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The Worldly Marketer Podcast
60 minutes | Aug 1, 2021
TWM 222: How to Avoid Costly Blind Spots When You’re Growing a Global Brand w/ Sean Duffy
Sean Duffy is an international brand strategist and the Founder of Duffy Agency, a strategic marketing agency that specializes in international brand development. Headquartered in Malmö, Sweden, Duffy Agencyworks to fill the expertise gap that business typically experience as they set out to compete on an international stage. The agency has worked with clients from over 30 different countries and has collaborated with partner agencies in 50 other cities around the world. As CEO, Sean divides his time between Duffy Agency's main office in Sweden and its U.S. office in Boston, MA. Born and raised in the U.S., Sean has over 30 years of experience working in strategic marketing. He began his career in Boston as a copywriter with BBDO, the global advertising agency, and later worked as Creative Director for an ad agency in San Francisco. In 1991, he moved to Stockholm, to work as Creative Director at Sweden’s largest ad agency, Lowe Brindfors, which is now part of the Mullen Lowe Group. After 10 years with Lowe working exclusively on international marketing, he decided to launch his own agency. In addition to his role at Duffy Agency, Sean is a Lecturer & Practitioner in Residence at the Lund University School of Economics & Management and a Mentor in their Masters Program in Entrepreneurship. He is also a frequent speaker on strategic international marketing and online brand management, and he draws on his experience working with dozens of global brands including IKEA, The United Nations, Saab, Volvo, Absolut, VF Corporation, Pfizer, and GSK. Last but not least, Sean is the author of an excellent new book called International Brand Strategy: A Guide to Achieving Global Brand Growth. Links: Duffy Agency website Duffy Agency on LinkedIn Duffy Agency on Facebook Duffy Agency on Instagram Duffy Agency on Twitter Sean’s book: “International Brand Strategy: A Guide to Achieving Global Brand Growth” (If you purchase this book via the Kogan Page website, you’ll receive a 20% discount by entering the special offer code INTBRAND20 during the checkout process.) Sean on LinkedIn Sean on Twitter This episode was sponsored by Vistatec.
44 minutes | Jul 18, 2021
TWM 221: What You Can Learn from Today's Best-in-Class Global Websites w/ John Yunker
John Yunker is a well-known pioneer in the field of web and software globalization, and he has been featured on two previous episodes of this podcast: episodes #059 and #182. He is the Co-Founder & President of Byte Level Research, an agency based in Ashland, Oregon, that specializes in researching, promoting and advising on best practices in web globalization. For over two decades now, John has been helping companies improve their global content, their websites, and their software through specialized reports, consulting, speaking and training sessions. He has worked with many of the world’s largest multinational corporations, providing them with web-globalization training and benchmark services. In addition to his client work, John writes a well-known blog called Global by Design, and he is the author ofseveral books, including “The Savvy Client's Guide to Translation Agencies, The Art of the Global Gateway”, “Beyond Borders: Web Globalization Strategies”, and most recently, “Think Outside the Country: A Guide to Going Global and Succeeding in the Translation Economy”. But he is perhaps best known for his annual Web Globalization Report Cards, which provide an up-to-date evaluation of how major global companies are performing relative to each other and to current industry best practices. In this episode, John returns to the show to talk about his 2021 Web Globalization Report Card, which he published earlier this year. Tune in to learn about which global companies are leading the way when it comes to website globalization best practices, what they're doing to attract and retain more international visitors, and what some takeaways are for companies in the earlier stages of international growth. Links: Byte Level Research website Byte Level Research on LinkedIn Byte Level Research on Twitter The 2021 Web Globalization Report Card Global By Design blog The Localization Institute class: “ReadySetGo: Global Navigation” John on LinkedIn John on Twitter This episode was sponsored by Vistatec.
