Scaling Global Teams: Inside Deel's Marketing Strategy with Leslie Lee

In this episode of The Remote CMO, Leslie Lee, VP of Marketing at Deel, shares her experience in leading a remote marketing team for a global HR and payroll platform. Leslie discusses Deel’s journey as a remote-first company, the challenges of managing a globally distributed team, and the strategies they’ve used to scale while staying customer-centric.

Key Topics Discussed

• How Deel became the fastest-growing B2B startup, embracing remote work from inception.
• Leslie’s biggest marketing failure and the lessons learned about community building.
• The differences between leading marketing at Deel vs. Atlassian and adapting to remote-first cultures.
• Strategies Deel uses to build trust in a fast-moving, remote environment.
• Deel’s approach to hiring global talent outside of traditional tech hubs.
• How Leslie manages a 60-person marketing team across multiple time zones and cultures.
• Why Deel prioritizes customer-centricity, with leadership directly engaging with customers.
• How AI tools like MidJourney and content creation automation are helping Deel’s marketing team.

 

Actionable Takeaways for Remote Marketing Leaders

• Establish trust by understanding what the CEO cares about most and proving marketing’s alignment with those KPIs.
• Instead of spreading your team thin across many small trade shows, focus on fewer high-impact events with a stronger presence.
• Talent exists beyond Silicon Valley—find and develop high-potential marketers from diverse global backgrounds.
• In a remote-first world, set clear expectations early on and give your team the trust and flexibility to execute autonomously.
• Use AI for content creation, creative ideation, and translation to cut down manual work and accelerate campaigns.