Explorez tous les épisodes du podcast The Worldly Marketer Podcast
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| TWM 239: How to Give International Visitors to Your Website a Great Experience w/ John Yunker | 06 Aug 2022 | 00:49:54 | |
John Yunker is a well-known pioneer in the field of web and software globalization, and, by now, one of the perennial contributors to this podcast. I've featured him on three previous episodes: #059, #182 and, most recently, #221. He is the Co-Founder & President of Byte Level Research, an agency that specializes in researching, promoting, and advising on best practices in website globalization. Based in Ashland, Oregon, John has been helping companies improve their global content, websites, and software since 2000. He has worked with many of the world’s biggest multinational corporations, providing them with web-globalization training, specialized reports, and benchmark services. His Web Globalization Report Cards have become required reading for global brand leaders everywhere; these annual reports provide an up-to-date evaluation of how major global companies are performing relative to each other and to current industry best practices. Besides his client work, John writes the popular blog "Global by Design", and has authored several books, including "Beyond Borders: Web Globalization Strategies", the first book devoted to the emerging field of web globalization, and more recently, "Think Outside the Country: A Guide to Going Global and Succeeding in the Translation Economy". Here, John returns to the show to talk about his "2022 Web Globalization Report Card", which he published earlier this year. Tune in to the conversation, and learn about how the top global websites make sure that international visitors have the best experience possible.
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| TWM 238: How CEA Is Helping Clients Deploy Solar and Storage Solutions Worldwide w/ Andy Klump | 18 Jul 2022 | 00:42:47 | |
Andy Klump is a renewable energy executive with nearly two decades of experience living and working in Asia. He is the founder, owner, and CEO of Clean Energy Associates (CEA), a solar energy and storage advisory firm that specializes in technical due diligence and engineering services. Established in 2008, CEAnow employs over 175 professionals around the world, and has completed solar energy and storage projects in more than 65 countries so far. Originally from the U.S., Andy has a background in Economics and an MBA from the Harvard Business School. He relocated from Atlanta to Shanghai in 2002 and has been based in Asia ever since. Prior to founding his own company, he served as the Vice President of Business Development for Trina Solar, where he headed the company’s international expansion plans covering supply chain, international business development, capital raising, and corporate development. Over a two-year period, he and his Trina Solarmanagement team successfully raised nearly $500 million in capital during the company’s IPO and follow-on offerings on the New York Stock Exchange. In addition to his role as the head of CEA, Andy is a current board member of a couple of renewable energy startups, ion Ventures and Solar Inventions, and he has served as a board member of the U.S. Solar Energy Industries Association (SEIA). He is also a co-founder and board member of the health-care focused non-profit organizations iDefine.org and KIDSIQProject.org. In this interview, Andy shares his personal career journey of relocating to China from the U.S., adapting to the local business culture, and eventually launching and scaling his own global company. He explains what the core purpose behind CEA is, and how he manages his growing international team. And he talks about some global and regional trends he's seeing in solar energy, and his perspective on the solar supply chain going forward. Tune in for Andy's valuable insights!
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| TWM 229: How Marketers Can Leverage Neuroscience to Facilitate a Greener Global Economy w/ Michael E. Smith | 05 Feb 2022 | 00:55:10 | |
Dr. Michael E. Smith is an applied cognitive neuroscientist and consumer insights professional, who studies the connection between brain function, human behaviour and the decisions we make as consumers. Based in San Diego, California, he is the Founder and Principal Scientist at Adaptation Research, a boutique consultancy that he launched in 2017. He is also an Advisory Board Member at CloudArmy Neuro, a Vancouver-based software company that provides on online neuro-powered marketing research platform. Before starting his own firm, Michael served as Vice President of Consumer Neuroscience at Nielsen, the market-leading consumer research firm. Previous roles include that of President at CorTechs Labs Inc, a medical devices company; Program Director in Cognitive Neuroscience at the US National Science Foundation; and Principal Neuroscientist at SAM Technology, where he directed research programs in the field of Neuroergonomics. I've had the pleasure of featuring Michael on this podcast once before, on episode #095, when we discussed how consumer neuroscience applies to global marketing. In his current work, he is focused on identifying how the latest insights into human behaviour and consumer decision-making can help speed the transition to a more circular economy. And on that topic, he recently published a book called Inspiring Green Consumer Choices: Leverage Neuroscience to Reshape Marketplace Behavior. In this in interview, Michael discusses the reasons behind the global “intention-action” gap when it comes to sustainable consumer behaviours, why consumer habits are so difficult to change, and how green brands can become more competitive in the marketplace. He also explains why the value proposition of a green brand may need to be adapted for different cultures, why brands should avoid greenwashing at all costs, and how marketers and policy makers can work together to incentivize greener consumer choices. You won’t want to miss this fascinating conversation!
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This episode was sponsored by the Globalization and Localization Association (GALA). | |||
| TWM 139: How Indeed.com Grew from Small Texas Startup to Global Success Story w/ Esther Curiel | 28 Mar 2019 | 00:33:55 | |
Esther Curiel is a global content and localization expert with more than two decades of experience. Currently, she is a Localization Operations Manager at Indeed.com, the world's #1 online job site. Headquartered in the U.S. and with offices in Dublin, Düsseldorf, and beyond, Indeed.com receives over 250 million unique visitors every month from over 60 different countries. Originally from Spain, Esther started her career in localization in 1998, and has worked on the vendor as well as on client side of the industry. She has a particular interest in content marketing, and streamlining the collaboration between marketing and localization, to help bring great user experiences to global audiences. Esther is an active member in the localization community. She is the assistant chapter manager of Women in Localization Ireland, and she has participated in LocWorld as well as Brand2Global events, leading discussions on global marketing topics. Catch Esther’s valuable insights on how Indeed.com grew from a small Texas startup into a successful global company, and how it plans to keep on growing into the future.
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This episode was sponsored by Vistatec. | |||
| TWM 138: What You Need to Know About Global Digital Usage in 2019 w/ Simon Kemp | 20 Mar 2019 | 00:51:16 | |
Simon Kemp has been featured on four previous episodes of this podcast: #022, #048, #104, and #125. He is best known for his annual Global Digital Reports, as well as his regional reports and country reports – all of which he produces in collaboration with Hootsuite and We Are Social. These reports provide detailed and up-to-date information on how people around the world are using the Internet in general and social media in particular. Originally from Scotland, Simon has been living in Singapore for over a decade now. He is the Head of Kepios, a global marketing consultancy that helps brands make sense of the future. All of Simon’s reports, which he has been publishing since 2011, are now available free of charge via DataReportal.com. This new online reference library represents an invaluable resource for marketers and business owners who are planning their international strategies. Catch Simon’s key takeaways from the Digital 2019 report, and send him your comments or questions via the Verbaccino Contact page! We’ll make sure to have Simon back for a follow-up interview on a future episode of The Worldly Marketer Podcast.