51 minutes | Jul 4, 2021
TWM 220: What Today’s Tech Companies Need to Know About Global Expansion w/ Ramsey Pryor
Ramsey Pryor is the Founding Partner at Port of Entry Partners, a consultancy that helps tech companies conquer international markets. Based in the San Francisco Bay Area, he works with his clients to define their expansion strategy, understand the local market conditions, localize their product offerings, hire world-class talent, build brand awareness, win top accounts, and evolve as a truly global organization. With a background in Economics, Hispanic Studies, and Marketing, Ramsey has over 20 years of experience working at technology companies large and small. Before launching his own consultancy in 2021, he spent five years leading International Expansion & Sales at Branch Metrics, the third Fastest-Growing Company in North America on Deloitte’s 2020 Technology Fast 500 list. During his tenure at Branch, he grew the company's international footprint from zero to over 100 employees and opened 12 global offices across LATAM, EMEA, and APAC. In addition to his consulting work, Ramsey is a frequent speaker on international expansion, and he is a founding member of International Mastermind, a peer network of global operators from companies including Spotify, Shopify, Squarespace, Asana, HubSpot and other leading tech companies. He also recently launched The International Expansion Podcast, where he talks with industry colleagues about their experiences, learnings, and best practices around taking tech companies global. Tune in for Ramsey’s valuable insights on how today’s startups are going from zero to international faster than ever, and how they can manage the inherent challenges rapid global growth. Links: Port of Entry Partners website Port of Entry Partners on LinkedIn International Mastermind website International Mastermind on LinkedIn The Internal Expansion Podcast Ramsey on LinkedIn This episode was sponsored by Vistatec.
48 minutes | Jun 20, 2021
TWM 219: How Shopify Connects Merchants and Customers Around the World w/ Giulia Greco
Giulia Greco is the Localization Programs Lead at Shopify, the leading global ecommerce company headquartered in Ottawa, Canada. Founded in 2006, Shopify is the all-in-one commerce platform to start, run, and grow a business. Its mission is to make commerce better for everyone, everywhere. It now powers over 1.7 million businesses in more than 175 countries, and has over 5,000 employees across the globe. Shopify is trusted by brands such as Allbirds, Gymshark, PepsiCo, Staples, and many more. Originally from Milan, Italy, Giulia has a background in translation and interpreting. She moved to Canada in 2002, and settled down in Toronto. In 2016, she joined the Shopify team in the role of Content & Localization Manager for Italian, and eventually took on the role of Localization Program Manager. In her current role, she manages the localization operations in the Marketing & Growth team, including video localization, plus several in-country editors, linguists, translators, copywriters and a Language Service Provider. In this interview, Giulia talks about the role of internationalization and localization in Shopify’s incredible growth; the challenge of working with globally distributed teams; the inherent tension between building the company’s global brand identity and the need for hyper-localized content; what a minimum viable Localization team should look like; and how, in 2020, the “Shopify Effect” was responsible for $307 billion in global economic activity. Links: Shopify website Shopify blog (English) Article: “The Shopify Effect: How Entrepreneurs Are Changing the World” Shopify podcasts (English) Shopify on LinkedIn Shopify on Facebook Shopify on Instagram Shopify on YouTube Shopify on Twitter Giulia on LinkedIn Giulia on Twitter This epsiode was sponsored by Vistatec.
48 minutes | Jun 6, 2021
TWM 218: Why Exporters Need Local-Savvy Strategies to Succeed w/ Kathryn Read
Kathryn Read is an international sales & marketing consultant and a Partner at Uniconsult-Wick & Partner, which is a business management and export consultancy based in Austria. She has over two decades of experience developing niche products in emerging markets, and helping small and medium-size companies to break through international barriers, thereby creating successful entrepreneurs and a thriving global marketplace. Originally from the U.K., Kathryn has a background in French and German language studies, and she is extremely well travelled. She began her export career back in 1995, working at a British auto-parts manufacturer in Nottingham. In 2000, Kathryn relocated to Austria to take on a cross-border sales role at Trodat, which is a globally successful consumer goods company, and she has made her home in Austria ever since. In 2001, she joined HiPP, the European organic baby food company, and spent several years leading the brand’s international sales efforts into Central and Eastern Europe as well as Asia, including China. Kathryn firmly believes that business is done between people, and therefore she focuses on building strong relationships that form a solid foundation for doing business. I've had the pleasure of getting to know her better over the past year or so, and I always appreciate her authenticity, her genuine curiosity about people and cultures, and the kind, thoughtful way she approaches everything she does. Links: Kathryn’s website Kathryn’s blog Kathryn’s e-book: How to Decide Which International Markets to Enter” Uniconsult-Wick & Partner website Uniconsult-Wick & Partner YouTube channel Kathryn on LinkedIn Kathryn on Instagram This epsiode waws sponsored by Vistatec.
