Shows
The Worldly Marketer PodcastKathrin Bussmann on The International Business PodcastThis episode is a special cross-post. As the producer & host of The Worldly Marketer Podcast, Kathrin Bussmann is usually the one asking the questions. But in early 2022, she was invited to be a guest on The International Business Podcast, and found herself on other side of the interview process. In conversation with Audrey Wagner, one of the podcast’s co-hosts, Kathrin talks about her definition of ‘branding’, the importance of having a global brand strategy in today's digital economy, how localization contributes to global business success, and why she chose to focus her consulting practice on the Cleant...
2022-05-1032 min
The International Business Podcast#85: Taking Cleantech companies global With Kathrin BussmannOn this episode co-host Audrey interviews Kathrin Bussmann. She is the Head of Verbaccino Inc., an independent marketing consultancy that helps Cleantech companies go global. Working at the intersection of global business, international marketing, and localization, Kathrin's focus is on developing digital content strategies that drive international expansion, and on facilitating their implementation by qualified practitioners. As German-Canadian dual citizen born in the province of Québe...
2022-02-2729 min
VistaTalksVistaTalks Ep 53 - Kathrin BussmannKathrin Bussmann is an international marketing strategist, who helps digital-first companies build successful global brands. She loves to operate at the intersection of global business, content marketing, and localization.
Through her strategic consultancy, Verbaccino Inc., Kathrin advises global-minded B2B brands on how to attract, engage and retain more international customers. In her role as Head of Content Localization at Bubbl, a digital marketing agency, she works with growth-oriented brands who are ready to expand into international markets. And as the producer & host The Worldly Marketer Podcast, she interviews industry experts on what it takes to go...
2021-02-0559 min
The Worldly Marketer PodcastHow the Right Content Strategy Can Build Your Brand on a Global Scale w/ Kathrin BussmannFor 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...
2020-10-2742 min
The Global InterviewThe Global Interview - S1 E5 - Kathrin Bussmann Founder & Principal, VerbaccinoKathrin Bussmann, Ph.D. is the Founder & Principal at Verbaccino, an international marketing consultancy that helps businesses leverage today’s global, social, multilingual marketplace. She’s also the award-winning Producer & Host of The Worldly Marketer Podcast, a weekly audio show that explores how even small brands can go global. Her mission is to help startups and SMEs build a more global brand presence and succeed beyond their current borders.
“Know your strengths, look for the thought-leaders in your industry, and always, always keep learning.”
Kathrin Bussmann
2020-10-0308 min
The Worldly Marketer PodcastHow to Super-Charge Your International Content Through ISEO w/ Neil ShethNeil Sheth is the Founder & CEO at Bubbl, a digital marketing and SEO agency that helps companies build their brands and domain authority on a global scale. With offices in London and Colorado, Neil and his diverse team of experts work with clients from a vast range of industries, cultures and languages to create buzz around their brands. Their focus is on evocative, enticing storytelling, combined with digital PR and International Search Engine Optimization (ISEO). With a degree in Economics from the University of London, Neil began his career in investment banking, working as a project manager...
2020-09-221h 10
The Worldly Marketer PodcastHow Today’s SMEs Can Grow and Scale Their Business Internationally w/ Suraya YahayaSuraya Yahaya is the Founder & CEO at Khazana, Inc., a management consulting firm that helps companies grow, scale internationally, and simplify their operations. Originally from Malaysia, she has lived and worked internationally, and has been based in Denver, Colorado, since 2006. She brings over 20 years of expertise in strategic alignment and process simplification to help clients successfully go from vision to execution. With a background in law, international business, marketing and business administration, Suraya launched her consultancy in 2019 to help companies identify areas of risk and remove roadblocks for growth. As the Head of Khazana, she now partners with Fo...
2020-09-1437 min
The Worldly Marketer PodcastWhy International Protocols Matter Even in Virtual Business Meetings w/ Marie Betts-JohnsonMarie Betts-Johnson is the Founder & President of the International Protocol Institute of California (IPIC), which was established in 1989 and is headquartered in San Diego. Since its inception, the IPIC has developed and delivered hundreds of customized training programs for multinational corporations and entities, including the United Nations, NATO, IBM, Gucci Timepieces, Johnson & Johnson, Deloitte & Touche, and many more. It now has offices in Dubai and partners with the Levenbert Academy to deliver international protocol and cross-cultural programs for corporate and government officials, diplomats, and business professionals in the Gulf region and North Africa. Originally from Ireland, Marie’s in...
2020-09-0648 min
The Worldly Marketer PodcastHow CPG Companies Can Build Great Global Brands in Today’s Economy w/ James BanvilleJames Banville has over 25 years of experience in international business development, marketing and sales with small and large Consumer Packaged Goods (CPG) companies in the U.S. and international markets. Based in Orange County, California, he is currently leading international operations atThe Honest Company, a consumer goods company founded by American actress and businesswoman, Jessica Alba, in 2012. James speaks three different languages, and holds degree in Spanish Literature as well as an MBA from theThunderbird School of Global Management. Over the course of his career, he has held a number of senior leadership positions at some of the world’s bes...
2020-08-3042 min
The Worldly Marketer PodcastWhy Sustainability Targets Need to Be Part of Your Global Growth Strategy w/ John PabonJohn Pabon is the Founder of Fulcrum Strategic Advisors, Asia’s only risk management firm that addresses the most critical areas of change, namely: shifts in geopolitics; the need for sustainability; and the strategic communications underpinning reputation. Fulcrum's mission is to help its clients capitalize on these seismic shifts through strategic communications and marketing, global policy development, personal branding, and better stakeholder engagement. Originally from the U.S., John holds advanced degrees in Political Science and International Relations. He has worked with the United Nations, McKinsey, A.C. Nielsen, and as a consultant with BSR, the world’s la...