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| TWM 137: How to Choose the Right Service Providers to Help You Go Global w/ Renato Beninatto | 28 Feb 2019 | 00:35:52 | |
Renato Beninatto was previously featured on episode #002 of this podcast. In 2017, he co-founded Nimdzi Insights LLC, a market research and international consulting company composed of analysts, consultants, LSP experts, and researchers. Renato speaks five languages and has lived in seven countries around the world. He has three decades of experience in translation and localization, and has served on the executive teams for some of the most prominent companies in the language industry. In 2001, he co-founded Common Sense Advisory, the first market research company focusing on the language-services space. In addition to his role as CEO of Nimdzi, Renato is an Adjunct Professor at the Middlebury Institute of International Studies at Monterey, California, and a Faculty Member at the Pi School in Rome, Italy. He is also an author and a frequent speaker on globalization and localization issues at industry events and at universities around the world. In this episode, Renato talks about how startups and SMEs can go about finding the right experts to help them expand internationally, and why the cost of NOT going global may actually be much higher than that of boldly going ahead with it. Catch our conversation!
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| TWM 136: How Podcasting Can Build Your Global Brand w/ Wordbee’s International Buzz Business Podcast | 20 Feb 2019 | 00:47:41 | |
This special episode is re-broadcast of episode 24 of the International Buzz Business Podcast by Wordbee, in which Kathrin Bussmann is the featured guest. Along with International Buzz co-hosts, Tanja Falkner and Robert Rogge, Kathrin talks about… podcasting! Yes, it’s all very meta. Founded in 2008 and headquartered in Luxembourg, Wordbee offers fully scalable, cloud-based translation management technologies for Enterprises as well as Language Services Providers (LSPs). The International Buzz Business Podcast was launched in 2017, and the interview with Kathrin Bussmann is re-broadcast here with kind permission from Wordbee. In this episode, Kathrin explains how she got started as a podcaster, why a podcast can be such an effective content-marketing platform, and why more and more organizations are discovering podcasting as a powerful medium to reach their target audience, build their brands, and establish thought leadership.
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| TWM 135: How Netflix Managed Its Global Launch Through Creative Localization w/ Katell Jentreau | 14 Feb 2019 | 00:40:09 | |
Katell Jentreau is the Regional Globalization Manager for Latin America and Asia Pacific at Netflix. She has more than 20 years of experience in the localization industry, both on the vendor side and on the client side. Founded in 1997 and headquartered in California, Netflix is the world's leading internet entertainment service with 139 million paid subscriptions in over 190 countries. It offers TV series, documentaries and feature films across a wide variety of genres and languages. Originally from France, and with a background in translation, Katell began her career in 1995 when she joined SDL, one of the world’s leading language services providers. After 15 years of working at SDL’s U.K. office, in Sheffield, she relocated to California to take on the role of Senior Localization Manager at Yahoo! Inc. From there, she joined Box, the cloud content management company, where she held a series of localization management roles. In 2015, Katell joined the Globalization team at Netflix, just as the company was getting ready to launch globally. In her role as Regional Globalization Manager (LATAM & APAC), she has been working on improving and expanding Netflix's localized experience for users around the world.
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| TWM 134: How HappyOrNot Brings Its Emoji-Based Feedback System to the World w/ Tarja Karjalainen | 07 Feb 2019 | 00:29:21 | |
Tarja Karjalainen is the Localization Specialist at HappyOrNot, the company responsible for creating the globally-recognizable ‘Smiley’ feedback system. With over 25,000 physical ‘SmileyTerminals’ in airports, office spaces, and retail outlets around the world, the company generates employee and customer feedback data on an unprecedented scale. Founded in 2009, HappyOrNot is headquartered in Tampere, Finland, with a US office in Florida and a global reseller network of over 110 companies. Serving more than 4,000 clients in 120 countries around the world, HappyOrNot has become "The leading solution for instant customer and employee satisfaction analytics and reporting.” Its clients include global brands such Microsoft, McDonald’s, London Heathrow Airport, LinkedIn, the British National Health Service (NHS), and IKEA. With a strong background in translation, Tarja was originally a freelance translator and project manager, and she has hands-on experience from both the vendor and client sides of the localization industry. She is passionate about languages and communication, localization technology, and ensuring a great user experience. On this episode, Tarja reveals how even the smallest in-house localization team – given the right tools and the right language vendors – can ensure a great user experience for global customers. Links: | |||
| TWM 133: Why Cultural Intelligence Is Critical for AI-Driven Global Strategies w/ Bruno Herrmann | 31 Jan 2019 | 00:32:15 | |
Bruno Herrmann has been a guest on the podcast twice before: on episodes #TWM010 and #TWM105. He is a seasoned localization and globalization strategist, evangelist and leader with a passion for taking up challenges at the intersection of product, content and technology in various industries and around the world. Over the course of his 25 years of experience, Bruno has helped design and improve processes, he has partnered with stakeholders and team members, and he has acted as a change agent and a business partner in the IT, Operations, Communications, Marketing and Product Management roles that he has held. Bruno is a frequent speaker and moderator at industry events, a regular contributor to industry publications, including Brand Quarterly and EContent Magazine, and he is also an Advisory Board Member for Brand2Global.
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| TWM 132: Using Global Analytics to Create Personalized Consumer Experiences w/ Gopi Koteeswaran | 23 Jan 2019 | 00:37:51 | |
Gopi Koteeswaran is the CEO of LatentView Analytics, one of the world’s largest and fastest-growing data analytics firms. Founded in 2006, LatentView Analytics has become a trusted partner to enterprises around the world, including more than two dozen Fortune 100 companies in the financial services, retail, consumer packaged goods, technology, media, automotive and healthcare industries. With more than 550 employees, LatentView Analytics has offices in the U.S., Ireland, the U.K., the Netherlands, Germany, Singapore, and India. Gopi has a history of leading global companies to positions of strength in geographically diverse markets. He began his career as a brand manager with Johnson & Johnson, and went on to spearhead the company’s Vision Care business in India and Malaysia. He then joined Philips at its headquarters in the Netherlands, handling M&As and general management responsibilities. In 2010, he was named CEO of Philip’s DirectLife, a health and wellness business. In 2014, Gopi took on his current role as CEO of LatentView Analytics. He is based the company’s Chennai office, in India, and is responsible for the overall growth and expansion of the organization. Catch Gopi’s insights into how the field of data analytics is helping global brands create more relevant, more personalized experiences for their customers.