45 minutes | May 23, 2021
TWM 217: Why Global Brands Need Quality and Consistency in Their Creative Content w/ Anastasia Leng
Anastasia Leng is the Founder & CEO at CreativeX, a technology company whose mission is to advance creative expression through the clarity of data. Launched in 2015, CreativeX uses analytics tools to help Fortune 500 brands like Unilever, Mondelez, Heineken, ABI, Google, L'Oréal, and Pepsi to measure the efficiency, the consistency, and the impact of their visual marketing content across the globe. Fluent in three languages, Anastasia has been a nomad all her life. She has lived in Bahrain, Vietnam, Hungary, Russia, France, England, and currently makes her home in New York City. With a background in psychology and sociology, she began her career in marketing in 2005. She joined Google in 2007 as a Product Marketing Manager, and eventually took on the role of New Business Development Manager, EMEA, where she led entrepreneurship efforts in Europe, Africa, and the Middle East, and was responsible for early-stage partnerships for Google Voice, Chrome, and Wallet. In 2012, Anastasia launched herself into entrepreneurship when she co-founded Hatch.co, an e-commerce company that was selected as one of Time Magazine’s "Top 10 Startups to Watch in New York", one of TimeOut NY's "Best New Shopping Sites of 2013", as well as one of the four most innovative retail companies by the National Retail Federation. In this interview, Anastasia talks about why it’s so important for global brands to ensure quality and consistency across their creative marketing assets, how CreativeX helps Fortune 500 brands solve specific pain points around their visual content, and how she is successfully managing the international growth of her own company. Catch Anastasia’s valuable insights! Links: CreativeX website CreativeX Blog CreativeX on LinkedIn CreativeX on Twitter Anastasia on LinkedIn This episode was sponsored by Vistatec.
57 minutes | May 9, 2021
TWM 216: How Canva Grew to Be One of the Top 20 Unicorns in the World w/ Rachel Carruthers
Rachel Carruthers is the Head of Internationalisation and Localisation at Canva, a Software-as-a-Service (SaaS) company that makes graphic design simple for everyone. Since launching in 2013, Canva has grown to become one of the top 20 unicorn companies in the world, with a current valuation of $15 billion dollars USD. Canva now has over 50 million monthly active users across 190 countries and 100 different languages. More than 1,400 team members work together across continents to achieve the company's mission, which is to empower everyone in the world to design anything and publish anywhere. Originally from California, Rachel spent several years working on the vendor side of the Localization industry, servicing high-profile tech enterprise clients in Silicon Valley. In 2015, she moved to Sydney, Australia, to pursue a Master’s degree at the University of Sydney, and she never left. After a brief stint at a digital marketing agency, Rachel joined Canva in 2017. In her current role, she is responsible for ensuring that every Canva user has a truly localized experience, be it on the Web App, iOS or Android platform. She and her team also ensure that the company's marketing efforts are localized, that there is a variety of region-specific content for Canva’s design community, and that designs are relevant and fitting for each market around the world. In this interview, Rachel talks about the major global-growth milestones that Canva has achieved since its founding, the role of internationalization and localization in facilitating that growth, and the importance of international, non-English-speaking user for the company’s bottom line today. She also talks about how Canva’s investment in localization directly reflects of its commitment to accessibility, diverse representation and inclusion – core values that are inherent to the company’s mission. On a variety of levels, Canvarepresents an incredibly valuable case study for SaaS companies everywhere. Links: Canva main website Canva Learn (Courses, Tutorials & Blog) Canva Design School Canva on LinkedIn Canva on Facebook Canva on Instagram Canva on YouTube Canva on Pinterest Canva on Twitter Nataly Kelly article: "100 Languages and Counting: International Growth at Canva" CBInsights: "The Complete List of Unicorn Companies" (May 2021 status) Rachel on LinkedIn This episode was sponsored by Vistatec.