2020-08-221h 04
The Worldly Marketer PodcastHow Innovative Local Startups Are Scaling Up to Serve Global Markets w/ Ajay JhaDr. Ajay K. Jha is the Founder of InnoP – Innovative Preneurship, a boutique global innovation, incubation & mentor-driven co-working space located in Fort Collins, Colorado. InnoP incubates and accelerates start-ups in the Agri-Tech, Nutrition, Biotech, Healthcare, Energy, and Big Data sectors, and promotes global trade and investment. Originally from India, Ajay has over 20 years of global business experience. He obtained his Ph.D. in biotechnology from Delhi University, and began his career as an Advisor for Agri-Tech ventures, building international partnerships between Indian companies and organizations abroad. In 2001, Ajay relocated to the U.S. to pursue a pos...
2020-08-161h 02
The Worldly Marketer PodcastHow Global Brands Can Position Themselves Through Clarity of Purpose w/ Markus KramerMarkus Kramer is a Managing Partner at Brand Affairs AG, an independent PR & Communications agency headquartered in Zurich. He is a brand strategy expert, with a deep knowledge of global marketing, and media & reputation management across multiple sectors, including luxury, automotive, financial services, and government institutions. A native of Switzerland, Markus began his marketing career two decades ago, on the client side of the industry, at the Swiss offices of Honda. In 2003, he joined the Harley-Davidson Motor Company, where he led marketing efforts for over six years, first for the Swiss market and eventually as the Marketing Ope...
2020-08-0259 min
The Worldly Marketer PodcastHow to Survive and Thrive in the Face of Accelerated Globalization w/ Kyle HegartyKyle Hegarty has been called “the Indiana Jones of International Business”. He was first featured on episode #158 of this podcast. Based in Singapore, he is the Managing Director at TSL Marketing, a global B2B marketing agency headquartered in the U.S. Over the course of his career, Kyle has deciphered the culture code of doing business in the Asia-Pacific region, which includes some of the world's fastest-growing markets. His new book, The Accidental Business Nomad: A Survival Guide for Working Across a Shrinking Planet, details his triumphs and his failures as a global business growth specialist. The resu...
2020-07-2651 min
The Worldly Marketer PodcastHow a Silicon Valley Accelerator Went Global to Help Startups Do the Same w/ Steven HoffmanSteven Hoffman is the Chairman & CEO of Founders Space, one of the world’s leading incubators and accelerators, with over 50 partners in 22 countries. Founders Space has helped hundreds of start-ups scale their businesses, raise capital, and go global. Before launching Founders Space in 2010, Steven was the Founder & Chairman of the Silicon Valley Chapter of the Producers Guild of America. He has served on the Board of Governors of the New Media Council, and he is a founding member of the Academy of Television’s Interactive Media Group. He was previously based in Hollywood, where he worked as a TV dev...
2020-07-1950 min
The Worldly Marketer PodcastHow to Do Business in South Korea in the COVID-19 Era and Beyond w/ Don SouthertonDon Southerton was first featured on episode #057 of this podcast. As the Founder & CEO at Bridging Culture Worldwide, he helps Korea-facing business by assisting companies in their market entry strategy into South Korea, by helping Korean brands expand into North America and internationally. With nearly four decades of experience, Don is recognized as the definitive authority on South Korean business consulting and Korean corporate culture. In fact, he is known in business circles as “The Hyundai Whisperer”. His clients have included Fortune 500 companies, top Korean groups, leading international law firms, and elite consultancies. He has worked with a variety of...
2020-07-1245 min
The Worldly Marketer PodcastHow to Make Your Turkish Market Entry Glide More Smoothly w/ Burcu DemirörsBurcu Demirörs is the Co-Founder & CEO at HeliCo Translation, a language services company based in Turkey. She is a highly qualified translator and simultaneous interpreter, who specializes in English-to-Turkish and German-to-Turkish. She has been actively working in the language industry for more than decade now. After obtaining advanced degrees in Translation and Simultaneous Interpretation from universities in Izmir and Ankara, Burcu spent several years working for a variety of different clients and agencies. In 2015, she and her partner founded their own agency, with offices located in the city of Antalya, on the Mediterranean coast. HeliCo Translation’s mo...
2020-07-0539 min
The Worldly Marketer PodcastWhat You Need to Know About Doing Business in the Gulf Region w/ Judith HornokJudith Hornok is the Founder of Hornok & Partner, an internationally recognized innovation company for business success based in Vienna, Austria. She is also the author of a new book called The Arab Business Code, which deals with the cross-cultural challenges that Western companies may face when doing business in the Arab states of the Gulf region (i.e. Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates). As a trained journalist, Judith spent over 15 years researching the social and emotional mindset of Arab people in the Gulf region, and advising European businesses on how to...
2020-06-2840 min
The Worldly Marketer PodcastHow to Localize Your Value Proposition for the Mexican Market w/ Dana DoswellDana Doswell is the Founder of Dozzy Inc., an independent consultancy that helps Latin-American businesses enter the North American market and vice versa. Originally from Canada, she is now based in Mexico and provides cultural training to business executives, with a focus on sales, marketing and networking in English and Spanish. After completing her Bachelor of Commerce degree in Nova Scotia, one of Canada’s Atlantic provinces, Dana came back to Toronto in 2017. Following a brief stint at KPMG and a year working at an IT company, she co-founded a strategic marketing firm called Sidepart Digital. Headquartered in Toron...
2020-06-2150 min
The Worldly Marketer PodcastBuilding Cross-Cultural Bridges Between China and the World w/ Yingying LiYingying Li is a cross-cultural communication and leadership coach, who has over 10 years of experience in operations and business development in the U.S., China, Brazil, India, and Turkey. She is the Founder of Yingfluence, Inc., a Silicon Valley based start-up that empowers professionals to connect and lead their brands cross-culturally. Her clients include high-level executives from companies such as Facebook, LinkedIn, Cisco and Intel. With its mission of fostering empathy and opportunities, Yingfluence’s services range from futuristic executive coaching, to creative branding, to advanced communication and global partnerships among multi-cultural communities, such as China, Latin Am...