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| TWM 131: Integrating Smart Language Technologies into Your Global Business w/ Antonio Tejada | 17 Jan 2019 | 00:36:19 | |
Antonio Tejada is the Managing Director at Capita Translation and Interpreting, a UK-based language services provider that works with public-sector clients as well commercial clients across the globe. Capita TI is part of Capita plc, the world’s leading provider of technology-enabled business services, bringing reliability and strong governance to the localization market. Antonio has been working in the localization industry since 1992, after having studied Translation at the University of Granada in Spain. In 1998, he relocated to Ireland to pursue new management opportunities at one of the world’s largest language service providers. Since then, he has worked in various leadership positions, including in Operations, Business Development, and Language Solutions. In 2013, Antonio joined Capita in the role of Strategic Business Manager, and eventually took on the role Managing Director in 2017. Since joining Capita, Antonio has used his experience and knowledge of the localization industry to develop, launch and drive Capita TI’s in-house, proprietary language technology tools: SmartMATE and LiveLINK. He is also a regular speaker at industry events, including LocWorld and TAUS.
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| TWM 130: Four Best Practices to Make Sure Your Software Is Global-Ready w/ Patricia Paladini Adell | 20 Dec 2018 | 00:50:46 | |
Patricia Paladini Adell is the Globalization Director World Wide at CA Technologies, a California-based enterprise software company that has been around since 1976 and was just recently acquired by Broadcom Inc. In her role, Patricia leads the company’s globalization strategy and execution. With her team of globalization professionals, she works with the Business Units and Product Teams to make sure that CA Technologies' software solutions succeed in international markets. Patricia has almost two decades of experience in the content, translation and localization industry – both vendor side as well as client side – and has spent most of her career working in various leadership roles in software globalization. She specializes in building cohesive international teams that help companies grow their international revenue by localizing software in an ecosystem that supports agile software development methodology. In addition to her role at CA Technologies (a Broadcom company), Patricia is an Associate Professor at the Universitat Autònoma de Barcelona, Spain, where she is based. As a doctoral candidate herself, she is currently working on measuring and visualizing technical debt related to internationalization issues. She is also an active member of industry groups including GALA, TAUS, and Women in Localization. Catch Patricia’s explanation of the four main requirements of software internationalization, which every developer needs to know and any global-minded tech company should implement from the start.
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| TWM 228: How EcoVadis Helps Companies Around the Globe Be More Sustainable w/ Emily Rakowski | 22 Jan 2022 | 00:36:38 | |
Emily Rakowski is the Chief Marketing Officer at EcoVadis, the world’s most trusted sustainability ratings provider. Launched in 2007 and headquartered in Paris, EcoVadis helps businesses reduce risk and drive performance & innovation in their supply chain by evaluating their environmental, labor & human rights, sustainable procurement, and fair-trading practices. The EcoVadis methodology, which is built on international CSR standards, covers over 200 industries across more than 160 countries. The organization now has nine offices around the globe, and it works with over 85,000 companies, including global brands such as Verizon, Johnson & Johnson, Subway, Coca Cola, Salesforce, Renault-Nissan, ING Bank, and Nokia. With a B.A. in International Relations from Stanford University and an MBA from the Kellogg Graduate School of Management, Emily has over 25 years of experience in sourcing and procurement solutions. She spent many years in global marketing and demand management with both SAP and Ariba, and also worked in leadership roles at Ellucian, Kearney Procurement Solutions, Creative Good, and Kearney Consulting, where she managed marketing functions and consulting engagements for clients in the high technology, banking and energy industries. Now based in the greater Washington D.C. area, Emily leads a global team of professionals, who cover all aspects of EcoVadis’ B2B marketing, supporting the company's annual revenue growth, and helping to drive the overall business strategy. She was also instrumental in the success of EcoVadis’ $200M funding round back in January 2020. In this interview, Emily discusses the challenges of building a brand that engages stakeholders around the world and working with a globally dispersed marketing team. She also talks about the evolving language of Sustainability, and the trends she’s seeing in ESG (Environmental, Social, and Corporate Governance) conscienciousness among big global brands today. Tune in!
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This episode was sponsored by the Globalization and Localization Association (GALA). | |||
| TWM 129: How Real-Time Local Insights Are Helping Today’s Brands Go Global w/ Phil Ahad | 13 Dec 2018 | 00:29:46 | |
Phil Ahad is the Executive Vice President, Head of Products and Strategy at Toluna, a leading digital insights company headquartered in Paris. Since its founding in the year 2000, Toluna has grown from a one-person operation to a global company of more than 1,200 staff in 21 offices on 4 continents. Its mission is to help companies around the world make clearer business decisions by bringing brands and people together via a streamlined research platform and the world’s largest social-voting community. Based in the Washington, D.C. area, Phil is a digital marketing expert with over a decade of experience. He first joined Toluna in 2012, and after serving in a couple of different senior leadership positions there, he took on his current role in 2017. Phil is passionate about identifying first-look technology and trends that innovate companies, industries and business concepts. And he has a broad range of experience in digital product leadership and marketing focusing on automation and disruption across all industry types.
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| TWM 128: Bringing Global-Minded Tech Startups from Latin America to Toronto w/ Miryam Lazarte | 06 Dec 2018 | 00:33:36 | |
Miryam Lazarte was first featured on episode #008 of this podcast. She is the Founder and CEO of LatAm Startups, a non-profit corporation based in Toronto, Canada. In her role as CEO, Miryam manages the organization's day-to-day operations, and provides new ideas and projects to connect Canadian and Latin-American technology ecosystems. Through her organization’s LatAm Hub program, in particular, Miryam has been bringing market-ready tech startups from Latin America to Toronto or to New York, and then helping them to scale globally from there. Participants of the program take advantage of a transitional space where they can identify opportunities to go global while having their startup headquarters or partnerships based in North America. The LatAm Hub offers a three-month "soft landing” program, as well as one or two-week bootcamps for startups looking for market validation. Catch Miryam's insights on what's trending in the LatAm tech space, and why today's startups need to take a global perspective – and some risks – in order to be successful.
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| TWM 127: Optimizing Your Cross-Border Business in Switzerland and Beyond w/ James Moffat | 28 Nov 2018 | 00:33:01 | |
James Moffat is a Swiss-based sales and marketing consultant with an expertise in telecommunications and cross-border business. Through the two consultancies he founded, disrupt-it and Visibility Impact, he helps companies promote their products and services within Europe and beyond. With a background in electrical engineering, James spent the first 10 years of his career working in his native U.K., before relocating to the Netherlands in 2000. A couple of years later, he relocated to Bern, Switzerland, where he been based ever since. As a Business Growth Transformation Expert, James now leads and nurtures sales teams to accelerate growth and efficiency, coupled with team collaboration to drive business results. He works with business owners, startups and industry experts, driving product or service awareness, and creating visibility to help them make an impact across borders. Currently, James is preparing to launch Visibility Impact’s new 12-week training program for business owners and aspiring entrepreneurs.