38 minutes | Apr 25, 2021
TWM 215: How Zambian Startups Are Growing Beyond Their Own Borders w/ Mulumba Lwatula
Mulumba Lwatula is an entrepreneur, a business consultant, and a technologist based in Lusaka, Zambia. He is the Acting Deputy Head of Investments (Mining, Manufacturing & Agribusiness) at IDC (Industrial Development Corporation), a state-owned enterprise whose mandate is to spearhead the Zambian Government's commercial investments agenda aimed at strengthening the country's industrial base and job creation. With an MBA and a background in Systems Analysis and Design, Mulumba has built a deep expertise in the development and delivery of technology-driven solutions in emerging markets on the African continent. Since beginning his career over 20 years ago, he has gone from as a Developer, to a Webmaster, to an IT company co-founder, to an Independent Consultant for the United Nations, he has founded a number of companies. Aside from his role at IDC, where he focuses on Mining, Manufacturing, and Agribusiness, Mulumba co-hosts Scale Up Africa, a podcast on building resilient African entrepreneurs and businesses, and he is a co-founder at Soqo, a data analytics and payments startup. In this interview, Mulumba talks about his work at IDC, how he sees Africa’s burgeoning startup ecosystem, what foreign brands need to know about Zambia’s rapidly changing marketplace, and how the African Continental Free Trade Area (AfCFTA) is creating new opportunities for local entrepreneurs. Catch his valuable insights! Links: IDC website IDC on Facebook IDC on Twitter IDC on LinkedIn Scale Up Africa Podcast website Scale Up Africa Podcast on LinkedIn Scale Up Africa Podcast on Instagram Scale Up Africa Podcast on Twitter Soqo website Soqo on Twitter Mulumba’s personal website Mulumba on LinkedIn Mulumba on Instagram Mulumba on Twitter This epsiode was sponsored by Vistatec.
54 minutes | Apr 10, 2021
TWM 214: How a Silicon Valley Health Tech Startup Is Making an Impact in Africa w/ Tobias Reiter
Tobias Reiter is the Co-Founder and CEO at VIEBEG Technologies, a Silicon-Valley based Health Tech company that expands people's access to affordable health care through the power of data. Launched in 2018, the company mainly operates in Central and East Africa, and offers high-quality medical and dental supplies as well as equipment through its comprehensive online marketplace and procurement software. Originally from Austria, Tobias first entered the world of AI back in college when, together with some colleagues, he built an AI-powered trading algorithm that was later sold to investors. He soon discovered that instead of just making money, he wanted to create an impact and solve real-world problems. Since launching VIEBEG Technologies, Tobias has been living and working in Kigali, Rwanda, and he is now on a mission to help achieve sustainable development in Africa by investing and participating in the African Tech-business environment. Besides his role at VIEBEG, he is also the Co-Founder of Tech Enfold Ltd., which is a Kigali-based social enterprise that focuses on empowering female software engineers in Africa. In this interview, Tobias talks about the many learnings he gained from launching VIEBEG’s operations in Rwanda, some important (and at times surprising) socio-cultural aspects of doing business in the region, and some key takeaways for other foreign entrepreneurs thinking of investing in Central and East Africa. Tune into the conversation! Links: VIEBEG website VIEBEG on LinkedIn VIEBEG on Facebook VIEBEG on Twitter Tech Enfold website Tech Enfold on LinkedIn Tobias on LinkedIn This episode was sponsored by Vistatec.
55 minutes | Mar 28, 2021
TWM 213: How the Digital Behaviours of Global Users in 2021 May Surprise You w/ Simon Kemp
Simon Kemp is the Founder & CEO at Kepios, a strategy consultancy that helps organizations all over the world to make sense of people’s evolving digital behaviours. He is also the Chief Analyst at DataReportal, an online library of up-to-date reports that explore people’s digital behaviours around the world. These free reports, which he produces in collaboration with Hootsuite and We Are Social, provide current, country-by-country information on everything from Internet penetration rates to online activities such as mobile usage, social-media habits and e-commerce adoption. Besides running his own consultancy, Simon is an Advisor on a couple of different Boards, he is a GWI Ambassador, and he is a contributing writer at The Next Web. Originally from Scotland, he has been based in Singapore since 2007, and he has become a perennial guest on this podcast. He has been featured on seven previous episodes, most recently on episode #179. In this interview, Simon talks about the latest series of Global Digital reports: the 2021 Global Overview Report and the 2021 Local Country Reports. In particular, he focuses on some surprising new trends emerging from those reports, including the massive popularity of image recognition tools, the general shift towards social search (instead of traditional search engines), and the clear preference for educational, instructional content (versus purely promotional content). Links: DataReportal website DataReportal on LinkedIn DataReportal on Facebook DataReportal on Twitter Digital 2021: Global Overview Report Digital 2021: Local Country Headlines Hootsuite website We Are Social website GWI website Simon’s articles on The Next Web Kepios website Kepios on LinkedIn Kepios on Twitter Simon on LinkedIn Simon on Twitter This episode was sponsored by Vistatec.
