The Worldly Marketer Podcast

Kathrin Bussmann
  • 4.7 (13)
  • MARKETING
  • UPDATED SEMIMONTHLY
The Worldly Marketer Podcast

The Worldly Marketer Podcast explores what it takes to build a global brand in today's digital, social, multilingual marketplace. Join Kathrin Bussmann as she talks to experts in global business, global marketing, and localization. Her new focus: how green brands are going global, how global brands are going green, and how marketing can facilitate a more sustainable world economy.

  1. How to Give International Visitors to Your Website a Great Experience w/ John Yunker

    2022-08-06

    How to Give International Visitors to Your Website a Great Experience w/ John Yunker

    John Yunker is a well-known pioneer in the field of web and software globalization, and, by now, one of the perennial contributors to this podcast. I've featured him on three previous episodes: #059, #182 and, most recently, #221. He is the Co-Founder & President of Byte Level Research, an agency that specializes in researching, promoting, and advising on best practices in website globalization. Based in Ashland, Oregon, John has been helping companies improve their global content, websites, and software since 2000. He has worked with many of the world’s biggest multinational corporations, providing them with web-globalization training, specialized reports, and benchmark services. His Web Globalization Report Cards have become required reading for global brand leaders everywhere; these annual reports provide an up-to-date evaluation of how major global companies are performing relative to each other and to current industry best practices. Besides his client work, John writes the popular blog "Global by Design", and has authored several books, including "Beyond Borders: Web Globalization Strategies", the first book devoted to the emerging field of web globalization, and more recently, "Think Outside the Country: A Guide to Going Global and Succeeding in the Translation Economy". Here, John returns to the show to talk about his "2022 Web Globalization Report Card", which he published earlier this year. Tune in to the conversation, and learn about how the top global websites make sure that international visitors have the best experience possible.   Links: Byte Level Research website Byte Level Research on LinkedIn John’s 2022 Web Globalization Report Card John’s book “Beyond Borders” John’s book “Think Outside the Country” John’s blog “Global By Design” The Localization Institute LocWorld Conference MultiLingual Magazine John on LinkedIn John on Twitter

    50 min
  2. How CEA Is Helping Clients Deploy Solar and Storage Solutions Worldwide w/ Andy Klump

    2022-07-18

    How CEA Is Helping Clients Deploy Solar and Storage Solutions Worldwide w/ Andy Klump

    Andy Klump is a renewable energy executive with nearly two decades of experience living and working in Asia. He is the founder, owner, and CEO of Clean Energy Associates (CEA), a solar energy and storage advisory firm that specializes in technical due diligence and engineering services. Established in 2008, CEAnow employs over 175 professionals around the world, and has completed solar energy and storage projects in more than 65 countries so far. Originally from the U.S., Andy has a background in Economics and an MBA from the Harvard Business School. He relocated from Atlanta to Shanghai in 2002 and has been based in Asia ever since. Prior to founding his own company, he served as the Vice President of Business Development for Trina Solar, where he headed the company’s international expansion plans covering supply chain, international business development, capital raising, and corporate development. Over a two-year period, he and his Trina Solarmanagement team successfully raised nearly $500 million in capital during the company’s IPO and follow-on offerings on the New York Stock Exchange. In addition to his role as the head of CEA, Andy is a current board member of a couple of renewable energy startups, ion Ventures and Solar Inventions, and he has served as a board member of the U.S. Solar Energy Industries Association (SEIA). He is also a co-founder and board member of the health-care focused non-profit organizations iDefine.org and KIDSIQProject.org. In this interview, Andy shares his personal career journey of relocating to China from the U.S., adapting to the local business culture, and eventually launching and scaling his own global company. He explains what the core purpose behind CEA is, and how he manages his growing international team. And he talks about some global and regional trends he's seeing in solar energy, and his perspective on the solar supply chain going forward. Tune in for Andy's valuable insights!   Links: CEA website CEA on LinkedIn CEA on Twitter Andy on LinkedIn