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| TWM 126: Growing a Successful Export Business One New Market at a Time w/ Emiliano Introcaso | 22 Nov 2018 | 00:39:01 | |
Emiliano Introcaso was previously featured on episode #055 of this podcast. Based in Toronto, Canada, he is a Certified International Trade Professional (CITP) and a Professional Logistician (P.Log.) with almost two decades of experience working with manufacturers and exporters. Emiliano combines his extensive experience in international logistics and supply chain management with his current work as an educator. He been teaching and designing academic programs at several Ontario-based colleges for almost a decade now. He also delivers training workshops – both in Canada and abroad – to organizations looking to improve their knowledge around export practices. Earlier this year, Emiliano took on the role of Export Help Advisor at Export Development Canada (EDC), which is Canada’s export credit agency. Founded in 1944, EDC is a self-financing, Crown corporation that operates at arm's length from the Canadian government. Its job is to support and develop Canada’s export trade by helping Canadian companies respond to international business opportunities. EDC provides trade credit insurance, export financing, and bonding solutions, as well as extensive trade and international market expertise, to Canadian exporters and investors. Catch Emiliano’s valuable advice for SMEs looking to export into new markets for the first time!
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| TWM 125: Tracking How People Around the World Use Digital Technologies w/ Simon Kemp | 15 Nov 2018 | 00:42:04 | |
Simon Kemp has been featured on three previous episodes of this podcast: TWM 022, TWM 048, and TWM 104. You might say he’s become a perennial guest, and with good reason. Simon is probably best known for his annual Global Digital Reports and quarterly Global Statshots, which he produces in collaboration with Hootsuite, a social-media management platform, and We Are Social, a global digital marketing agency. As the Founder and CEO of his own digital marketing and branding consultancy, Kepios, Simon helps organizations all over the world make sense of the future. He is passionate about showing business owners and senior executives how digital technologies can help them achieve their goals and ambitions. Simon has already worked with many of the world’s most admired brands, including Unilever, Google, Coca-Cola, Nestlé, Johnson & Johnson, and Diageo, and he's a regular speaker at top conferences and events all across the globe. Most recently, Simon founded an online reference library called DataReportal, which offers hundreds of reports packed with data, insights, and trends to help businesses make more informed marketing decisions. Through DataReportal, marketers can easily explore the most up-to-date digital behaviours in every country around the world, with all the numbers they need to understand how people use the Internet, mobile devices, apps, social media, and e-commerce. It’s a fantastic new resource and, on top of that, it’s free!
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| TWM 124: Raising the Profile of the Globalization and Localization Industry w/ Allison Ferch | 08 Nov 2018 | 00:32:11 | |
Allison Ferch is the Executive Director of the Globalization and Localization Association (GALA), which is a global, non-profit trade association for the translation and localization industry. Founded in 2002, GALA’s mission is to support its member companies and the globalization sector by creating communities, championing standards, sharing knowledge, and advancing technology. In her role as Executive Director, Allison leads GALA’s internal operations and is responsible for the successful leadership and management of the association. She works with the Board of Directors to set the strategic direction of the organization, and she ensures the strategic alignment of all of GALA's programs and services. Allison is also responsible for developing partnerships that accelerate growth for GALA and its members. With nearly 400 member companies located all around the world, GALA is the largest global industry association for the translation and localization sector.
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| TWM 123: Using Competitive Market Intelligence to Plan Your International Expansion w/ Ron Pick | 31 Oct 2018 | 00:38:46 | |
Ron Pick is the VP of Marketing and Demand Generation at SimilarWeb, a New York based market research firm that specializes in digital market intelligence, and whose clients include Walmart, AirBnB, adidas, DHL and eBay. Founded in 2007, SimilarWeb now has over 400 employees around the globe, with offices in New York, San Francisco, London, Tel Aviv, Tokyo, Kiev, Paris, and Sao Paulo. Ron is a seasoned entrepreneur with a unique combination of growth market and business development experience in various technology and advertising industries. He has helped grow startups from idea to maturity, and has worked on initiatives dealing with both small and mid-sized companies. His work incorporates years of team building, growth, and bleeding-edge technology development, as well as marketing to, and partnering with companies all around the world. Catch Ron's insights on how today's data-savvy brands are using web-traffic intelligence to expand into new markets.
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| TWM 122: Being Clear on What Your Brand Stands for When You Go Global w/ Ryan Patel | 25 Oct 2018 | 00:28:11 | |
Ryan Patel is a global business executive, a board director, an international keynote speaker, and a CNN TV contributor on the Newsroom. He is an expert in scaling businesses, and has worked for startups as well as publicly-traded companies. His deep knowledge in strategic global market development, concept scalability, digital transformation in retail, and consumer-driven marketing has made him a thought leader in the global business realm. A strong believer in giving back to the community and paying it forward, Ryan has been the recipient of numerous accolades for his work of inspiring and modelling how business can make a social contribution. As a global executive, Ryan serves on several Advisory Boards and Boards of Directors across different sectors, from social responsibility to technology. He recently served as the Vice President of Global Development for Pinkberry, the leading frozen yogurt brand. Over his five-year tenure there, the company went from fewer than 95 locations to over 270 stores in 23 countries. Ryan has been featured on major business-media outlets, and has given talks around the world. His clients include Edison International, the Nasdaq Centre, Salesforce, the London School of Economics, the Wharton Business School, Osaka University, and the World Government Summit, to name a few.
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| TWM 121: How a Small US-Based Tech Company Went Global the Eezy Way w/ Hilary Atkisson Normanha | 11 Oct 2018 | 00:24:26 | |
Hilary Atkisson Normanha is the Product Localization Manager at Eezy.com. Founded in 2010, Eezy is an online network that helps millions of professional designers, illustrators and artists connect with design resources from brands around the world. With a background in psychology, Hilary began her career over a decade ago as a professional translator and language instructor. In 2015, she took on the role of International Program Manager at DTM Distributors, a Kentucky-based transportation company. In 2017, Hilary joined Eezy, where she now oversees all website and product localization. This includes leading a team that builds and maintains a company-specific translation memory and terminology databases, and working with the Content Director to develop products that are specific to each locale. Hilary is also responsible for researching country-specific product data, as well as the cultural and linguistic characteristics of Eezy’s international users to give them the product they need and advocate for their best possible user experience.
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| TWM 120: Understanding the Risks and Opportunities in Emerging Markets w/ Lucie Newcomb | 04 Oct 2018 | 00:39:36 | |
Lucie Newcomb was first featured on episode #038 of this podcast. She is the head of The NewComm Global Group, Inc., a management consulting firm that specializes in global markets expansion and leadership development for the B2B technology and services sector. For over 20 years now, Lucie has been helping her clients grow their brands and revenue streams worldwide – including into Emerging Markets – and often serves as an interim or fractional CMO for B2B companies. In addition to her role at The NewComm Global Group, Lucie is a Global Mentor with the U.S. Department of State’s Global Innovation - Science & Technology (GIST) program. She has also served on the Advisory Board of Brand2Global, the leading conference series on global marketing and branding. Currently, Lucie is working on go-to-market strategies for tech startups that specialize Software as a Service (SaaS), Platform as a Service (PaaS), the Internet of Things (IoT), Infrastructure as a Service (IaaS), and Software solutions. On this episode, Lucie focuses on the particular challenges and opportunities for business looking to enter today’s Emerging Markets.