2020-06-141h 08
The Worldly Marketer PodcastHow "Glocalization" Balances Global and Local Marketing Strategies w/ Svend HollensenProf. Svend Hollensen is the author of Global Marketing, a textbook he first published in 1998. Now in its eighth edition, the book continues to be the most up-to-date and comprehensive text of its kind, with cutting-edge case studies and a focus on the impact of new technologies and perspectives on international marketing. For nearly twenty years now, this title has been a definitive, truly international guide on the topic of global marketing. Since its original publication, it has been translated into Russian, Chinese, Spanish, and a localized Indian edition. A native of Denmark, Svend holds a Masters’ degree i...
2020-06-0746 min
The Worldly Marketer PodcastHow Western Brands Should Adapt Their Marketing for Chinese Culture w/ Laurence Lim DallyLaurence Lim Dally is the Founder & Managing Director at Cherry Blossoms Intercultural Branding, a boutique marketing agency based in Hong Kong and New York City. She is an expert on diversity and the decoding of cultural differences. With her Cherry Blossoms team, she helps Western brands in the beauty, hospitality, jewelry, fashion, and wine & spirits sectors to better resonate with Asian consumers. Originally from France, Laurence started her career working for the French government on diversity and equal opportunities issues, before moving to Hong Kong in 2008. There, she founded her marketing agency, Cherry Blossoms, with the goal of b...
2020-05-3146 min
The Worldly Marketer PodcastWhat You Need to Know About Web Globalization Best Practices in 2020 w/ John YunkerJohn Yunker is a recognized expert in the field of web and software globalization. I first featured him on episode #059 of this podcast. He is the Co-Founder & President of Byte Level Research, which was the first agency devoted to web globalization best practices. Over the past two decades, he has helped hundreds of companies improve their global content, websites and software through specialized reports, consulting, speaking and training sessions. Based in Ashland, Oregon, John works with many of the world’s largest multinational corporations, providing web-globalization training and benchmark services. He is perhaps best known for his series...
2020-05-2343 min
The Worldly Marketer PodcastHow Cultural Differences Can Affect International Business Negotiations w/ Dean FosterDean Foster is a cross-cultural business expert, intercultural training consultant, author, speaker, and the Founder & Principal at Dean Foster Global Cultures, a training and coaching company focused on cultural competencies and agilities. Based in New York City, Dean has played a central role in the development of the field of cross-cultural training and consulting. He has worked with most major Fortune 500 companies, national governments and NGOs. His work has taken him to more than 100 countries around the world, and to every continent – including Antarctica. He believes that living in the 21st century means experiencing cultural complexity every day, a...
2020-05-1633 min
The Worldly Marketer PodcastUnderstanding the Role of Etiquette and Protocol in International Business w/ Gloria PetersenGloria Petersen is the Founder and President at Global Protocol Academy, LLC, a company that provides training to professionals who are navigating today’s global business world. Her dynamic presentations have inspired audiences for over 30 years to handle professional and social situations with class and finesse. She is the author of The Art of Professional Connections, a four-guidebook series with companion Subject Matter Expert training modules. Her clients range from Fortune 100 companies to emerging entrepreneurs. A graduate of the Protocol School of Washington, among many other credentials, Gloria has hosted the FOX television series, “Image of Success”, served a...
2020-05-0944 min
The Worldly Marketer PodcastHow the COVID-19 Pandemic Is Changing Digital Habits Around the World w/ Simon KempSimon Kemp is the Founder & CEO at Kepios, a digital marketing consultancy that helps brands make sense of the future. He’s 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 social-media usage and e-commerce. Originally from Scotland, Simon been based in Singapore since 2007, and he has become a perennial guest on this podcast. I’ve featured him on s...
2020-05-0233 min
The Worldly Marketer PodcastWhy Brands Should Look to China to Understand the Future of Marketing w/ Ashley DudarenokAshley Dudarenok is a China marketing expert based in Hong Kong. She is the founder of Alarice, a China-focused social media agency, and ChoZan, a China insights and training company. Originally from Vladivostok, Ashley attended school in England, New Zealand and Russia, before moving to China in 2006. After only one year of studying the Mandarin language at Chongqing University, she went on to pursue a business degree there. In 2010, she relocated to Hong Kong, embarked on a career in marketing, and became a serial entrepreneur. Today, Ashley runs three successful companies, and has travelled the world as a...
2020-04-2448 min
The Worldly Marketer PodcastWhat You Need to Know About Doing Business in Kenya w/ Frida OwingaFrida Owinga is an entrepreneur, business coach and mentor based in Nairobi, Kenya. She is the Founder of PassionProfit, a company that helps emerging entrepreneurs build profitable businesses through professional coaching and mentorship. Her goal is to help her clients generate revenues of $1 million or more, and thereby contribute to the United Nations’ Sustainable Development Goals of reducing poverty, creating decent work and economic growth, and promoting gender equality. Frida has 25 years of business experience in a variety of sectors, such as banking, retail, hospitality, beauty, international trade, and not-for-profit organizations. She has worked across different geographies, incl...
2020-04-1536 min
The Worldly Marketer PodcastBest Practices for Serving the Italian Market and Beyond w/ Susanna FioriniSusanna Fiorini is a translation, localization and global communications expert, who has a special knowledge of the Italian market. As an independent consultant, she works with a wide variety of organizations and industries, helping them to develop their international brand image through tailored localization and global communication strategies. Born and raised in Rome, Susanna relocated to Paris in 2008 to pursue her studies in French language and literature, and she has been based there ever since. In 2011, while completing a Masters’ degree in translation at the Université Sorbonne Nouvelle, she launched her own consultancy, offering a range of lang...
2020-04-0731 min
The Worldly Marketer PodcastHow Global Upside Helps Companies Succeed in International Business w/ Shane JacobsShane Jacobs is a Business Advisor at Global Upside, a U.S.-based firm that helps companies set up and grow their international operations in an efficient, compliant way. Founded in 1999 in Silicon Valley, Global Upside now empowers clients in over 150 countries – from established multinationals to high-growth companies – by providing world-class HR, Payroll, Accounting, Tax, Talent Acquisition and other services. Its proprietary HR technology is the only cloud-based time and benefits management software that is compliance-ready for more than 40 countries right out of the box. With a degree in International Business and an MBA from the Thunderbird Scho...