34 minutes | Mar 13, 2021
TWM 212: What You Need to Know about International Consumer Trends in 2021 w/ Jason Mander
Jason Mander was first featured on this podcast on episode #16. He is the Chief Research Officer at GWI (formerly known as GlobalWebIndex), which is the leading consumer research company for the global marketing industry. Headquartered in London, GWI has been delivering game-changing insights to just about every major agency, media organization and global brand since 2009. In his role as CRO, Jason leads the Research & Insight departments at GWI, and oversees the company’s flagship study on the digital lives and lifestyles of consumers across more than 45 countries. He also directs the GWI’s thought leadership program on the topics that matter to today’s marketers, planners and researchers. Jason is the author of numerous research reports, including recent ones published in collaboration with LinkedIn, Reddit and Slack. He has also developed new data sets, including GWI Work, which offers a deep dive into B2B professionals, and GWI USA, which examines contemporary attitudes, behaviours and sentiment among American consumers. As a public speaker, Jason regularly presents at industry conferences and has been a frequent contributor to articles and analyses across titles like WARC, Think with Google, BBC News, Huffington Post, eMarketer, Bloomberg and CNN. Links: GWI website GWI blog GWI’s 2021 “Connecting the Dots” report GWI on LinkedIn GWI on Facebook GWI on Instagram GWI on YouTube GWI on Twitter Jason on LinkedIn This episode was sponsored by Vistatec.
53 minutes | Feb 28, 2021
TWM 211: How IKEA Keeps Growing Its Global Brand by Speaking the Local Language w/ Anna Golubeva
Anna Golubeva has more than 15 years of experience working in various international communication and localization roles IKEA. A graduate of Moscow Pedagogical University, she began her career as a translator, consultant and English teacher almost two decades ago. In 2003, Anna joined IKEA Russia as a translator and copywriter. A few years later, she relocated to the Netherlands, where the Inter IKEA Group is headquartered, and she has living and working there ever since. In her current role, Anna leads the digital translation capabilities program at Inter IKEA Systems, which is the worldwide IKEA franchisor. She enjoys the opportunities and challenges of working with languages for IKEA's globally successful life-at-home brand. With her previous experience in retail, marketing and production management, Anna is currently focusing on multi-language initiatives to connect language topics with Inter IKEA Systems’ business agenda, and to enable the reach of the IKEA brand for more people in the world. I first met Anna at a workshop called "Bigger, Better, Faster: Navigating the Globalization Road from Startup to Enterprise". The workshop is a recurring one that is offered as part of the extended program for the LocWorld conference series. As a result of meeting there in July 2020, Anna and I are now part of a small group that meets once a month to discuss issues around localization strategy. Links: “About IKEA” website Inter IKEA Group website IKEA on LinkedIn IKEA on Instagram IKEA on YouTube IKEA on Twitter LocWorld website Anna on LinkedIn This episode was sponsored by Vistatec.
41 minutes | Dec 20, 2020
TWM 210: How Translators Without Borders Keeps the World Informed in a Pandemic w/ Stella Paris
Stella Paris is the Head of Language Services at Translators Without Borders (TWB), the world’s leading non-profit translation organization. Since 1993, TWB’s mission has been to work towards a world where knowledge knows no language barriers, and people around the world have access to vital information in their language. To achieve this goal, TWB connects NGOs and aid organizations with a community of over 4,000 professional translators, who work in 190 language pairs. In 2020, one of TWB’s top priorities has been to help provide access to timely and accurate information about COVID-19. In July, it announced its participation in the Translation Initiative for COVID-19 (or TICO-19, for short), which brings together translators, technologists and researchers from major technology companies, academic institutions, and Language Services Providers. The aim of this initiative is to use language technology to make potentially life-saving COVID-19 information available in as many languages as possible, with a view to bringing the global pandemic under control. Originally from the U.K., and based in Italy since 2003, Stella has a background in language studies, marketing and translation. She has been working in the language services industry for two decades, and has held a variety of roles including as translator, vendor manager, project manager, account manager, and communication manager. Before joining TWB in 2018, she was the Marketing Director at one of Europe’s top localization companies. In her current role as Head of Language Services, she is a member of the TWB's Leadership Team, and is responsible for managing the organization’s Language Services Team. Stella believes in the power of global communication as a driver for change. Besides her role at TWB, she is a member of the management team for the Italian Chapter of Women in Localization. Links: Translators Without Borders website TWB’s Holiday Giving Campaign page Episode #074 with Lori Thicke, Founder of TWB TWB on LinkedIn TWB on Facebook TWB on YouTube TWB on Instagram TWM on Twitter Stella on LinkedIn Stella on Twitter This episode was sponsored by Bubbl.
