A lesson by Hannah Leske.
As one of the world’s first action camera manufacturers, GoPro created a category-defining product for capturing and sharing immersive and exciting videos and photos. Recently, GoPro has bolstered its camera products with mobile phone apps for greater control, better usability, and visibility into camera usage data. It has also prioritized direct-to-consumer sales through its website. This year, the company is attempting to pivot away from its strategy of a single flagship camera to a lineup featuring multiple cameras for different types of users.
GoPro owners hail from all over the globe. The company offers official shipping to 70 countries, and repair services are available in nearly half of these. It’s crystal clear that the company needs a strong localization team to help reach their international consumers.
The localization program is managed by four individuals. Brody Phillips heads up a team of two other full-time localization specialists who oversee the website, firmware, and software localization, as well as a contractor who handles marketing localization.
We spoke to Marina Lee, head of website localization, for this Lesson in Localization.
Team responsibilities are aligned with distinct silos: each localization expert is in charge of localization processes for a specific vertical.
Vendor responsibilities are determined by task: one vendor manages linguistic work while another handles quality control processes.
A unique TMS solution allows each localization expert to work with the systems that best suit their needs.
SurveyMonkey's Global Experience & Localization unit is a powerhouse of innovation and strategic impact. Led by Julia Cassidy, the team is on a mission to ensure that SurveyMonkey's platform resonates with a diverse international audience. Leveraging country-level user data, they are crafting an inclusive and engaging experience for users worldwide. With plans to expand the team in 2024, they are poised to lead the charge in optimizing SurveyMonkey's global reach and user experience. Their commitment to quality, technology, and data-driven decision-making is propelling SurveyMonkey to new heights of international success.
Explore how Monta's innovative localization strategies are revolutionizing the global market, connecting diverse audiences and paving the way for seamless business expansion. Join us on a journey of technological excellence and forward-thinking solutions.
Pleo is a European fintech company specializing in expense and spend management solutions. It empowers employees to make work-related purchases while ensuring that their companies maintain control over all spending. Using breakthrough technology and commercial cards, Pleo eliminates the need for expense reports, reduces administrative complexity, and simplifies bookkeeping. The company serves clients in 16 locales across Europe and operates in 11 languages, thanks to its localization team.As a European fintech company that specializes in expense and spend management solutions, Pleo empowers employees to purchase the things they need for work while ensuring that their companies maintain full control over all spending. With the help of breakthrough technology and commercial cards, Pleo eliminates expense reports, reduces administrative complexity, and simplifies bookkeeping. With a presence throughout Europe, the company serves clients in 11 languages across 16 locales thanks to its localization team.
Deliveroo is a British online food delivery company founded in 2013. Today, Deliveroo operates a hyperlocal three-sided marketplace, connecting local consumers, restaurants and grocers, and riders to fulfill a mission-critical, emotional purchase in under 30 minutes. By offering fast and reliable delivery which consumers can track online, Deliveroo has grown rapidly. Deliveroo now operates in 10 markets worldwide: the United Kingdom, France, Belgium, Ireland, Italy, Singapore, Hong Kong, the United Arab Emirates, Kuwait, and Qatar, working with thousands of restaurants and grocers, thousands of riders, and serving millions of consumers.