2020-03-3136 min
The Worldly Marketer PodcastThree Things to Think About Before Expanding Into Foreign Markets w/ Cynthia DearinCynthia Dearin is the Head of Dearin & Associates, an international business consulting firm that helps clients to access opportunities in fast-growing foreign markets. Based in Sydney, Australia, the firm works with micro-to-medium sized companies to speed up and de-risk their international expansion process and help them get their products and services to the world. Cynthia is also the Founder of the International Business Accelerator, a 12-month program that she launched in 2017. With a background in International Studies, Law, Middle East Politics, and Arabic, Cynthia has over a decade of experience as an international business strategist. She speaks...
2020-03-0759 min
The Worldly Marketer PodcastHow Western Brands Can Best Engage With Today’s Chinese Consumers w/ Lauren HallananLauren Hallanan is the Head of Marketing at Chatly, a New York based company that helps global brands connect with consumers via WeChat, China’s most important social media app. Having spent more than eight years living, studying and working in China, she is fluent in Mandarin and she has become a recognized expert on Chinese social media marketing, influencer marketing, live streaming, and social commerce. Born and raised in the U.S, Lauren first travelled to China in 2009 to study the Mandarin language. She eventually had the opportunity to work in the Chinese entertainment, PR, live-streaming, and i...
2020-02-2940 min
The Worldly Marketer PodcastWhy Brands Entering China Need to Check Their Assumptions at the Door w/ Arnold MaArnold Ma is the Founder and CEO at Qumin, an award-winning Chinese digital creative agency based in London and Shanghai. Launched in 2012, Qumin helps its clients build their global brands in China and beyond by delivering creative marketing campaigns based on Chinese audience behaviours. As China and Asia move faster into the digital future than their Western counterparts, my guest believes that the East is becoming the place for those who want to make their mark, and for brands who want to lead where others will follow. With a background in engineering and network security, Arnold has b...
2020-02-2141 min
The Worldly Marketer PodcastHow Being a Global-Native Company Is Paying Off for ActiveCampaign w/ Chris EnglundChris Englund is the Vice President of International Operations at ActiveCampaign, a software company headquartered in Chicago, Illinois. Founded in 2003, ActiveCampaign helps businesses to connect and engage with their customers through email marketing, marketing automation, and CRM tools. Born and raised in the U.S., Chris speaks five different languages, and holds a degree in Latin American Studies and an MBA in Marketing. He began his international career in 2006, and has spent time living and working in Korea as well as in France. Before joining ActiveCampaign, he spent nine years working at HubSpot, most recently as the...
2020-02-0832 min
The Worldly Marketer PodcastHow Startups from MaRS Are Going Global w/ Basil EnnabBasil Ennab is the Manager of Market Intelligence at MaRS Discovery District, which is located in Toronto, Canada. Touted as North America's largest urban innovation hub, MaRS supports over 1,200 startups in the Health, Cleantech, Fintech, and Enterprise sectors. From advisory services to connections to talent, capital, customers and more, MaRS offers a range of high-value services that help high-growth companies succeed. It also provides access to a curated ecosystem of entrepreneurs, and investors, as well as partners in the corporate, academic and government sectors. Today, MaRS is reshaping other cities around the world, and has been at the forefront of...
2020-02-0131 min
The Worldly Marketer PodcastWhy Successful Global Campaigns Depend on Local Market Intelligence w/ Melanie ChevalierMelanie Chevalier is the Founder & CEO at Creative Culture, a cross-cultural marketing & advertising consultancy based in London, U.K. With more than 15 years of industry experience in cross-cultural communications, she helps international brands and agencies successfully roll out their creative concepts and campaigns across borders. Originally from France, Melanie has a background in foreign languages, marketing, advertising and economics. She started out her career as an Account Director at Textappeal, another London-based cross-cultural agency. In 2008, she launched her own consultancy, Creative Culture, which provides local market insights, cultural consulting, copy adaptation, copywriting, and brand positioning, among many...
2020-01-2532 min
The Worldly Marketer PodcastHow Google Helps Brands Reach South and Southeast-Asian Consumers w/ Lars AnthonisenLars Anthonisen is the Head of Ads Marketing for Large Customers in Southeast & South Asia at Google. With nearly two decades of international experience in the Internet and media industry, his passion lies at the intersection of technology and marketing. He has worked with clients across the globe – from Europe all the way to the emerging markets of Asia – and from early-stage startups to large organizations. In the course of his career, he has gained an in-depth understanding of marketing, sales and business development across a wide range of cultures and industries. Originally from Denmark, Lars speaks five...
2020-01-1941 min
The Worldly Marketer PodcastWhat You Need to Understand About the Chinese Culture and Mentality w/ Todd CornellTodd Cornell is the Founder and Managing Director at Cultur668, a consulting firm that facilitates cross-cultural interactions between the U.S. and Chinese-speaking countries. He has over 30 years of experience with Chinese language, culture, and business savvy from an American standpoint. Born and raised in the U.S., Todd spent two decades living, studying and working in East Asia. He became fluent in Mandarin Chinese, and developed a profound understanding of the differences between American and Chinese culture and mindset. Now based in Colorado, Todd helps American clients navigate business activities and communications with their...
2020-01-1151 min
The Worldly Marketer PodcastWhy Your South Korean Market Entry Requires a Customized Approach w/ Mi Jeong HibbittsMi Jeong Hibbitts is an international business and marketing expert, who has a special knowledge of the South Korean market. She is the President of Robert & William, LLC, an international trade and marketing consulting firm that provides strategic guidance and practical know-how for companies in the U.S. and Asia doing cross-border business. She is also the current Executive Director for the Baltimore/Washington chapter of The Global Chamber, an organization that helps members in 525 metro areas worldwide to bridge new global business opportunities. Previously, Mi Jeong served as the Director of International Sales and Marketing at PT...
