Marketing

Localization
Program Strategy
Isela Mosqueira, Kyle Chow, Aurora Wang
 Table of contents

01 02
Team Overview People
Overview of Wanderlust Outlook for future team
and its localization team structure

03 04
Processes Tools
Existing localization Localization tool
processes ecosystem
Our company
A growing start-up, Wanderlust is a
services company providing travel route
finding and planning based on user
locations.

○ Product: App and web platform

○ Location: Bay Area
○ Vertical: Travel/Tourism
01
Localization
Team
Overview
Key facts about Wanderlust and its localization team
International Markets

Headquarters
San Francisco Bay Area

Key markets
Asia (in particular
Japan) and Latin
America
 Budget and Languages
Annual budget Languages
Operational
program budget:
Japanese, Spanish
400,000 Tier 1 (Mexico), and
Portuguese (Brazil)
Salary:
Chinese (Simplified),
200,000 Tier 2 Chinese (Traditional),
and Korean

600,000
Current Localization Team Structure

The localization team falls

under the operations
department.
 Internal Stakeholders

Marketing Sales
 Localization Objective and Goals
“Adapt the user experience of our app for all our
target cultures as if it were provided locally”
2023 2024
Goals
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

Engage in marketing team’s decision marketing process

before localization starts (e.g., planning, budgeting,
content creation))

Adopt a query management system (e.g., JIRA)

Hire an addition project manager to serve as a backup for

the current project manager and develop a quality
management program (e.g., updated quality KPIs,
linguistic and reviewer training)

Recruit and onboard a backup localization vendor to serve

as a review vendor
02
People
Outlook for the future team structure
Future Localization Team Structure

Major responsibilities of the new PM:

○ Project management: Shadows the existing PM1 and manages

localization requests in their absence
○ Quality management: sets quality KPIs, implements Xbench Apsic
tool, composes training and reference materials
Future Localization Team Structure (cont.)

Roles and Relationships:

○ Localization team together reviews quality KPIs set by PM 2

○ Program Manager works with PM 1 to generate process changes
○ Project Manager 1 leads process changes
 Team Culture Code
“We work to live, just like how our company helps our users do the same.”

Fail fast Be yourself

We embrace innovation We celebrate differences.
and challenges. Failure is You belong here
essential to learning, and wherever you come
prepares us for success. from. Share your stories.

Grow together Respect boundaries

We value life-long learning, No after-hours
knowledge sharing, and communication. Work is
open feedback. just one part of our life.
Training & Mentoring
Stakeholder Management
(These will be continuous efforts)
 Current Vendor Strategy

Vendor offers
One vendor
transcreation
handles all
services but
translation
these are not Paid by word
and review
currently
utilized by our
team
Future Vendor Strategy

Add additional Vendor 2 serves

vendor (primarily as a back-up
for review) translation
vendor with high
volumes

Assure original
vendor they will Utilize
NOT lose work transcreation
(with continued services, pay on
high quality) an hourly basis
03
Process
Existing localization processes
Transcreation Process in Marketing
(Assuming hourly pricing model is outlined in vendor SLA)
Localizability Checks: A Deeper Look
Risk Prioritization Process
 Risk Management:
Specific Process Example

Objective:
Align localization and
marketing teams on
projected high-volume
marketing content
production throughout
quarter
New Tool Adoption Process
(Change Management)
04
Tools
The entire tool ecosystem explained
Our Tool Ecosystem
 Tool Implementation - Progress

Existing tools Tools to implement

Github Wordpress L10n wiki

Salesforce Phrase Jira

Google Suite Xbench Apsic

Confluence Tableau

Company-wide tool Localization-specific tool

 Tech support
Support level Applicable tools Support team in charge

Level 1 Internal support and

Basic troubleshooting personnel from
troubleshooting the tool users’ team (e.g., Salesforce
champion on the marketing team)

Level 2 Wanderlust’s general IT support

In-depth team
troubleshooting and
backend analysis
Support team from l10n tool
vendors

Level 3 Support team from the tool

Root cause analysis vendors
by SMEs
 Metrics
Tool Visibility and
Type of data Storage Reports Presentation
associated format

Localization Jira; Jira; Visible in Jira in One LPM Internal

process efficiency Confluence; Google drive .csv; visually compiles the localization
- e.g., response L10n wiki site compiled in process report team meetings;
rate to queries, Tableau in .png and sends to the 1-on-1 meetings
turnaround time PgM for detailed between PgM
review and other LPMs

Source content Jira; Jira; Visible in Jira Summary Marketing

quality Xbench Apsic Google drive and Tableau in during stakeholder
.csv and .png stakeholder meetings
meeting

Localization Phrase; Xbench Apsic; VIsible in Bi-weekly and Monthly vendor

quality Xbench Apsic Google drive Xbench Apsic monthly quality meetings; QBR
- Quantitative (e.g., and Tableau in report; QBR with vendors
terminology) and .csv and .png slides
qualitative (e.g.,
style) KPIs
 Metrics (Cont’d)
Tool Visibility and
Type of data Storage Reports Presentation
associated format

Vendor Phrase; Google drive Visible in QBR slides QBR with

performance data Xbench Apsic; Tableau in both vendor
- On-time delivery Confluence .csv and .png
- Delivery issues
- Communication
efficiency
- Invoice accuracy

Localization Phrase Google drive Visible in A summary slide Regular

Spending Tableau as well for company
- e.g., vendor and in .csv format company-wide all-hands
tool costs meeting and for meeting;
internal internal
localization localization
team meetings team meetings
 References
Graphics
● Illustrations by Storyset
● Process templates by Canva

Text
● The Handbook of Program Management: How to Facilitate Project Success with
Optimal Program Management by James T Brown
● Localization Program Strategy slides by Eva Klaudinyova
● Risk Management Techniques & Summary by Eva Klaudinyova
● Implementing Localization Tools by Michal A.
● Culture code examples. https://zamesin.ru/culture-codes-examples/
● Trancreation best practices.
https://laoret.com/blog/transcreation-best-practices/
● Localization Budgeting: https://www.nimdzi.com/localization-budgeting/
● Localization ROI: https://www.simultrans.com/blog/localization-roi
● Nimdzi’s language technology atlas.
https://www.nimdzi.com/language-technology-atlas/
● What Is Level 1, Level 2, And Level 3 IT Support?
https://www.neteffect.com/level-1-2-3-support/