Globalization and Localization Strategy Insights - Edith Bendermacher - VistaTalks - Ep #131
In this episode of VistaTalks, Edith Bendermacher, Director of Globalization Strategy and Localization Operations at NetApp, joins Host Simon Hodgkins. With her extensive experience, Edith shared valuable insights into her role, the challenges and opportunities in globalization, and her passion for mentoring in the localization industry.
From Publishing to Localization
Edith Bendermacher’s career trajectory is a testament to her adaptability and willingness to embrace new challenges. Starting in publishing and public relations, she initially found her way into localization as a linguistic quality team lead. This transition was a career shift and a leap into a field requiring different skills and understanding. Bendermacher’s journey is a prime example of how diverse experiences can enrich one’s professional life, providing a broader perspective and a unique approach to problem-solving in the localization field.
Strategic Leadership and Innovation at NetApp
In her role at NetApp, Edith is not just a director but a strategic innovator. She is crucial in aligning various departments to ensure global readiness for product launches and market expansion. Her work involves detailed planning and execution, requiring a deep understanding of different markets and cultural nuances. Her specialties, including global growth, customer experience, executive sponsorship for localization and globalization, marketing globalization, and international product management, highlight her comprehensive approach to global strategy. Edith’s role is pivotal in ensuring that NetApp’s products and services resonate with customers worldwide, demonstrating the importance of localization in international business strategy.
Overcoming Challenges in Global Expansion
Edith shares her insights on the complexities and challenges of global expansion. She stressed the importance of understanding customer journeys in different markets and aligning localization efforts with strategic business objectives. Bendermacher pointed out that localization is about translating content and creating meaningful and culturally relevant customer experiences. She emphasized the need for targeted localization, considering the constraints of budgets and resources, and the importance of making strategic choices about what content to localize and for which markets.
A Passion for Mentoring and Development
Bendermacher’s commitment to mentoring and professional development in the localization industry is noteworthy. She actively participates in educational programs and initiatives, aiming to give back to the community that helped shape her career. Her involvement with Women in Localization and the Middlebury Institute of International Studies reflects her dedication to nurturing the next generation of localization professionals. Edith believes in the power of mentorship and its role in shaping careers fostering a culture of learning and growth within the industry.
Embracing Change and The Role of AI in Localization
Edith’s perspective on the advent of AI in localization is forward-thinking. She encourages professionals to view AI and technological advancements as opportunities for growth and efficiency. Bendermacher believes that while AI can automate certain aspects of localization, the human element remains irreplaceable. She advocates for a balanced approach where technology enhances human capabilities, not replace them. Her insights into how AI reshapes the localization landscape are invaluable for professionals looking to adapt and thrive in an ever-evolving industry.
Building Internal Advocacy and Relationships
One of Edith’s critical strategies for success at NetApp has been her ability to build strong internal relationships and advocate effectively for localization. She emphasizes the importance of understanding the goals and challenges of different departments and finding common ground. Her approach involves not just vertical communication within the hierarchy but also building horizontal alliances across departments. This strategy has been crucial in securing support for localization initiatives and ensuring alignment with the company’s goals.
Envisioning the Future of Localization
Looking ahead, Edith is optimistic about the future of the localization industry. She encourages professionals to stay engaged, continue innovating, and actively contribute to the field. Edith sees a world of opportunities in globalization and localization, urging professionals to embrace change and be part of the evolution. Her enthusiasm and positive outlook inspire those in the industry, highlighting the potential for growth and innovation in the field.
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