Lessons in Localization: GoPro

The Nimdzi Lessons in Localization series highlights the largest, the most innovative, the up-and-coming, and the most successful globalization programs in the world.

In today's Lesson in Localization, we look at how GoPro does localization.

A lesson by Hannah Leske.


About GoPro

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.

Fast facts:

Included in this lesson in localization

  • Localization at GoPro: an overview
  • Organization and Culture
  • Languages
  • Project and process management
  • Supply chain
  • Quality control
  • Technology
  • Interesting insights

This has been a preview. The full report can be accessed online by Nimdzi Partners.

The full report is reserved for Nimdzi Partners and organizations participating in the Lessons in Localization series. If you are not a Nimdzi Partner, or are interested in how your company can participate in Lessons in Localization, contact us.

Who should we feature next?

The Nimdzi Lessons in Localization series highlights the most successful localization programs in the world. For more information about this series, or if you have a suggestion for an exemplary localization program that you would like to see highlighted, contact us today.

Special thanks to Marina Lee, Senior Localization Program Manager at GoPro for sharing a valuable lesson in localization.

Hannah Leske Nimdzi Insights

This Lesson in Localization was prepared by Nimdzi's Localization Researcher, Hannah Leske. If you wish to learn more, reach out to Hannah at [email protected].

1 June 2022

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