    43 min
  3. How ev.energy Is Scaling Cheaper, Greener, Smarter EV Charging Globally w/ Kathleen MacLean

    2022-07-02

    How ev.energy Is Scaling Cheaper, Greener, Smarter EV Charging Globally w/ Kathleen MacLean

    Kathleen MacLean is the Head of Growth at ev.energy, a London-based Cleantech startup that empowers electric vehicle owners to charge their EV in a simpler, cheaper, and greener way. Launched in 2018, ev.energy’s innovative app keeps track of when energy is least expensive and carbon-intensive, and balances user demand on the energy grid at peak times. As a Certified B Corporation, ev.energy is part of a global community of over 5,000 companies (and counting) that are reinventing business by pursuing purpose as well as profit. In early 2022, ev.energy extended its Series A funding to $12.8 Million, enabling it to pursue rapid growth in North America and around the world. In addition to its U.K. headquarters, ev.energy has now has an office Palo Alto, California, and employs a world-class team of over 60 people across Europe, North America and the Caribbean. Originally from Scotland, Kathleen has been based in London since 2012. She has over a decade of experience in marketing and brand management, and has worked both on the agency and on the client side for a variety of industries. She joined ev.energy at the beginning of 2021, and is now on a mission to help drive the decarbonization of transport. Besides her role at ev.energy, she is also a passionate TEDx'er and has volunteered as the Co-Licensee & Curator for TEDx Covent Garden Women in London. In this interview, Kathleen talks about the challenges and benefits of having a globally dispersed team, how she approaches international marketing strategy on a startup budget, and how she has adapted the ev.energy app’s value proposition for each of the company’s three core markets so far: the U.K., Germany, and California. Tune in for Kathleen’s great insights!   Links: energy website energy on LinkedIn energy on Facebook energy on Instagram energy on Twitter Aaron Sweet on LinkedIn Kathleen on LinkedIn

    48 min
  4. How Sonnedix Is Building Engagement in Solar Power on a Global Scale w/ María González-Calvo de Miguel

    2022-06-11

    How Sonnedix Is Building Engagement in Solar Power on a Global Scale w/ María González-Calvo de Miguel

    María González-Calvo de Miguel is the Global Lead for Marketing and Communications at Sonnedix, a multi-national Independent Power Producer (IPP) that develops, finances, builds, owns, and operates solar power plants around the globe. Founded in 2009, the company's purpose is to harness the power of the sun to build a bright future. Today, Sonnedix has 400 photovoltaic power plants in operation, construction or under development around the world, with a total production capacity of more than six GW of power. The company has over 400 employees across a dozen global offices, including in the U.K., Italy, France, Spain, Poland, the U.S., Chile, and Japan. Based in Madrid, María has over a decade of experience in branding, marketing, communications, PR, and media relations. She began her career in her native Spain in 2008, and then took the opportunity to live and work in the Philippines, in the Netherlands, and in the U.K. She joined Sonnedix in early 2020, when she took on her current role, and is now leading the company's international brand development – from market research and conceptualization, to the implementation of Sonnedix's communications plan and marketing campaigns. In this interview, María describes how Sonnedix is building a successful global brand through community engagement and innovative content strategies. She talks about the importance storytelling and adapting communications for different kinds of audiences around the world. And she explains why Sonnedix has started investing in the creation of educational content for the next generation of solar energy stakeholders. Tune in for María’s fascinating insights!   Links: Sonnedix website Sonnedix on LinkedIn Sonnedix on Facebook Sonnedix on Instagram Sonnedix on YouTube Sonnedix on Twitter Sonnedix Sustainability Academy María on LinkedIn

    53 min
  5. Kathrin Bussmann on The International Business Podcast

    2022-05-10

    Kathrin Bussmann on The International Business Podcast

    This 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 Cleantech sector. With kind permission from Audrey and her colleagues, Leonardo Marra and Stefano Santelmo, Kathrin is re-sharing the interview here, for the benefit of her Worldly Marketer Podcast listeners. She also encourages everyone to check out The International Business Podcast for many more interesting episodes on a wide variety of global business topics. Happy listening!   Links: The International Business Podcast The International Business Podcast on LinkedIn The International Business Podcast on Facebook