47 minutes | Dec 13, 2020
TWM 209: The Rapid Growth and Evolution of LATAM Ecommerce in 2020 and Beyond w/ Matteo Ceurvels
Matteo Ceurvels is a Regional Analyst for Latin America & Spain at eMarketer, a leading NYC-based market research firm, which recently merged with Insider Intelligence, the market-research division of Business Insider. Matteo has been featured several times previously on this podcast, namely on episodes #83, #106, #116, #141, and #151. Last time he was on the show, in July 2019, he talked about the Latin-American e-commerce landscape. Since then, a lot has happened in the world, not least the global spread of COVID-19. One of the observable consequences of the pandemic has been the acceleration of digital transformation and of e-commerce adoption in every region of the world, including Latin America. In this interview, Matteo shares some of the latest data around e-commerce adoption in LATAM generally, and Mexico in particular. He talks about the most popular e-commerce platforms in the region (Mercado Libre, Amazon, Alibaba, Carrefour Brazil, Magazine Luiza, etc.), as well as some unique local payment methods (e.g. Mercado Pago). He also explains why search-based marketing (cf. SEO and Amazon SEO) and localization ought to get much greater attention than they have so far. Finally, Matteo looks at regional consumer trends that he thinks will become increasingly important for online retailers in 2021 and beyond, e.g. clear brand positioning around sustainability, diversity and inclusion issues, as well as consumer-to-consumer and social commerce. Links: eMarketer website eMarketer on LinkedIn eMarketer on Facebook eMarketer on Twitter Insider Intelligence website Insider Intelligence on LinkedIn Insider Intelligence on Instagram Insider Intelligence on Twitter Matteo on LinkedIn Matteo on Twitter Matteo’s website This episode was sponsored by Bubbl.
46 minutes | Dec 6, 2020
TWM 208: Why the Underwear Effect Matters to Your Global Content Strategy w/ Gabriel Karandyšovský
Gabriel Karandyšovský is the Managing Editor at Nimdzi Insights LLC, which is a market research and international consulting company that focuses on the language services industry. Launched in 2017, Nimdzi Insights brings together localization analysts, international business consultants, and a variety of other experts and researchers, who help companies make better decisions around going global. Originally from Slovakia, Gabriel speaks seven languages and has a degree in International Business from the Sorbonne University in Paris. He has worked in the language industry for over a decade, and has worn a few different hats: from sales and marketing, to creative copywriting, to localization project management, before eventually joining Nimdzi in 2019. As Managing Editor, Gabriel now leads Nimdzi's team of researchers and writers, and oversees the company’s publications. He helps clients make data-driven decisions about their global market entry through research on target demographics, consumer buying behaviour, brand awareness, and brand perception. He is based in the city of Brno, in the Czech Republic. In this interview, Gabriel dives into the main takeaways from one of Nimdzi Insights’ most talked-about reports of 2020, "Project Underwear: A Study of Online Buyer Behaviour and How Language Affects User Choice". He discusses why the “Underwear Effect” matters to your global content strategy, what the difference is between “traditional” localization markets and “next frontier” markets, how expectations around localized content vary from market to market, and much more. Links: Nimdzi Insights website Report: Project Underwear TWM 137 with Renato Beninatto Nimdzi on LinkedIn Nimdzi on Facebook Nimdzi on YouTube Nimdzi on Instagram Nimdzi on Twitter Nimdzi’s playlist on Spotify Gabriel on LinkedIn Gabriel on Twitter This episode was sponsored by Bubbl.
