The Worldly Marketer Podcast is Verbaccino's interview-style show about international and global marketing issues. As more and more people around the world get connected to the Internet, even small brands can build an international customer base through digital marketing, translation, localization, social media, and e-commerce. Every week, Kathrin Bussmann talks to a different guest expert to learn more about the challenges and the rewards of going global in the Digital Age. Her mission is to explore how savvy SMEs can leverage today's global, social, multilingual marketplace.
How Shopify Connects Merchants and Customers Around the World w/ Giulia Greco
Giulia Greco is the Localization Programs Lead at Shopify, the leading global ecommerce company headquartered in Ottawa, Canada. Founded in 2006, Shopify is the all-in-one commerce platform to start, run, and grow a business. Its mission is to make commerce better for everyone, everywhere. It now powers over 1.7 million businesses in more than 175 countries, and has over 5,000 employees across the globe. Shopify is trusted by brands such as Allbirds, Gymshark, PepsiCo, Staples, and many more.
Originally from Milan, Italy, Giulia has a background in translation and interpreting. She moved to Canada in 2002, and settled down in Toronto. In 2016, she joined the Shopify team in the role of Content & Localization Manager for Italian, and eventually took on the role of Localization Program Manager. In her current role, she manages the localization operations in the Marketing & Growth team, including video localization, plus several in-country editors, linguists, translators, copywriters and a Language Service Provider.
In this interview, Giulia talks about the role of internationalization and localization in Shopify’s incredible growth; the challenge of working with globally distributed teams; the inherent tension between building the company’s global brand identity and the need for hyper-localized content; what a minimum viable Localization team should look like; and how, in 2020, the “Shopify Effect” was responsible for $307 billion in global economic activity.
Shopify website Shopify blog (English) Article: “The Shopify Effect: How Entrepreneurs Are Changing the World” Shopify podcasts (English) Shopify on LinkedIn Shopify on Facebook Shopify on Instagram Shopify on YouTube Shopify on Twitter Giulia on LinkedIn Giulia on Twitter
This epsiode was sponsored by Vistatec.
Why Exporters Need Local-Savvy Strategies to Succeed w/ Kathryn Read
Kathryn Read is an international sales & marketing consultant and a Partner at Uniconsult-Wick & Partner, which is a business management and export consultancy based in Austria. She has over two decades of experience developing niche products in emerging markets, and helping small and medium-size companies to break through international barriers, thereby creating successful entrepreneurs and a thriving global marketplace.
Originally from the U.K., Kathryn has a background in French and German language studies, and she is extremely well travelled. She began her export career back in 1995, working at a British auto-parts manufacturer in Nottingham. In 2000, Kathryn relocated to Austria to take on a cross-border sales role at Trodat, which is a globally successful consumer goods company, and she has made her home in Austria ever since. In 2001, she joined HiPP, the European organic baby food company, and spent several years leading the brand’s international sales efforts into Central and Eastern Europe as well as Asia, including China.
Kathryn firmly believes that business is done between people, and therefore she focuses on building strong relationships that form a solid foundation for doing business. I've had the pleasure of getting to know her better over the past year or so, and I always appreciate her authenticity, her genuine curiosity about people and cultures, and the kind, thoughtful way she approaches everything she does.
Kathryn’s website Kathryn’s blog Kathryn’s e-book: How to Decide Which International Markets to Enter” Uniconsult-Wick & Partner website Uniconsult-Wick & Partner YouTube channel Kathryn on LinkedIn Kathryn on Instagram
This epsiode waws sponsored by Vistatec.
Why Global Brands Need Quality and Consistency in Their Creative Content w/ Anastasia Leng
Anastasia Leng is the Founder & CEO at CreativeX, a technology company whose mission is to advance creative expression through the clarity of data. Launched in 2015, CreativeX uses analytics tools to help Fortune 500 brands like Unilever, Mondelez, Heineken, ABI, Google, L'Oréal, and Pepsi to measure the efficiency, the consistency, and the impact of their visual marketing content across the globe.
Fluent in three languages, Anastasia has been a nomad all her life. She has lived in Bahrain, Vietnam, Hungary, Russia, France, England, and currently makes her home in New York City. With a background in psychology and sociology, she began her career in marketing in 2005. She joined Google in 2007 as a Product Marketing Manager, and eventually took on the role of New Business Development Manager, EMEA, where she led entrepreneurship efforts in Europe, Africa, and the Middle East, and was responsible for early-stage partnerships for Google Voice, Chrome, and Wallet.
In 2012, Anastasia launched herself into entrepreneurship when she co-founded Hatch.co, an e-commerce company that was selected as one of Time Magazine’s "Top 10 Startups to Watch in New York", one of TimeOut NY's "Best New Shopping Sites of 2013", as well as one of the four most innovative retail companies by the National Retail Federation.
In this interview, Anastasia talks about why it’s so important for global brands to ensure quality and consistency across their creative marketing assets, how CreativeX helps Fortune 500 brands solve specific pain points around their visual content, and how she is successfully managing the international growth of her own company. Catch Anastasia’s valuable insights!
CreativeX website CreativeX Blog CreativeX on LinkedIn CreativeX on Twitter Anastasia on LinkedIn
This episode was sponsored by Vistatec.
How Canva Grew to Be One of the Top 20 Unicorns in the World w/ Rachel Carruthers
Rachel Carruthers is Head of Internationalisation & Localisation at Canva, the Australian-based SaaS company that makes graphic design simple for everyone. Launched in 2013, Canva is now one of the top 20 unicorn companies in the world, with a current valuation of $15B USD. Today, Canva has over 50M monthly active users in 190 countries & 100 different languages, and 1,400+ global team members, who work to achieve the company's mission: to empower everyone in the world to design anything & publish anywhere.
How Zambian Startups Are Growing Beyond Their Own Borders w/ Mulumba Lwatula
Mulumba Lwatula is an entrepreneur, business consultant & technologist based in Zambia. He is Acting Deputy Head of Investments (Mining, Manufacturing & Agribusiness) at IDC, a state-owned enterprise whose mandate is to spearhead the Zambian Government's commercial investments agenda and strengthen Zambia's industrial base & job creation. Mulumba also co-hosts Scale Up Africa, a podcast on building resilient African entrepreneurs & businesses, and is co-founder at Soqo, a data analytics & payments startup.
How a Silicon Valley Health Tech Startup Is Making an Impact in Africa w/ Tobias Reiter
Tobias Reiter is the Co-Founder & CEO at VIEBEG Technologies, a Silicon-Valley based Health Tech company that operates mainly in Central & East Africa. VIEBEG offers high-quality medical & dental supplies as well as equipment through its comprehensive online marketplace and procurement software. Originally from Austria, Tobias has been based in Rwanda since 2018, and he is on a mission to help achieve sustainable development in Africa by investing and participating in the African tech-business environment.