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| TWM 227: What You Need to Know About Taking Your Business Beyond Borders w/ Cynthia Dearin | 08 Jan 2022 | 00:50:31 | |
Cynthia Dearin is the Founder & Managing Director at Dearin & Associates, an international business consulting company that helps its clients to access opportunities in fast-growing international markets. I've had the pleasure of featuring her on a previous episode of this podcast, namely episode #174, which came out back in early 2020. Based in Sydney, Australia, Cynthia launched her consulting firm in 2013, and now works with a variety of manufacturing and tech companies that are looking to succeed in overseas markets. As an extension of her consultancy, she has also launched the International Business Accelerator, which helps SMEs speed up and de-risk their international expansion process, and get their products and services to the world. From her early career as a diplomat, through her years working as a legal advisor and management consultant, Cynthia has now accumulated two decades of international experience. She has lived in France, the U.K., the U.S., North Africa, and the Middle East, besides her native Australia, and she speaks three different languages. In addition to her consulting work, Cynthia is a successful keynote speaker, podcaster, and best-selling author. Her most recent book, which was published in 2021, is called Business Beyond Borders: How to Take Your Company Global. In this interview, I talk with Cynthia about how the pandemic has affected her consultancy and her clients' international business efforts, and we dive into some of the top takeaways from her new book. Tune into our conversation!
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This episode was sponsored by the Globalization and Localization Association (GALA). | |||
| TWM 119: Adapting Your Digital Content for the Dutch Market w/ Michiel Kroder | 27 Sep 2018 | 00:31:46 | |
Michiel Kroder is a copywriter and localization expert based in the Netherlands. He helps entrepreneurs and business owners find clarity in their messaging by crafting strong, authentic and persuasive marketing content for multiple media. With a background in creative writing, copywriting and journalism, Michiel has been creating, editing and managing online content for over a decade, most of which he spent working in the video games industry – first at Commodore Gaming, then at Nintendo of Europe. Michiel also worked at the Amsterdam office of Blast Radius, a global digital marketing agency headquartered in Vancouver. In his role at Blast Radius, he was responsible for managing digital content for Microsoft Netherlands, and for monitoring Dutch social engagement around their products and services. Since 2015, Michiel has been working as a freelance content creator from his home in Uithoorn, just south of Amsterdam.
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| TWM 118: How Subway Keeps Setting the Standard for Global Expansion Success w/ Carrie Fischer | 19 Sep 2018 | 00:26:53 | |
Carrie Livermore Fischer has been working in the language and localization world for almost three decades now. She is the Internationalization Manager at Subway, the US-based quick-service restaurant (QSR) franchise. Founded in 1965, Subway now has well over 43,000 restaurants in over 100 countries, and the company was named as one of the fastest-growing franchises in the world by Entrepreneur magazine. With a background in French business and translation, Carrie started her career at Transparent Language, a language-learning company based in New Hampshire. From there, she moved to Connecticut to join Hyperion Solutions, where she helped create a localization department that could handle all of Engineering’s globalization needs. After Hyperion Solutions was bought up by Oracle, Carrie stayed on and learned how a large corporation manages all of its globalization requirements. After 14 years with Hyperion/Oracle, she relocated again, this time to Boise, Idaho, to take on the role of Localization Program Manager at Bodybuilding.com. Eventually, in 2017, Carrie joined Subway in her most recent position.
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| TWM 117: Top Tips for First-Time Translation Buyers w/ Tanya Sapty | 13 Sep 2018 | 00:40:01 | |
Tanya Sapty was previously featured on episode #100 of this podcast. She is the Founder of Circa Translations Inc., a language services company based in Toronto, Canada. Tanya began her career as a French-to-English translator, and has more than a decade of experience in the language industry, including in senior management roles. In the course of her career, she has also acquired first-hand experience in the field of sales and marketing, and has worked on major campaigns for some of the world’s best-known consumer brands. With her agency, Circa Translations Inc., Tanya is now focused on providing high-quality human translation with a particular attention to cultural relevance. Areas of speciality include financial, medical, and marketing translation. In the interest of full disclosure: Circa Translations Inc. is now an affiliate partner of Verbaccino, as mentioned in the pre-roll message of this podcast.
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| TWM 116: What You Need to Know About Ecommerce in Latin America w/ Matteo Ceurvels | 06 Sep 2018 | 00:37:31 | |
Matteo Ceurvels has been featured twice before on this podcast: first on episode #083 and, more recently, on episode #106. Matteo is a Senior Researcher at eMarketer, which is a leading market research firm headquartered in New York City. With a background in Latin American studies and political science, his role at eMarketer is specifically focused on the digital marketing landscape of Latin America and Spain. On this episode, Matteo dives into the key findings from his most recent report for eMarketer: "Latin America Ecommerce 2018: Digital Buyer Trends for Argentina, Brazil and Mexico".
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| TWM 115: Using Influencer Marketing Strategically to Grow Your Brand Globally w/ Joel Backaler | 29 Aug 2018 | 00:34:36 | |
Joel Backaler is a global marketing strategist, an award-winning author, and an international keynote speaker. He is Managing Director at Frontier Strategy Group, a research and advisory firm that helps companies enter and expand their presence in international markets. Joel combines his expertise in global marketing with a strong connection to China. He is a member of the National Committee on US-China Relations, and he is a fluent Mandarin speaker. Early in his career, he spent many years working in Asia, including in Beijing, Shanghai, Taipei, and Singapore. Joel's writing has appeared in business media outlets including Forbes, the BBC, and The Financial Times. He is a sought-after international keynote, with previous speaking engagements in Asia, Latin America, Europe and North America. Last but not least, Joel is the author of two books: China Goes West, which was originally published in 2014, and a new book, coming out in September 2018, called Digital Influence: Unleash the Power of Influencer Marketing to Accelerate Your Global Business.
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| TWM 114: How to Become a Certified Global Branding and Marketing Expert w/ Nitish Singh | 23 Aug 2018 | 00:34:16 | |
Dr. Nitish Singh is a leading global digital marketing and localization expert, who was previously featured on episode #88 of this podcast. He is a Professor at the Boeing Institute of International Business at St. Louis University, Missouri, and he has been teaching there for over a decade now. He is also the President of Integtree LLC, which an ethics and compliance consulting firm. Nitish holds a Ph.D. in International Business and Marketing, and his primary research focuses on cross-cultural consumer marketing, global e-business, and sustainability. He is the co-author of two critically-acclaimed books: The Culturally Customized Web Site: Customizing Websites for the Global Marketplace and Localization Strategies for Global e-Business. In addition to his responsibilities as a professor and business owner, Nitish is a close collaborator with The Localization Institute. Since 2013, he has helped organize the Institute’s Brand2Global conference series, and he has contributed significantly to the development of its online certification programs. Most recently, Nitish developed and launched the Global Branding and Marketing Certification program, which is now open for enrolment on the Brand2Global website.
