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As a strategist and interculturalist by training and trade, I know that every brand's international challenge is unique, just like every market and culture.

 

There are no off-the-shelf solutions that work in any international business context. 

 

That's why, to support my clients, I work across a spectrum of functions and disciplines as a strategist, analyst, linguist, and project manager.

Below are some examples of the types of questions I have helped my clients answer.

BUSINESS & MARKETING STRATEGY

business & marketing strategy

GO-TO-MARKET & LOCALISATION STRATEGY

ClassPass

How can we launch our digital platform in 20 non-English speaking countries within the next 12 months?

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What should we change in our communications and positioning in the German market to attract more and higher paying customers?

LOCAL
MARKET INSIGHTS

CULTURAL

RELEVANCE ASSESSMENT

Kellogg's

What cultural norms and consumer habits do we need to be aware of to successfully market our new cereals brand in the Middle East?

Sony

Will the name of our new technology communicate its functionality to our target customers around the world no matter what language they speak?

MARKET ENTRY STRATEGY & OPPORTUNITY ASSESSMENT

ClassPass

Should we enter the Russian market within a year or two?

SoftBank

Should we enter the consumer market in Europe? If yes, when, where, and how? If no, why and what should we change?

brand strategy & branding

BRAND STRATEGY & BRANDING

COMPETITIVE
BRAND AUDIT

Samsung vs Apple

What should we change in our brand communications so that our target customers in Europe perceive us as a premium brand?

Biluxury

What should we change so that our target customers in our domestic market (Vietnam) perceive us as a premium brand offering international quality products?

BRAND VOICE
DEVELOPMENT
& ADAPTATION

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How can we come across as a locally relevant brand without compromising our global identity? 

SEA Life

How can we communicate scientific concepts in 13 languages in a way that educates and entertains and is easy for a 7-year-old to understand? 

NAME ORIGINATION & ADAPTATION

Jumeirah Al Naseem

What Arabic name should we give our new hotel so that non-Arabic speakers can easily remember it and feel welcome when they hear it?

Carlsberg Group

How can we translate our new product name into German and Russian so that, when the logo is incorporated into packaging, two of the name's letters can become handles? 

LOCALISATION & TRANSCREATION

localisation & transcreation

CONCEPT & CAMPAIGN LOCALISATION

Seth & Riley's Garage

How can we introduce a new product category to the Russian market and communicate our lighthearted brand?

Tuborg Boiler Maker

How can we introduce a new product category to the Russian market and attract male customers aged 20–30?

TRANSCREATION MANAGEMENT

LANGUAGE TALENT SOURCING

Samsung

How can we communicate our global CSR initiative in a locally relevant way across 52 countries? 

COS

How can we retain our brand voice crafted to reflect our products’ aesthetics when translating our communications into 25 European and Asian languages?

MULTILINGUAL CONTENT OPERATIONS

multilingual content operations

LOCALISATION PROGRAMME MANAGEMENT

LOCALISATION PROCESS (RE)DESIGN

ClassPass

How can we localise and launch our multi-sided digital platform in two new countries every month with a localisation team of one?

Nikon

How can we consistently transcreate 20+ advertising campaigns per year into 30+ languages?

LANGUAGE TEAM BUILDING & TRAINING

COS

How can we adapt weekly newsletters into 15 languages without the need to validate content with native speakers?

WeWork

How can we produce transcreation-quality marketing content across 12 languages without changing our translation management process?

Haven't found what you were looking for?

 

Here are a few other questions I can help you find the answers to.  

My expertise lies in: 

  • identifying and assessing business risks and opportunities stemming from linguistic and cultural differences

  • developing strategies, processes, and methodologies

  • sourcing in-market talent with specific expertise

  • managing projects and people across cultures and geographies

  • building and guiding global virtual localisation teams

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