2019-12-2344 min
The Worldly Marketer PodcastHow an Experienced Consultant Can Help You Succeed in Foreign Markets w/ Prof. Roberto AncisProf. Roberto Ancis is an international business consultant with over 40 years of experience. He is the Head of Coaching Professors, Inc., and its recent virtual offshoot, Consulting Professors Online. LLC. Over the course of his career, he has worked with hundreds of clients in dozens of different industries, advising them on creative business development, marketing, sales, and funding strategies for international expansion. Originally from Italy, Prof. Ancis first arrived in the U.S. in 1966 to pursue a degree in Physics at Boston University. He then went on to have a successful career as a Research Scientist for...
2019-12-1443 min
The Worldly Marketer PodcastHow Mozilla Leverages Its Online Communities to Serve Global Users w/ Jeff BeattyJeff Beatty is the Head of Localization at Mozilla, an open-source software company headquartered in Silicon Valley. Since its founding in 1998, Mozilla's mission has been to keep the internet open and accessible to all. To that end, Mozilla has harnessed the power of online communities to develop, spread and support its free software to users around the world. Some of its best-known products include the Firefox web browser, the Thunderbird e-mail client, and the Firefox OS mobile operating system, among many others. Jeff is a world-class expert in community-driven translation and localization models. He also specializes in localiza...
2019-12-0636 min
The Worldly Marketer PodcastHow Philips Has Managed to Thrive as a Global Brand for Over a Century w/ Dulce Carrillo-WoltmanDulce Carrillo-Woltman is the Localization Lead for Mobile Apps in Oral Healthcare at Philips, one of the world’s largest electronics companies. Founded in the Netherlands over a century ago, the Philips brand has long been a household name around the globe, and now employs over 77,000 people across 100 countries. These days, Philips is particularly focused on technologies for the Consumer Health & Well-Being and the Professional Healthcare sectors. Born and raised in Mexico, Dulce started out as a Journalism student, but always had her eye on foreign lands and languages. Her travels and studies took her to places like...
2019-11-3038 min
The Worldly Marketer PodcastHow International, Multilingual SEO Leads Global Customers to Your Site w/ Sarah PreschSarah Presch is the Managing Director at Retro Digital, a marketing agency that specializes in international and multilingual marketing. A true polyglot, she has 10 years of experience working in the language industry in some capacity or other: first as a foreign language teacher, then as a translator, then as a marketing & communications lead, and business development manager, before launching her own agency in 2017. Based in Dublin, Ireland, Sarah and her Retro Digital team help companies grow with tailor-made local, international, and multilingual marketing solutions. Since launching the agency, she has gone on to co-found the Retro Live and...
2019-11-2227 min
The Worldly Marketer PodcastHow GetGlobal Events Help Companies Do Better International Business w/ Julian LeutholdJulian Leuthold is the Founder and CEO at GetGlobal, the premier business conference in North America for companies who are looking to expand into new global markets. Every year since 2016, GetGlobal has been attracting company executives, international business experts, and senior government officials from around the world to compare markets, opportunities and strategies, and to explore the key issues affecting businesses worldwide. A native of California with a deep affinity for India, Julian has a formal background in international relations and business. After beginning his career working in marketing and events promotion, he pivoted for a while to...
2019-10-0835 min
The Worldly Marketer PodcastHow The Global Chamber Helps Businesses Succeed Across Borders w/ Doug BruhnkeDoug Bruhnke is the Founder & CEO of The Global Chamber, the only chamber of commerce located in hundreds of locations around the world. Operating in 525 metro areas in 195 countries, The Global Chamber helps businesses, investors and service providers grow and succeed faster across borders. With his Polish-German-American background and 40 years of experience in international marketing and global business, Doug is a true believer in the importance of having a 'global tribe'. He has worked in dozens of different countries, and helped leading brands such as DuPont, SAP, General Motors, Johnson & Johnson, Accenture, and Microsoft achieve their global goals. In 2007, Doug founded...
2019-09-3038 min
The Worldly Marketer PodcastHow Startups Can Leverage Localization for Maximum Growth and Revenue w/ Giulia TarditiGiulia Tarditi is the Head of Localisation at Monese, a London-based fintech company that provides instant current accounts in the U.K. and the Eurozone. She also freelances as a localization advisor, working with a number of fast-growing startups to help them on their journey to international expansion. Her goal is to support her clients by building a custom localization approach that addresses their very unique pain points, needs and goals. Originally from Italy, Giulia is a self-described language geek. She speaks five different languages fluently and is on her way to learning a sixth. She began...
2019-09-2046 min
The Worldly Marketer PodcastHow to Work with Local Marketing Teams in APAC to Build a Global Brand w/ Kyle HegartyKyle Hegarty is a Global Business Growth Specialist and Managing Director at TSL Marketing, a global B2B marketing agency headquartered in the U.S. Originally from Boston, but now based in Singapore, he helps companies develop and expand their footprint in the Asia-Pacific region, specifically by focusing on cross-cultural leadership strategies and sales & marketing solutions to drive growth. From startups to Fortune 500 companies, Kyle works with a variety of organizations to find new ways to communicate and lead across our shrinking planet. His programs help clients increase business across regions, strengthen teams, build trust, and re-focus compa...
2019-09-1340 min
The Worldly Marketer PodcastHow Fine-Tuning Your Brand Locally Can Help You Expand Globally w/ Kevin BirdKevin Bird is a co-Founder and Partner at Brand Halo, a brand marketing consultancy based in the Toronto area. For four decades now, he has been focused on the evolving business landscape. Kevin has been at the intersection of consulting, agency, IT and digital, working with SME's, enterprises and major CPG brands to conceive, design and deliver engaging experiences. He has worked with global brands such as Nestle, Cadbury, Reckitt Benkisser, Unilver, SAP, Oracle, and Bridgestone Firestone. For this episode, Kevin joined podcast host Kathrin Bussmann in person for the August 2019 launch of Staples Canada’s ne...