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| TWM 113: Launching a New Audio Resource for the Global Marketing Community w/ Ulrich Henes | 25 Jul 2018 | 00:35:21 | |
Ulrich Henes is the Founder & President of The Localization Institute, and was previously featured on episode #49 of The Worldly Marketer Podcast. Since 1995, the Institute has become a leader in educational advancement in the field of localization. It has partnered with top universities and professional associations to develop comprehensive certification programs in localization project management, quality management, and global digital marketing. In 2003, Ulich co-founded the Loccalization World conference series, which is now held three times a year – in North America, in Europe, and in Asia – and is recognized as the world’s premier conference and exhibition series for the localization industry. Currently, he's busy preparing for the 38th edition of LocWorld, which will take place in Seattle, Washington, this October. Ulrich is passionate about connecting the localization and global marketing communities. And that’s why, in 2013, he also launched the Brand2Global conference series, which is specifically designed for professionals who drive global marketing and are responsible for international market share and revenue. I had the great honour of being invited to be a panelist at the last edition of Brand2Global, which was held in Silicon Valley last Fall. In this epsisode, Ulrich talks about the next edition of Brand2Global, which is being planned for Spring of 2019. More specifically, we chat about a very exciting project that we’ll be working on together in advance of that conference: the B2G Podcast, to be launched in the Fall of 2018.
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| TWM 112: How HubSpot Became One of the World’s Fastest-Growing Companies w/ Nataly Kelly | 18 Jul 2018 | 00:50:01 | |
Nataly Kelly is the VP of International Operations and Strategy at HubSpot, an inbound marketing, sales, and services software company based in Cambridge, Massachusetts. Founded in 2006, HubSpot has been recognized by Inc., Forbes, and Deloitte as one of the world’s fastest-growing companies. Beyond the US, it now has offices in Ireland, Singapore, Australia, Japan, Germany, and Bogota, Colombia opening soon. With a background in translation and interpretation, Nataly loves helping companies grow internationally. She has over 20 years of experience working with global organizations, both in-house and as an independent consultant. She is the former Chief Research Officer at Common Sense Advisory, a market-research company focused on the localization industry, and she has held leadership roles at various translation services and technology companies. Nataly is a regular contributor to media outlets, including the Harvard Business Review and the Huffington Post, on topics of global business and localization. She is also an author with Penguin Random-House, and her most recent book is called Found in Translation: How Language Shapes Our Lives and Transforms the World. A former Fulbright scholar, Nataly has been the recipient of numerous business awards over the years. She is a frequent speaker at industry events, an occasional guest professor, and a Board member of MultiLingual, the leading industry magazine for website globalization, international software development and language technology.
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| TWM 111: Why Global Marketing Success Depends on In-Country Knowledge w/ Erica Haims | 27 Jun 2018 | 00:51:01 | |
Erica Haims is an international marketing expert, who views content through a global lens. As the Head of Haims Consulting, her unique vantage point covers just about every aspect of content production. She is a global producer at heart and believes in empowering globally-minded brands to create impactful and consistent messaging. Before starting her own consultancy in 2015, Erica held long-term roles at Apple and Atlantic Records. She now has over 20 years of experience in the entertainment and technology industries, working in marketing, video production, and graphic design environments. In addition to her client work at Haims Consulting, Erica has taken on the role of Executive Director for the Marketing Committee at Women in Localization, a global organization that I’ve featured several times before on this podcast. Erica currently manages all content production, event marketing, social media, web production, and editorial for this vibrant organization, which has 4,500 members around the world – and counting!
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| TWM 110: How an International Trade Consultant Can Help You Grow Your Business w/ Darlene Duggan | 13 Jun 2018 | 00:29:06 | |
Darlene Duggan is the President and CEO at Duggan International Group, a full-service international business consultancy that she founded in 2004. Previously, she spent several years working as a Trade Commissioner for the Government of Canada’s Department of Foreign Affairs and International Trade, now called Global Affairs Canada. Based in Halifax, Nova Scotia, on the East Coast of Canada, Darlene believes that expanding your business in the global economy is as important as maintaining your local client base. With her BPR and CIT designations, she has over 20 years of experience in business planning, public relations and communications, sales and marketing, international trade consulting, and strategic initiatives. Through the Duggan International Group, Darlene helps companies develop the right business plans and sales & marketing strategies to establish themselves in new markets. She also conducts foreign market research, and with her worldwide network of associates, she organizes trade missions and helps companies find the best possible local partners.
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| TWM 226: How Plastic Bank Is Creating Value for Stakeholders Around the World w/ Saleem Ahamed | 11 Dec 2021 | 00:50:59 | |
Saleem Ahamed is the Chief Marketing Officer at Plastic Bank, an organization that is helping the world to stop ocean plastic, while improving the lives of those who help collect it. Founded in 2013 and headquartered in Vancouver, British Columbia, Plastic Bank’s mission is to empower the regenerative society by building ethical recycling ecosystems in coastal communities and reprocessing the materials for reintroduction into the global manufacturing supply chain. Currently, the company operates in Haiti, Brazil, Indonesia, the Philippines, and Egypt, and works with over 17,000 collectors. So far, Plastic Bank has stopped over one billion plastic bottles from entering our oceans. That's over 20 million kilograms of plastic waste. With a background in business and marketing, Saleem began his career over 25 years ago, working for Procter & Gamble in Europe. After more than a decade with Procter & Gamble, he joined Johnson & Johnson, where he eventually became Worldwide Director of Global Strategic Marketing. In 2012, he decided to launch a business of his own, as Co-Founder and CEO of Silver Health Systems, a valet dental care company. After four years of this entrepreneurial hiatus, he rejoined Johnson & Johnson to take on a series of senior leadership roles – including that of Global CMO – in the company's Diabetes Care division. In 2019, Saleem transitioned into the Cleantech space, when he took on the role of Chief Marketing Officer at Terramera, a Vancouver-based AgTech company focused on applying AI solutions to agricultural problems. Finally, in early 2020, he joined the team at Plastic Bank in his current position of CMO. In this interview, Saleem talks about why Plastic Bank set up its operations in the countries where it did, the importance of driving the value proposition through strategic brand management, and how the organization now creates value on multiple levels for different types of stakeholders – from local plastic collectors to multinational corporate partners.
