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.
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Below are some examples of the types of questions I have helped my clients answer.
BUSINESS & MARKETING STRATEGY
GO-TO-MARKET & LOCALISATION STRATEGY
How can we launch our digital platform in 20 non-English speaking countries within the next 12 months?
What should we change in our communications and positioning in the German market to attract more and higher paying customers?
LOCAL
MARKET INSIGHTS
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CULTURAL
RELEVANCE ASSESSMENT
What cultural norms and consumer habits do we need to be aware of to successfully market our new cereals brand in the Middle East?
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
Should we enter the Russian market within a year or two?
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
COMPETITIVE
BRAND AUDIT
What should we change in our brand communications so that our target customers in Europe perceive us as a premium brand?
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
How can we come across as a locally relevant brand without compromising our global identity?
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
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?
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
CONCEPT & CAMPAIGN LOCALISATION
How can we introduce a new product category to the Russian market and communicate our lighthearted brand?
How can we introduce a new product category to the Russian market and attract male customers aged 20–30?
TRANSCREATION MANAGEMENT
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LANGUAGE TALENT SOURCING
How can we communicate our global CSR initiative in a locally relevant way across 52 countries?
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
LOCALISATION PROGRAMME MANAGEMENT
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LOCALISATION PROCESS (RE)DESIGN
How can we localise and launch our multi-sided digital platform in two new countries every month with a localisation team of one?
How can we consistently transcreate 20+ advertising campaigns per year into 30+ languages?
LANGUAGE TEAM BUILDING & TRAINING
How can we adapt weekly newsletters into 15 languages without the need to validate content with native speakers?
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:
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identifying and assessing business risks and opportunities stemming from linguistic and cultural differences
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developing strategies, processes, and methodologies
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sourcing in-market talent with specific expertise
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managing projects and people across cultures and geographies
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building and guiding global virtual localisation teams