2019-09-0645 min
The Worldly Marketer PodcastTaking Your Cross-Border Ecommerce Business to the Next Level w/ Mike MicheliniMichael Michelini is an American who moved to Hong Kong in 2007, and has spent the years since then learning and sharing everything he can about how to do business in Asia. He is the Principal Consultant at Shadstone Ltd., a boutique consulting company specialized in business between the US and China, and he’s the Founder of Global From Asia, a cross-border e-commerce community with 4 divisions: GFA Media (blog, podcast & more), GFA Events (Cross Border Summit, trips, meetups), GFA Platforms (experts platform, job board, marketplace and directory). He’s also the author of a more personal blog, about his Chines...
2019-08-2936 min
The Worldly Marketer PodcastWhy Startups Need a Person-on-the-Ground to Succeed in New Markets w/ Shalini TrefzerShalini Trefzer is the Founder of Swiss-based LeapSecond Consulting +, which works with young and emerging companies to grow their business from start-up to scale-up. Working mostly with companies who are applying Artificial Intelligence to solve problems in various market segments, she helps her clients execute go-to-market strategies, focusing especially on the European market. Originally from the San Francisco Bay Area, Shalini has 15 years of experience in multinational project leadership. She spent over a decade of her career in the cutting-edge companies of the time, including Cisco Systems, before moving to Switzerland in 2008. There, she spent several years working in global p...
2019-08-2234 min
The Worldly Marketer PodcastHow Retail Brands of All Sizes Can Use Ecommerce to Go Global w/ Nabil MalouliNabil Malouli is VP Global Ecommerce at DHL Supply Chain, where he leads the innovation, strategy and product development of DHL’s e-commerce fulfillment and last-mile solutions. He first joined DHL over a decade ago, when he took on the role of Trade Lane Manager China - Latin America. Before taking on his current role about a year ago, Nabil was VP Customer Solutions & Innovation, where he oversaw the development of innovative logistics projects to support Fortune 500 companies doing business globally. Founded in San Francisco in 1969, DHL is the world's largest logistics company, particularly via sea and ai...
2019-08-1544 min
The Worldly Marketer PodcastUnderstanding the Incredible Rise of Esports and Other Global Trends w/ Simon KempSimon Kemp is the Founder & CEO at Kepios, a digital marketing consultancy that helps brands make sense of the future. He’s also a writer, a speaker, a mentor and a coach on the topics of marketing, social media and digital strategy. Originally from Scotland, and based in Singapore for over a decade now, he has become a perennial guest on this podcast. I’ve featured him previously episodes #022, #048, #104, #125, and #138. Simon is the quintessential Worldly Marketer: more than anyone else, he has his finger on the pulse of the world’s Internet usage. His annual Global Digital Report...
2019-08-0841 min
The Worldly Marketer PodcastCreating Global-Ready Digital Products in the Most Efficient Way w/ Yuka NakasoneYuka Nakasone was first featured on episode #097. She is the head of Global Bridge, 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, my guest 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...
2019-08-0126 min
The Worldly Marketer PodcastUnderstanding the LATAM Ecommerce Landscape in 2019 w/ Matteo CeurvelsMatteo Ceurvels is a Regional Analyst for Latin America and Spain at eMarketer, a leading market research firm headquartered in New York City. He has been featured on this podcast several times before: on episodes #83, #106, #116, and #141. On this episode, Matteo talks about his most recent report for eMarketer, which was released in June: “Latin America Ecommerce 2019: Mobile to Capture More than One-Third of the Regional Market”. This report provides an analysis for retail ecommerce and mcommerce sales in Latin America, with a particular attention to Argentina, Brazil, Chile and Mexico. It also examines some interesting new tr...
2019-07-1833 min
The Worldly Marketer PodcastWhy International SEO Needs to Be Done Right to Drive Global Growth w/ Chris RaulfChris Raulf is an international Search Engine Optimization (SEO) expert. He is one of the very few professionals in the industry who truly lives and breathes global SEO on a daily basis. As a specialized consultant for international SEO, he offers advice and training to companies around the world. Originally from Switzerland, Chris has been working in Sales and Marketing for three decades now. He has held a series of leadership positions within the localization industry, including at Lionbridge Technologies, RWS Group, ENLASO Corp. and Lingoport. In 2009, Chris founded his own digital marketing agency, Boulder SE...
2019-07-1136 min
The Worldly Marketer PodcastWhy Your Business Needs a Proper Digital Policy to Thrive Globally w/ Kristina PodnarKristina Podnar is a consultant, a speaker and an author on the topic of digital policy. For over two decades, she has worked with some of the most high-profile companies in the world. Based in Washington, D.C., she is the Principal at NativeTrust Consulting, LLC, which she founded in 2016. Through her consultancy, she helps her clients create sound and smart digital policies, and to see those policies as opportunities to free their organization from uncertainty, risk and internal chaos. With a background in international studies and international business, Kristina is certified as a Change Management Practitioner as...
2019-07-0445 min
The Worldly Marketer PodcastHow EVS Became the Global Leader in Live Video Production Technology w/ Nicolas BourdonNicolas Bourdon is the Senior Vice President of Marketing at EVS Broadcast Equipment, a company which is globally recognized as the leader in live video production technology. Headquartered in Belgium, EVS launched its ground-breaking Live Slow Motion (LSM) replay system in 1994, and has continued to develop cutting-edge solutions for live sports, entertainment and news productions ever since. The company now employs about 500 people in offices across Europe, the Middle East, Asia and North America, and it provides sales and technical support to clients in more than 100 countries around the world. With a background in Business Administration, Finance and...
2019-05-3047 min
The Worldly Marketer PodcastWhy Smart Developers Build Software with International Markets in Mind w/ Mick MonaghanMick Monaghan is a Globalization Architect at Guidewire Software, a company that develops software products for the Property and Casualty (P&C) insurance industry. He is a seasoned software engineer specializing in all things multilingual. Guidewire Software provides the platform, services, and partner ecosystem that enables Property and Casualty (P&C) insurers to run, differentiate, and grow their business. Founded in 2001 and headquartered in Foster City, CA, Guidewire now serves more than 350 companies in 32 countries around the world. Originally from Ireland, Mick has been working in globalization for almost twenty years now, and has become a...