    33 min
  6. A Personal Tribute to Prof. Dr. Max G. Krell

    2022-04-15

    A Personal Tribute to Prof. Dr. Max G. Krell

    This week, instead of bringing you a podcast interview, I’d like to share something a bit more personal. I’d like tell you about my father, Prof. Dr. Max G. Krell. In so many ways, he’s the reason I’m the person I am today. My father was a nuclear physicist. He was born in 1935 in Lower Silesia, a region that was part of Germany before the Second World War and is now part of Poland. He studied Physics at the university of Erlangen, in Bavaria, which is where he met my mother. As newlyweds, they moved to Karlsruhe, another German university town, so that my father could pursue his doctorate. They then relocated to Geneva, where my father worked at the European Organization for Nuclear Research (CERN) for several years. Eventually, my father accepted a tenure-track position in the department of Physics at the Université de Sherbrooke in Quebec. Leaving behind all their family and friends, my parents immigrated to Canada. My mother was almost eight months pregnant at the time, and I was born about a month after they had settled into their small apartment near the university campus. My father had a three-decades long career as a science professor in Sherbrooke. He finally retired in 1999, and happily devoted himself to his 100-acre hobby farm. He had bought the property, a ten-minute drive from the university, when I was two years old. It was a perfectly square, partially forested piece of land, with an old “saltbox” style farmhouse, a barn, and a couple of ponds. This was the backdrop of my childhood. To my father, that farm was his very own piece of Paradise, something he could have never afforded if he had stayed in Germany. He often told me about his own childhood, vividly remembering the years around World War II. At the end of the war, he and his family had had to flee their village and head west to safety, with basically just the clothes on their backs and whatever they could carry on foot. The years right after the war, his formative years, were especially difficult. His family had to start all over in a new town, mourning loved ones lost in the war, rebuilding their lives from scratch, and food was in short supply. I suppose that’s why my father was obsessed with the idea of having his own land and being as food self-sufficient as possible. My mother, whose family had also had to flee westward at the end of the war, was on the same page. Thinking back now, I realize what a wonderfully idyllic childhood I had, growing up in the beautiful countryside of the Eastern Townships – though I often dreamed of city life, especially as a teenager. We had a huge vegetable garden, fruit trees, berry shrubs, beehives, a small herd of sheep, rabbits, ducks, geese, and more. I was immersed in the natural world, seeing things grow around me, planting things, harvesting things, witnessing the cycle of life, and knowing exactly where most of my food came from. For my father, the proximity to nature combined with his training as a scientist, also led to environmental activism. In my teens, I remember several citizen-led, pro-environmental initiatives that my father helped launch and organize, which were driven by the prospect of local authorities making potentially disastrous decisions. All through my youth, I witnessed my father fight stubbornly, unflinchingly for what he believed was right, even when it meant opposing the powers-that-be. He taught me some very important lessons about stepping up when it matters and fighting for the greater good. He shaped the core values that I carry with me as an adult: a belief in science, in justice, in personal integrity, and in social responsibility. On April 16th, 2002, exactly three years into his retirement, my father died unexpectedly of a massive stroke. He never got to meet his only grandchild, who was born the year after his death. But I know he would have been so incredibly proud. He also never got to see me launch my own business. But I know he would have been extrem

    9 min
  7. Who Knew? What the Data Tells Us About Global Digital Behaviours in 2022 w/ Simon Kemp

    2022-04-02

    Who Knew? What the Data Tells Us About Global Digital Behaviours in 2022 w/ Simon Kemp

