Building a global brand isn’t just about having standout products or clever marketing campaigns. It’s also about the places where customers experience that brand in the real world, whether it’s a flagship store in a bustling city or a distribution hub that keeps products moving seamlessly. Virginie Costa knows this better than most. As the former North America Chief Financial Officer at Mondelez International, she’s spent over two decades guiding real estate expansion for some of the world’s most recognizable brands, ensuring that every location not only serves its purpose but also strengthens the brand’s presence and connection with customers.
Scaling Consumer Brands Globally – Managing Billions Across Iconic Brands
Virginie Costa knows what it takes to scale consumer brands on a global stage. As North America Chief Financial Officer at Mondelez International, she oversaw more than $11 billion in regional revenue and managed a portfolio that included grocery staples like Oreo, Ritz and Chips Ahoy, brands instantly recognizable in households worldwide. Over two decades as a regional and global CFO and COO, Costa has seen how different industries tackle growth. Her career spans retail, wholesale, licensing, consumer packaged goods, luxury beauty and food, with a client list that reads like a luxury shopping guide: Hermès, Godiva, Burberry and Wella. Each brand brought unique lessons in expansion, from navigating complex global supply chains to creating unforgettable customer experiences.
“As a transformation expert and strategic business leader, I have guided global brands in building sustainable, profitable growth through strong financial discipline, operational excellence and strategic real estate expansion,” Costa says. Today she serves on public boards and chairs audit committees, but her mission remains unchanged: helping brands grow smarter, not just bigger.
Real Estate Must Reflect The Brand Vision
Most companies approach real estate as a numbers game. They focus on buildings, leases and square footage. Virginie Costa sees something different: a chance to tell a brand’s story. “For global brands, real estate is more than just buildings. It is about creating an experience that aligns with the brand identity,” she says. She learned this lesson early while working with luxury brands, where every location was a strategic choice. A store was never just a store. It was an extension of the brand’s image and values. “From retail boutiques to global flagship locations, every site selection was a brand decision,” she notes. The right high-traffic urban space signals one kind of message. A purpose-built distribution center that makes same-day delivery possible signals another. Both shape how customers experience and trust the brand.
Always Balance Financial Rigor With Strategic Growth
Costa brings a CFO’s perspective to expansion decisions that marketing teams might not always consider. Attractive locations come with a price tag, and not all of them deliver a return. “As a CFO and COO, I see real estate as both a financial asset and a growth enabler,” she explains. “Every expansion decision needs to strike a balance between cost efficiency and strategic opportunity.” Her analysis goes deeper than most people expect. She examines return on investment, market trends and how each expansion plan aligns with revenue projections. Her work with Godiva is a clear example. “We further extended the global retail footprint and evolved the concept to become both store and café,” she recalls. Making that vision work meant modeling location performance in detail and negotiating agreements that preserved profitability while keeping the brand’s premium positioning.
Building Infrastructure for Competitive Edge
Here is where Costa’s perspective stands out. The glamorous storefronts may capture attention, but the behind-the-scenes infrastructure often drives more growth. “It is about building infrastructure, supply chain hubs, distribution centers and digital logistics,” she says. These investments allow brands to reach customers more efficiently and can become powerful competitive advantages. Her work across multiple geographies has revealed a truth many executives overlook. “I found that optimizing infrastructure often drove as much growth as front-end sales,” Costa explains. A warehouse that shortens delivery times by a single day can have more impact than a flagship store that photographs beautifully. Strong partnerships with local stakeholders and targeted technology investments form the backbone of this success.
Costa’s approach treats real estate and infrastructure as strategic tools rather than operational afterthoughts. The key is aligning every location with the brand vision while maintaining the financial discipline that keeps expansion sustainable. Companies that strike this balance can grow globally with confidence. With the combination of financial expertise and hands-on operational experience across diverse industries, Costa offers a perspective few consultants can match. For brands preparing their next phase of growth, her advice focuses on uniting finance, operations and real estate for results that last.
Connect with Virginie Costa on LinkedIn for insights on global brand expansion and strategic growth.
