtney, it’s about signals that can’t be found in a spreadsheet. Repeat collaborations, referrals, and brand advocacy from creators themselves point to high-quality partnerships. “When creators want to come back, or bring others in, or organically advocate for the brand—that’s when you know the program’s working.”
Asked what brands should do before launching in a new market, Courtney didn’t hesitate: localization first. That means understanding cultural norms, creator preferences, and what “success” looks like locally—not just globally. In markets like France, for example, influencer fees are high, and expectations differ from neighbouring countries. TikTok may be booming in some places, but Instagram continues to outperform in others. Discord communities may sound appealing, but don’t always deliver. Sometimes the simplest tactics—like IG story promo codes—can drive the best performance. The key is aligning with the reality of the market, not an idealized version of it.
Looking ahead, Courtney sees untapped growth in two key areas: creators who are running their own paid ads to drive affiliate sales, and micro-influencers who serve as efficient content engines for brands. Some of these creators are hitting top-tier commissions and earning bonuses, prompting brands to fund creator-led ad spend directly. She also flagged the growing power of underrepresented creator communities, AI tools for content optimization, and platform-native features like TikTok Shop as critical areas for innovation and scale.
Ultimately, Courtney’s session served as a reminder that global growth doesn’t come from casting a wider net—it comes from building better relationships. When strategy meets empathy, and when brands put in the work to localize thoughtfully, partnerships without borders aren’t just possible—they’re powerful.