LocReset

GTE Localize

LocReset is GTE Localize’s thought leadership series hosted by Matt Grotenstein, VP of North America. Each episode features candid conversations with localization leaders, tech partners, and industry experts across sectors. The series explores what’s truly working in AI-driven localization and makes the case for positioning localization as a strategic growth driver, not just a cost center.

Episodes

  1. Scaling from a Single Market to a Global Brand | LocReset #3

    May 19

    Scaling from a Single Market to a Global Brand | LocReset #3

    In episode 3 of LocReset, Matt Grotenstein sits down with three practitioners who have built, scaled, and protected global brands from the inside: Carrie Fischer, Manager of Globalization at Subway Kate Edwards, CEO and Principal Consultant at GeogrifyGaetano Romeo, Head of Global Digital Marketing at EasyVista and OTRS GroupThis episode covers why most companies fail when scaling beyond their first market, how product, messaging, and brand break across cultures, and what it takes to build the infrastructure for real global growth. [0:00] Intro [4:09] The first question every global expansion should answer [6:15] How Subway scales to 10,000 restaurants [9:00] Building a US footprint from scratch: the EasyVista reality [12:23] Why don't American CTAs work in Europe? [14:21] AI everything vs.Human-in-the-loop [17:00] The geopolitical mistake that almost shut down Microsoft in South Korea [26:28] 22% more AI citations: GEO vs SEO and the AirOps strategy [34:48] Subway's MT journey: Why being a careful technology follower paid off? [38:09] AI scales well. AI does not understand nuance. [45:11] When AI hallucinated a book Gaetano never wrote [47:45] Tracking marketing success across global markets [51:45] What localization vendors almost always get wrong? [52:33] Start culturalization early — or you'll be redoing the mocap [56:22] How Subway culturalizes menus around the world? [59:23] Geographic proximity does not mean cultural similarity [1:04:31] When does localization become a strategic capability? [1:05:50] Cultural due diligence comes before the business deal [1:07:26] The EU AI Act has made transparency the new localization [1:10:51] Closing takeaways

    1h 13m
  2. Inside the Mind of the Buyer | LocReset #2

    Apr 14

    Inside the Mind of the Buyer | LocReset #2

    In Episode 2 of LocReset, host Matt Grotenstein sits down with Pablo Lloreda (Roku), Tim Arata (ex-Apple, WhatsApp), and Brian McConnell (ex-Notion, Lyft, Medium) to talk about what buyers actually want, what builds trust, and what causes vendors to lose it. ____________ LocReset LocReset: https://locreset.com/ LocReset Community: https://www.linkedin.com/groups/17264004/ GTE Localize Website: http://gtelocalize.com/Linkedin: https://www.linkedin.com/company/13271303/© Copyright by GTE Localize

    1h 3m
  3. From AI Hype To Outcomes | LocReset #1

    Mar 10

    From AI Hype To Outcomes | LocReset #1

    In Episode 1, “From AI Hype to Outcomes,” Matt sits down with Bruno Herrmann, Kevin O'Donnell, and Jackie Landry to discuss how AI is reshaping localization and multilingual content operations. In this conversation, they explore: Why AI should be treated as intelligent automation, not a replacement for human expertise?Why human expertise, source quality, and guardrails remain critical in AI-driven workflows?Why stronger partnerships between buyers and service providers will matter more in the AI era? If you work in product, marketing, or localization, this conversation is worth a watch.

    59 min
  4. LocReset Introduction

    Mar 5

    LocReset Introduction

    GTE Localize's new thought leadership series, hosted by Matt Grotenstein, VP of North America. Matt has been in this industry long enough to have a finely tuned radar for what's real and what's just a good slide deck. Each episode brings in two or three practitioners, localization leaders, tech partners, and industry experts from across different verticals, for honest, experience-backed conversations about where the industry is actually heading.

    1 min
  • 4 Episodes

Ratings & Reviews

5
out of 5
3 Ratings

About

LocReset is GTE Localize’s thought leadership series hosted by Matt Grotenstein, VP of North America. Each episode features candid conversations with localization leaders, tech partners, and industry experts across sectors. The series explores what’s truly working in AI-driven localization and makes the case for positioning localization as a strategic growth driver, not just a cost center.

Information

  • Creator
    GTE Localize
  • Years Active
    2K
  • Episodes
    4
  • Rating
    Clean
  • Copyright
    © GTE Localize
  • Show Website
    LocReset