39 minutes | Nov 25, 2020
TWM 207: Why Frontline Ventures Invests in Globally Ambitious Tech Startups w/ Finn Murphy
Finn Murphy is the Principal at Frontline Ventures, a VC firm based in Europe. Founded in 2012, with offices in Dublin and London, Frontline has positioned itself as the venture firm for globally ambitious B2B companies on both sides of the Atlantic. Its focus is on B2B SaaS companies with international growth goals, either early-stage startups with sights on the U.S., or at later-stage companies looking to expand into Europe. It has two main programs: Frontline Seed, which speeds up ideas at inception across Europe, and Frontline X, which is a growth-stage fund, for fast and frictionless US-Europe expansion. An entrepreneur at heart, Finn developed a passion for the tech startup and VC world while still while pursuing degrees in Math and Engineering at Dublin’s Trinity College. He built his first successful software business – an application to digitize ID cards for students at Trinity – and launched it in 2016. The first product was a success, and the company was spun out as an independent business. He secured funding, won a prime spot at a local accelerator, and built out the company’s core engineering team. After 18 months in operation iDly was snapped up by a larger Irish FinTech company. Finn then shifted his attention to developing the B2C growth marketing strategy at Plynk. He built out a specialized team, driving installs to a peak of 1000 per day. This company later flopped but the lessons on the way down were just as valuable as the ones from the way up. In 2018, Finn joined the Frontline Ventures team, where he is now looking to find and help grow the best new business ideas in Europe and the U.S. In addition to his responsibilities as Principal at Frontline, he also serves as a Board Member, Board Observer and Investor at several different tech startups. In this interview, Finn talks about why Frontline Ventures chooses to invest in globally ambitious tech founders, what his criteria are for evaluating a startup’s global growth potential, and what Frontline’s recently published 2020 Global Ambition Report reveals about the keys to successful international expansion for B2B software companies. Links: Frontline Ventures website Frontline’s 2020 Global Ambition Report Frontline Ventures on LinkedIn Finn on LinkedIn This episode was sponsored by the Think Global Awards, powered by Vistatec.
39 minutes | Nov 18, 2020
TWM 206: How ASICS Digital Fitness Apps Serve Millions of Users Around the World w/ Hilary Normanha
Hilary Normanha was first featured on episode #121 of this podcast. Since then, she has taken on the role of Localization Program Manager at ASICS Digital, which is a leading creator of mobile running apps. Originally founded as Runkeeper in 2008, it was one of the first apps available when the app store launched that year. It now has over 50 million users across 180 countries, and is available in 12 different languages. It was acquired by ASICS in 2016 as part of the group’s plan to drive global expansion and improve the Direct-to-Consumer (DTC) experience. With a background in psychology, Hilary began her career over a decade ago as a professional translator and language instructor. In 2015, she became the International Program Manager at DTM Distributors, an international supply chain company in food distribution. A couple of years later, she joined a small tech company called Eezy as Product Localization Manager, and built the company’s localization program from the ground up. In 2019, Hilary joined ASICS Digital, where she now manages the localization program for the company's fitness apps. These include Runkeeper, a running and tracking app; ASICS Studio, a workout app; and Race Roster, a recently-acquired online registration platform for race organizers. Hilary works closely with a variety of teams within ASICS to ensure a fully localized product lifecycle for all of ASICS fitness apps. Catch Hilary's valuable insights, as she talks about why a global retail brand like ASICS got into the business of developing and supporting fitness apps, and how ASICS Digital makes those apps relevant and engaging for millions of users around the world. Links: ASICS Digital website ASICS Digital on LinkedIn ASICS Digital on Instagram Hilary on LinkedIn This episode was sponsored by the Think Global Awards, powered by Vistatec.