2019-05-2338 min
The Worldly Marketer PodcastHow SAP Approaches B2B Influencer Marketing on a Global Scale w/ Amisha GandhiAmisha Gandhi is the VP Influencer Marketing & Communications at SAP Ariba and SAP Fieldglass. She is also the Creator of the SAP Global Influencer Program, which she took from pilot to a full-scale global function across SAP with the purpose of driving influencer marketing across the entire customer journey – from awareness to demand-gen to advocacy. SAP Ariba is a leading business commerce network. It combines cloud-based applications with the world’s largest Internet-based trading community to help companies discover and collaborate with a global network of partners. SAP Fieldglass is a leader in external talent management and services proc...
2019-05-1642 min
The Worldly Marketer PodcastHow Localized, Human-Driven Content Enriches Digital Globalization w/ Bruno HerrmannBruno Herrmann has been a guest on the podcast three times before: on episodes #010, #105 and #133. As a digital leader, he has more than 20 years of experience in international product, content, and customer experience leadership. Most recently, Bruno was the Digital Globalization Leader at The Nielsen Company, focusing on global content creation, localization, testing, certification and delivery, as well as on product management and international customer experiences. Before joining Nielsen, Bruno managed online globalization programs at HP, and content management in addition to Web localization at Compaq. Prior that, he worked in the marketing communications and l...
2019-05-1046 min
The Worldly Marketer PodcastDeveloping Better Globalization Practices Through Peer Mentorship w/ Loy SearleLoy Searle is the Founder and President of Global Guild, a consulting firm that connects people within the globalization field to a selected group of peers, who mentor each other by sharing their knowledge, expertise, best practices, challenges, successes, and failures. Launched in 2018, Global Guild focuses on creating small, personal communities, rather than an internet forum, so as to better help its members grow their careers, build their networks, and develop strong globalization practices. Loy has been a globalization and content industry leader for over 20 years now. Over the course of her career, she has had a number of senior lea...
2019-05-0256 min
The Worldly Marketer PodcastHow Microsoft Achieves Its Best-In-Class Global Brand Status w/ Mara MartinsMara Martins is the Senior Global Marcom Manager at Microsoft, which is of course one of the most successful brands in the world. Since its founding in 1975, Microsoft has become a truly global organization, doing business in more than 223 markets and 96 languages, and employing over 114,000 people worldwide. Originally from Portugal, Mara speaks five different languages, and has almost two decades of experience in translation and localization. Over the course of her career, she has worked on the vendor side as well as the client side of the industry. She has held a number of management positions, including at Son...
2019-04-2552 min
The Worldly Marketer PodcastHow Unmetric Helps Global Brands Be Social at the Speed of Culture w/ Lux NarayanLux Narayan is the CEO at Unmetric, a social-media intelligence platform that he launched in 2012. Unmetric’s clients include Fortune 500 companies, agencies, and other large global brands that want to engage more meaningfully with their target audiences. Through Unmetric’s platform, brands can analyze how well their social-media content and campaigns are performing, compared to their industry competitors, and they can use their analytics to benchmark and enhance their social media efforts. With a background in mechanical engineering and marketing, Lux can certainly be described as a serial entrepreneur. Prior to Unmetric, he co-founded an online data backup...
2019-04-1837 min
The Worldly Marketer PodcastFour Major Trends Influencing LATAM’s Digital Ad Spending in 2019 w/ Matteo CeurvelsMatteo Ceurvels has been featured before on this podcast: on episode #83, #106, and most recently, on episode #116. He is a Regional Analyst 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 LATAM and Spain. On this episode, Matteo talks about his most recent report for eMarketer, which was released in March: "Latin America Digital Ad Spending 2019: As More Consumers Turn to Digital, Ad Spending Grows". This eMarketer report features Matteo’s late...
2019-04-1339 min
The Worldly Marketer PodcastHow Evernote Became the Globally Popular Productivity App It Is Today w/ Igor AfanasyevIgor Afanasyev is the Director of Localization at Evernote, a popular productivity app designed for creating, organizing and sharing notes and task lists. Founded in 2008 and headquartered in Redwood City, California, Evernote is now being used by 225 million people around the world, in over 25 languages, every day. With a background in UI design, Igor has been on the Evernote team from the very beginning. He bootstrapped the internationalization and localization infrastructure from the ground up, managed the development of Evernote's online translation platform, and successfully built a lean localization process that has proven to be agile as well as cost-efficient. In t...
2019-04-0442 min
The Worldly Marketer PodcastHow Indeed.com Grew from Small Texas Startup to Global Success Story w/ Esther CurielEsther 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 a...
2019-03-2833 min
The Worldly Marketer PodcastWhat You Need to Know About Global Digital Usage in 2019 w/ Simon KempSimon 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 sen...
2019-03-2051 min
The Worldly Marketer PodcastHow to Choose the Right Service Providers to Help You Go Global w/ Renato BeninattoRenato 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...
2019-02-2835 min
The Worldly Marketer PodcastHow Podcasting Can Build Your Global Brand w/ Wordbee’s International Buzz Business PodcastThis 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...
2019-02-2047 min
The Worldly Marketer PodcastHow Netflix Managed Its Global Launch Through Creative Localization w/ Katell JentreauKatell 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 l...
2019-02-1440 min
The Worldly Marketer PodcastHow HappyOrNot Brings Its Emoji-Based Feedback System to the World w/ Tarja KarjalainenTarja 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...
2019-02-0729 min
The Worldly Marketer PodcastWhy Cultural Intelligence Is Critical for AI-Driven Global Strategies w/ Bruno HerrmannBruno 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 h...
2019-01-3132 min
The Worldly Marketer PodcastUsing Global Analytics to Create Personalized Consumer Experiences w/ Gopi KoteeswaranGopi 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 br...
2019-01-2337 min
The Worldly Marketer PodcastIntegrating Smart Language Technologies into Your Global Business w/ Antonio TejadaAntonio 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 work...