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| TWM 109: Catering to Local Needs in the Global Hospitality Industry w/ Sonia Zamborsky | 06 Jun 2018 | 00:35:01 | |
Sonia Zamborsky is the Director of Product Field Support & Communications, Digital Globalization at Marriott International. Based at Marriott’s headquarters in Bethesda, Maryland, she also serves as the Communications Director for ONE Marriott, the company's LGBTQ and Straight-Ally Associate Network, which has nearly 2,500 members worldwide. With a B.A. in International Affairs from The George Washington University, Sonia gained some first-hand entrepreneurial experience in back in 1998, when she co-founded a successful web-applications development company called Corporate Zen, Inc. As the CEO of Corporate Zen, she successfully led a team of 12 people and built a global client base. In 2004, Sonia helped Corporate Zen transition to new ownership, and then went on to join Marriott International in the role of Senior Project Manager. In the years since then, she has served as Marriott's Director of eCommerce Product Development and as Communications Director, before taking on her current role in 2012. Sonia is an intrepid world traveler with a passion for cross-cultural understanding. In addition to her work, she also serves as a Global Village volunteer with Habitat for Humanity International, and as a Team Leader for Marriott International’s annual global community-service day.
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| TWM 108: Top Tips for SMEs Looking to Expand Into Foreign Markets w/ Corrie Germin | 30 May 2018 | 00:25:01 | |
Corrie Germin has been helping companies expand into new markets for over 13 years. In the course of his career, he has worked in South Africa, in Australia, and, of course, in his native Canada – continuously developing his core competencies in the field of Economic & Business Development, connecting global companies to global opportunities. Early on in his career, Corrie spent six years with the South African Department of Trade & Industry as a Trade & Investment Manager. Next, he relocated to Australia to work with the City of Brisbane, and eventually took on the role of Investment Director at the Australian Trade Commission based in Canada. Throughout, Corrie has been focused on the Resource & Energy sector, and promoted investment from Canada into Australia. Since 2015, he has been working to promote New South Wales Australia as an investment destination for mining, oil and gas companies from around the world. Now based in Toronto, Corrie has taken on the role of Executive Director for Strategic Trade, Investment, & Technology Advisory at his own consultancy, the Invest & Trade Business Advisory. Through this consultancy, he has collaborated with the World Trade Centre Toronto to launch its new Trade Accelerator Program (TAP), which is aimed at Canadian SMEs looking to expand into international markets.
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| TWM 107: How to Prepare Your Medium-Sized Business for International Expansion w/ Sophie Lechner | 24 May 2018 | 00:33:56 | |
Sophie Lechner is the Founder and CEO of Global Commerce Education, Inc., the operating company for the G2 Experience program. It’s an innovative program that accelerates the global expansion of companies by helping them successfully enter new markets. The program teaches multicultural competencies through action learning, deep immersion, and rich networking in global business hubs. Originally from France, Sophie began her career in law and finance, then shifted into marketing management in 1995, when she joined Pfizer Pharmaceuticals in New York. There, she led teams and projects across many countries, and managed professional education for several billion-dollar global brands. She eventually took on the role of Associate Director, Global Marketing at Bayer Pharmaceuticals, where she led multinational conferences and workshops for physicians and researchers. In the course of her career, Sophie has led many cross-functional international teams. With 25 years of experience, she is an expert in global trade, cross-border transactions, market-entry strategies. Sophie is also a certified cross-cultural trainer, and she speaks in the U.S. and abroad at workshops, conferences and webinars offered by Global Commerce Education Inc. or co-sponsored with private companies or national development agencies.
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| TWM 106: LATAM Ad Spending and Marketing Trends for 2018 and Beyond w/ Matteo Ceurvels | 17 May 2018 | 00:26:55 | |
Matteo Ceurvels is a Senior Researcher at eMarketer, a leading market research firm headquartered in New York City. With a background in Latin American studies and political science, he is specifically focused on the digital marketing landscape of Latin America and Spain. I've had the pleasure of featuring Matteo on a previous episode of this podcast (TWM#083), back in November 2017. We had an excellent conversation about the current state of digital usage and marketing in the LATAM region. Today, Matteo is back on the show to talk about eMarketer's most recent report on Latin-America: the "LATAM Ad Spending Summary 2018" report, which was released just last month.
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| TWM 105: Using Automated Intelligence in Global Content Marketing w/ Bruno Herrmann | 02 May 2018 | 00:43:16 | |
Bruno Herrmann is the former Director of Globalization at The Nielsen Company. I first introduced him to listeners of The Worldly Marketer Podcast on episode #TWM010: How Simplicity Spells Success in the Age of Digital Globalization. Bruno is a frequent speaker and moderator at industry events, and he is seasoned strategist, evangelist and leader in the areas of globalization, global content, and digitalization. His threefold manifesto to create value digitally and delight customers globally is:
With his a passion for taking up challenges at the crossroads of product, content and technology in the digital age and around the world, Bruno has become one of the industry's best-known thought leaders.
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| TWM 104: What You Need to Know about Global Digital Usage in 2018 w/ Simon Kemp | 25 Apr 2018 | 00:43:26 | |
It's a pleasure to welcome Simon Kemp back to The Worldly Marketer Podcast. He has been on the show twice before: on episodes TWM#022 (Why Marketing In Asia Is All About Cultural Intelligence) and TWM#048 (What You Need to Know About Global Digital Usage in 2017). Originally from Scotland, Simon has been living in Singapore for over a decade. He is the Head of Kepios, a global marketing consultancy that helps brands make sense of the future. He’s also the creator of the well known Global Digital Reports, which he publishes annually and updates quarterly in collaboration with Hootsuite and WeAreSocial. Simon’s much-anticipated reports are available for free via the Kepios website and on SlideShare. They provide marketers and business owners with a detailed and up-to-date snapshot of how people all around the world are using the Internet in general and social media in particular. They represent an invaluable resource for anyone planning an international marketing strategy. Catch Simon’s latest insights from the 2018 data. You can even follow along via the linked SlideShare presentations, below. And if you have any questions for Simon, feel free to send them along via the Verbaccino Contact page! I’ll be happy to have Simon back on the show to answer your questions on a future episode.
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| TWM 103: Shining a Spotlight on Innovation in Global Content Localization w/ Dave Ruane | 18 Apr 2018 | 00:40:26 | |
Dave Ruane is part of the Enterprise Business team at Xplanation, a global language services company headquartered in Belgium. He works with international companies in the industrial and manufacturing sectors to design and implement solutions that help them meet their global market strategies. With a background in electronic engineering, Dave started his career at the height of the software localization revolution that was happening in the mid-1990s in Dublin, Ireland, his hometown. After a three-year stint with the engineering team at Microsoft there, he went on to join Lionbridge, one of the world’s top localization companies, where he applied his knowledge in a series of leadership positions. Since then, he has worked for various localization organizations in technology management, solutions, operational management, and sales roles. These days, Dave is on a mission to inspire people in the localization industry to share their ideas, expertise and innovations, so that the collective knowledge can increase. He is a regular speaker and moderator of industry panels, and he is also a co-founder of the Process Innovation Challenge, a platform for sharing innovation in the localization industry.