69 minutes | Nov 10, 2020
TWM 205: Why Software Companies Need Truly Continuous Internationalization w/ Adam Asnes
Adam Asnes is the CEO of Lingoport, a recognized leader in internationalization and localization. Through its consulting services and software, Lingoport helps software companies globalize their products so that they work well in every target language and locale. Lingoport's suite of software supports continuous internationalization, localization, and QA in every sprint and release, allowing companies to release globalized software on time, on budget, and with repeatable quality. Lingoport’s clients include well-established global leaders such as Cisco, Dell, Intuit, CA and more, as well as companies that are new to software globalization. As the Founder of Lingoport, Adam has been with the company since its launch in 2001. In his role, he oversees the company’s marketing, sales, product development, consultant recruiting, and operations. He is based at Lingoport’s headquarters, in Boulder, Colorado. You won’t want to miss this deep dive into how today’s software companies can successfully handle the continuous internationalization (i18n), localization and QA of their products for global distribution. Adam talks about some important i18n best practices, shares some wonderfully honest opinions, and offers some helpful advice for software startups. Tune into the conversation! Links: Lingoport website Lingoport resource library Lingoport blog Lingoport on LinkedIn Lingoport on Facebook Lingoport on Twitter Adam on LinkedIn Adam on Twitter This episode was sponsored by the Think Global Awards, powered by Vistatec.
45 minutes | Nov 3, 2020
TWM 204: How Intercultural Communication Training Improves Global Teamwork w/ Nicole Barile
Nicole Barile is the Founder of NB Intercultural, a company dedicated to intercultural communication training. With over 15 years of experience helping clients to work effectively across cultures, she helps create globally minded leaders and organizations around the world. Before launching her own business, Nicole spent 10 years working as the Executive Director of an intercultural consulting company in New York City. In 2014, she relocated to Cleveland, Ohio, to head up the intercultural training division at Dwellworks, a global relocation services firm. In 2018, she launched NB Intercultural, where her focus is now on training expatriates who are relocating to other countries, businesspeople navigating cross-cultural situations, and organizations dealing with issues around multicultural team dynamics. Originally from the U.S., Nicole has traveled to over 40 countries, she has lived in Mexico and Argentina, and she speaks conversational Spanish and Portuguese. She holds a BA in Global Economics and an MA in Intercultural Relations from the University of the Pacific in California. Besides running her own business, she is a Visiting Lecturer and Workshop Facilitator at Northwestern University’s Kellogg School of Management. She is also a regular presenter, speaker, and writer on the topics of global leadership, cultural competence, doing business across borders, and working on multicultural teams. In this interview, we discuss the importance of intercultural competence for today’s global business leaders, the pitfalls of virtual-only communications in these pandemic times, and the benefits of intercultural communication training for global teams. Catch Nicole’s valuable insights! Links: Nicole’s #futureofglobalwork website Nicole’s Blog Nicole’s ‘Culture Bytes’ NB Intercultural on LinkedIn Nicole on LinkedIn Nicole on Instagram Nicole on Twitter This episode was sponsored by the Think Global Awards, powered by Vistatec.
42 minutes | Oct 26, 2020
TWM 203: How the Right Content Strategy Can Build Your Brand on a Global Scale w/ Kathrin Bussmann
For this episode, guest host Neil Sheth turns the tables on Kathrin Bussmann and puts her in the interview “hot seat”. Neil is the Founder of London-based digital marketing & SEO agency Bubbl, and was featured on episode #198 of this podcast. As an international marketing strategist, Kathrin Bussmann helps digital-first companies become successful global brands. She leverages up-to-date market research, cultural intelligence and localization expertise to creates global content strategies that attract, engage and retain more international customers. Her mission is to empower today's global-minded companies to build their brand value across languages, cultures and borders. Born in Quebec of German immigrant parents, Kathrin grew up fluently trilingual and multicultural. She holds degrees in Communications Studies and Linguistics from the University of Ottawa, and a Ph.D. in Linguistics from Humboldt Universität in Berlin. Now based in Toronto, Kathrin launched her global marketing consultancy, Verbaccino, in 2014, and has been producing her award-winning show, The Worldly Marketer Podcast, since 2016. She is a member of the Globalization and Localization Association (GALA) and of The Global Chamber, as well as being a Co-Founder of Women in Localization Eastern Canada (WLEC) chapter. Catch this very special episode, in which Kathrin talks about why she loves to work at the intersection of global business, content marketing and localization strategy, and why she thinks of them as pillars for today’s successful brands. Plus, Neil has a big announcement! Tune in and find out who is taking a new role as Head of Content Localization at Bubbl to help clients build their brands on a global scale. Links: Bubbl website Bubbl on LinkedIn TWM episode w/ Neil Sheth Kathrin on LinkedIn Kathrin on Twitter This episode was sponsored by Vistatec.
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