2019-01-1736 min
The Worldly Marketer PodcastFour Best Practices to Make Sure Your Software Is Global-Ready w/ Patricia Paladini AdellPatricia 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 w...
2018-12-2050 min
The Worldly Marketer PodcastHow Real-Time Local Insights Are Helping Today’s Brands Go Global w/ Phil AhadPhil 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...
2018-12-1329 min
The Worldly Marketer PodcastBringing Global-Minded Tech Startups from Latin America to Toronto w/ Miryam LazarteMiryam 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 id...
2018-12-0633 min
The Worldly Marketer PodcastOptimizing Your Cross-Border Business in Switzerland and Beyond w/ James MoffatJames 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 accele...
2018-11-2833 min
The Worldly Marketer PodcastGrowing a Successful Export Business One New Market at a Time w/ Emiliano IntrocasoEmiliano 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...
2018-11-2239 min
The Worldly Marketer PodcastTracking How People Around the World Use Digital Technologies w/ Simon KempSimon 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...
2018-11-1542 min
The Worldly Marketer PodcastRaising the Profile of the Globalization and Localization Industry w/ Allison FerchAllison 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 o...
2018-11-0832 min
The Worldly Marketer PodcastUsing Competitive Market Intelligence to Plan Your International Expansion w/ Ron PickRon 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...
2018-10-3138 min
The Worldly Marketer PodcastBeing Clear on What Your Brand Stands for When You Go Global w/ Ryan PatelRyan 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 ca...
2018-10-2528 min
The Worldly Marketer PodcastHow a Small US-Based Tech Company Went Global the Eezy Way w/ Hilary Atkisson NormanhaHilary 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 c...
2018-10-1124 min
The Worldly Marketer PodcastUnderstanding the Risks and Opportunities in Emerging Markets w/ Lucie NewcombLucie 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 S...
2018-10-0439 min
The Worldly Marketer PodcastAdapting Your Digital Content for the Dutch Market w/ Michiel KroderMichiel 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 hi...
2018-09-2731 min
The Worldly Marketer PodcastHow Subway Keeps Setting the Standard for Global Expansion Success w/ Carrie FischerCarrie 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...
2018-09-1926 min
The Worldly Marketer PodcastTop Tips for First-Time Translation Buyers w/ Tanya SaptyTanya 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 provi...
2018-09-1340 min
The Worldly Marketer PodcastWhat You Need to Know About Ecommerce in Latin America w/ Matteo CeurvelsMatteo 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". Lin...
2018-09-0637 min
The Worldly Marketer PodcastUsing Influencer Marketing Strategically to Grow Your Brand Globally w/ Joel BackalerJoel 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...
2018-08-2934 min
The Worldly Marketer PodcastHow to Become a Certified Global Branding and Marketing Expert w/ Nitish SinghDr. 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 Sit...
2018-08-2334 min
The Worldly Marketer PodcastLaunching a New Audio Resource for the Global Marketing Community w/ Ulrich HenesUlrich 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 local...
2018-07-2635 min
The Worldly Marketer PodcastHow HubSpot Became One of the World’s Fastest-Growing Companies w/ Nataly KellyNataly 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 Off...
2018-07-1850 min
The Worldly Marketer PodcastWhy Global Marketing Success Depends on In-Country Knowledge w/ Erica HaimsErica 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 H...
2018-06-2851 min
The Worldly Marketer PodcastHow an International Trade Consultant Can Help You Grow Your Business w/ Darlene DugganDarlene 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, sa...
2018-06-1329 min
The Worldly Marketer PodcastCatering to Local Needs in the Global Hospitality Industry w/ Sonia ZamborskySonia 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....
2018-06-0735 min
The Worldly Marketer PodcastTop Tips for SMEs Looking to Expand Into Foreign Markets w/ Corrie GerminCorrie 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 Aust...
2018-05-3025 min
The Worldly Marketer PodcastHow to Prepare Your Medium-Sized Business for International Expansion w/ Sophie LechnerSophie 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 gl...
2018-05-2433 min
The Worldly Marketer PodcastWhat Foreign Brands Need to Know About Marketing in Canada w/ Kathrin BussmannKathrin Bussmann is the product of German parents who emigrated to Quebec, the French-speaking part of Canada. She is the Founder of Verbaccino, a Toronto-based international marketing consultancy that helps businesses leverage today’s global, social, multilingual marketplace. Kathrin is also the creator and regular host of The Worldly Marketer Podcast, the weekly audio show that explores how even small brands can go global in the Digital Age. Kathrin is a founding member of the Canadian Association of Marketing Professionals (CAMP). Links: Article: "Marketing in Canada: Officially Bilingual, Prou...
2016-12-1533 min
The Worldly Marketer PodcastHow Crowdsourcing Can Play a Role in Localization w/ Alexia Ohannessian - Part 2Part 2 of Kathrin's conversation with Alexia Ohannessian. (For Part 1, listen to epsiode TWM 032.) Alexia is originally from France and now makes her home in Brazil. She has lived and worked on three continents, speaks six different languages, and has helped many small and medium-sized companies create expansion strategies for Latin America. Currently, Alexia is the International Marketing Lead at Trello, a project-management app company that spun out of Fog Creek Software in 2014. Having joined the Trello team in 2015, she successfully launched the app in 21 languages through an innovative crowdsourcing effort. Today, Trello ha...
2016-10-2617 min
The Worldly Marketer PodcastWelcome to The Worldly Marketer Podcast w/ Kathrin BussmannWelcome to the very first episode of The Worldly Marketer Podcast! I'm your host, Kathrin Bussmann. This particular episode is a relatively short one (under 15 minutes). It’s just an opportunity for me to introduce myself, to explain why I created this podcast, and talk a bit about what you can look forward to in future episodes. A bit of background about me: I’m a German-Canadian who was born and raised in the province of Quebec. If you're not familiar with Quebec, it’s one of the 10 provinces of Canada, and it’s the only province where En...
2016-05-1714 min