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| TWM 102: How SMEs Are Going Global Faster Than Ever Before w/ Laurel Delaney | 11 Apr 2018 | 00:37:26 | |
Laurel Delaney is the President of GlobeTrade.com, a management consulting company that helps entrepreneurs and small businesses go global. Based in Chicago, she has over three decades of experience in the area of trade, export and global small business. Laurel has authored numerous articles for international and scholarly publications, as well as several books, including her most recent one entitled Exporting Essentials: Selling Products and Services to the World Successfully. Besides running her consultancy, Laurel divides her time between – among other things – serving as a board member for the World Entrepreneurship Forum, being an active member of the International Council for Small Business, and as the Chicago Chapter Chair for the Women Presidents’ Organization. She is also the creator of the Global Small Business Blog – which is ranked No. 1 in the world for entrepreneurs and small businesses interested in going global – and the Global Small Business Forum. In 2008, Laurel launched Women Entrepreneurs GROW Global (WEGG). It’s a non-profit organization whose mission is to educate, inspire and nurture women business owners and entrepreneurs worldwide on how to go global so they can run healthier businesses and create a new future for themselves, their families and their community. And I’m very honoured to be the speaker for an upcoming WEGGinar, which is one of the free monthly webinars that Laurel organizes for the online WEGG community.
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| TWM 101: Deep Dive Into Multilingual Web Design and International SEO w/ Florian Auckenthaler | 04 Apr 2018 | 00:56:21 | |
Florian Auckenthaler is the owner of DesigningIT, an international digital agency that specializes in multilingual website development. Through custom web design, localization, international SEO, creative campaign strategy, analytics, and other digital services, DesigningIT helps businesses win new customers both at home and abroad. Originally from Austria, Florian first moved to the United States as a student. Almost two decades later, he’s now happily settled in Charleston, South Carolina, where he founded DesigningIT in 2003. With his background in international business and web development, Florian is passionate about helping global companies figure out how international digital marketing fits into their overall business model.
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| TWM 100: Using the Power of Collaboration to Go Global w/ Tanya Sapty | 28 Mar 2018 | 00:28:43 | |
Tanya Sapty is the Founder of Circa Translations Inc., a newly-launched language services company based in right here, in Toronto, Canada. With over a decade of experience in the language industry, Tanya started off her career as a French-to-English translator, eventually taking on senior management positions at a series of Toronto-based companies. Besides her expertise in the language industry, Tanya has also worked in the field of sales and marketing, first at the Toronto offices of Procter & Gamble, then at TBWA, and finally at Evolusent. With Circa Translations, Tanya is fulfilling her vocation of running her own boutique agency, focused on high-quality human translation and a special attention to cultural relevance. She is as passionate about the translation and localization process as I am. That’s why I'm very excited to announce that Tanya’s brand new agency, Circa Translations, and my international marketing consultancy, Verbaccino, are now affiliate partners.
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| TWM 225: What You Need to Know About Global Brand Management Today w/ Laurence Minsky | 27 Nov 2021 | 00:51:00 | |
Laurence (Larry) Minsky is an advertising & marketing consultant with clients throughout the globe. He is also a full-time Associate Professor in the Communication Department at Columbia College Chicago. With a background in psychology, Larry started his career as an advertising copywriter over 35 years ago. He went on the become a creative director and marketing strategist, and eventually launched his own consultancy in 2003. Over the course of his career, Larry has worked with for many of the world's top brands. He is known for developing effective cross-channel solutions that boost marketing ROI for his clients, and his work has been recognized with more than 125 industry awards. His client experience ranges from the Fortune 500, to startups and non-profits. Some of the global brands he has worked with include Amazon, GE, Kraft, McDonald’s, and Unilever – to name just a few. Last but not least, Larry is a successful author. His articles have been published by the Harvard Business Review, the European Business Review, and MarketingProfs, among others. He is also the author and co-author of several books on marketing & advertising, most recently Global Brand Management: A guide to developing, building and managing an international brand, which he co-authored with global branding expert Ilan Geva.
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The Worldly Marketer Podcast is a Verbaccino production.
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| TWM 099: The Four Key Steps of Successful Global Marketing w/ Alicia Camacho | 21 Mar 2018 | 00:31:11 | |
Alicia Camacho is the Marketing Manager for Europe at Donnelly Language Solutions. Based in Madrid, Spain, she has over a decade of experience in the professional services industries, and she has worked in a range of different markets. With a background in business, sales and marketing, she specializes in strategic planning, inbound marketing and go-to-market strategies. In addition to her role as at Donnelley Language Solutions, Alicia is a teacher at the digital marketing school EDIT. Prior to that, she spent three years at JLL, where she successfully managed complex global marketing projects across different geographies, time zones, and business lines. Alicia’s endless curiosity and passion for travelling drove her to develop her career in different countries, including Spain, Singapore and the UK. With her positive attitude toward change and ability to build relationships with people from different cultures, Alicia embodies the qualities of today’s successful global-minded marketer.
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| TWM 098: How Even Small Businesses Can Grow Internationally w/ Nina Gibbs | 14 Mar 2018 | 00:36:56 | |
Nina Gibbs is the Managing Director of Savi Global, a consultancy that helps early-phase and established businesses expand into new markets. Launched in 2012, Savi Global combines Nina's passion for international affairs and foreign languages with her many years of experience in business development, marketing strategy, and supply-chain planning. With a Master’s degree in International Affairs from UC San Diego, Nina has worked for clients in the technology, food & agriculture, and defense sectors, and she has a worldwide network of international business resources. Now based in Redding, California, Nina is focused on providing business planning, marketing strategy and translation services to international startups doing business in the U.S. and to American organizations looking to work globally.
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| TWM 097: Making Sure Your Digital Products Are Global-Ready w/ Yuka Ghesquière Nakasone | 08 Mar 2018 | 00:41:41 | |
Yuka Ghesquière Nakasone is the head of Global Bridge, L.S., a globalization and localization consultancy based in Barcelona. Through her services, she provides medium-sized tech companies with the know-how and best practices they need to take their digital products to international markets. She helps her clients plan their globalization and localization strategy, and then implement it. Originally from Japan, and educated in Spain, Yuka began her career in the language industry in 1996, when she took on the role of localization specialist at Lionbridge, one of the world’s top translation companies. In 2001, she founded her own consultancy, Global Bridge. In 2015, she took on the role of Globalization and Localization Director for her main client, Beabloo, a tech company that provides omni-channel digital marketing and analytic solutions for retailers in more than twenty countries in the world. I first met Yuka in June 2017 at LocWorld 34 in Barcelona, and then again at the Brand2Global 2017 conference in Silicon Valley. We’ve kept in touch ever since, and I’m honoured to say we’ve become good friends.
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