    Simon Kemp is a global authority on how people use the Internet. As Founder & CEO at Kepios, a strategy consultancy, he helps organizations all over the world to make sense of what people are really doing online, to identify changes in digital behaviour, and to understand how these trends will impact their success. Originally from Scotland, Simon has been based in Singapore since 2007. In parallel to his work at Kepios, he is also the Chief Analyst at DataReportal, an online reference library of up-to-date reports that explore people's digital behaviours globally, regionally, and by country. These free reports, which he produces in collaboration with Hootsuite and We Are Social, provide current information on everything from Internet penetration rates to online activities such as mobile usage, social-media habits, e-commerce adoption, and much more. Simon has been featured on eight previous episodes of this podcast, most recently about a year ago, on episode #213. You could say that he has become a perennial guest of the show, and he's always a pleasure to catch up with. In this interview, he returns to the show to talk about his Digital 2022 Global Overview Report and Local Country Reports, and he shares his analysis of some of the more remarkable data points. As always, the numbers tell an interesting story of what people around the world are actually doing online. And once again, Simon's findings will likely present a challenge to many marketers' assumptions. Tune in and prepare to be surprised!   Links: DataReportal website Digital 2022 Global Overview Report Digital 2022 Country Reports Digital 2022 Deep Dives GSMA: “The State of Mobile Internet Connectivity” report A4AI: “Advancing Meaningful Connectivity” report Hootsuite website WeAreSocial website GWI website Simon’s articles on The Next Web Kepios website Simon on LinkedIn Simon on Twitter

    1h 2m
  8. How the Sustainable Marketing Movement Is Becoming a Global Force for Good w/ Michelle Carvill

    2022-03-19

    How the Sustainable Marketing Movement Is Becoming a Global Force for Good w/ Michelle Carvill

    Michelle Carvill is a strategic marketer and entrepreneur, as well as a successful speaker, podcaster, and author. Her latest book, published in 2021, is called Sustainable Marketing – How to Drive Profits with Purpose. In parallel to the book, which she co-authored with Gemma Butler and Geraint Evans, she has developed training programs for the Chartered Institute of Marketing to ensure that sustainability is firmly on the marketing education agenda. Michelle has also developed a certified "Carbon Literacy Training for Marketers", and she is creating conversations around sustainable marketing through the podcast she co-hosts called Can Marketing Save the Planet? Based in the U.K., Michelle began her career in marketing over three decades ago. Today, she has numerous awards and recognitions to her name, and is leading her very own digital agency, Carvill Creative, which she founded in 2002. As an agency owner, Michelle’s focus is on helping organizations to develop a strong digital presence through robust and highly human digital and social-media marketing strategies. She also leads a social enterprise called The Preventative Healthcare Service, and she's a Co-Founder & Partner at The Online Digital Academy. Through her body of work and her Sustainable Marketer Manifesto, which is a sort of Hippocratic oath for responsible marketing, Michelle is at the vanguard of the movement to make marketing a force for good. She believes that the need to focus on sustainability has never been more urgent for businesses and marketers. In her view, there’s no one better placed to affect change, align with and influence customers, and drive hope for a better, more sustainable future, than an ‘educated and aware’ responsible marketer. In this interview, Michelle talks about how consumers’ expectations around sustainability have evolved over the past 30 years, how brands around the world are rising to the challenge, and why marketing professionals have a crucial role to play in creating a more sustainable economy. She also shares some key takeaways from her book, Sustainable Marketing.   Links Carvill Creative website Can Marketing Save the Planet? website Book: “Sustainable Marketing – How to Drive Profits with Purpose” Podcast: “Can Marketing Save the Planet?” Sustainable Marketer Manifesto B Corp website Book: “Corporate Social Responsibility Is Not Public Relations” by Sangeeta Waldron Richard Hagan’s net-zero manufacturing business, Crystal Doors Michelle’s personal website Michelle on LinkedIn Michelle on Facebook Michelle on Instagram Michelle on Twitter

    1h 5m
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The Worldly Marketer Podcast explores what it takes to build a global brand in today's digital, social, multilingual marketplace. Join Kathrin Bussmann as she talks to experts in global business, global marketing, and localization. Her new focus: how green brands are going global, how global brands are going green, and how marketing can facilitate a more sustainable world economy.

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