Study cases

The Stakes:  For a streaming giant like Spotify, "good translation" isn't enough; the copy needs to convert users. The challenge was to ensure the French interface felt native, not translated, particularly in the critical onboarding funnel. The Fix:  I acted as a Cultural Consultant and Senior Reviewer, focusing heavily on UX copy. I provided data-driven feedback to the product teams, explaining why  certain French phrasings would lead to better user action. The Win:  My feed

The Stakes:  Managing the Nike account meant handling a staggering volume—over 4 million words  of high-visibility marketing and internal content. The traditional review process was becoming a bottleneck. The Fix:  I moved us toward innovation by designing and rolling out a Machine Translation (MT) evaluation framework. This wasn't about replacing humans, but about smartly integrating tech. I used the data to inform Nike's custom MT engine roadmap while maintaining strict hum

The Stakes:  Under Armour faced a massive logistical challenge: six seasonal brand launches annually with over 2,500 multimedia assets that needed to go live simultaneously. Missing a deadline meant missing a market window. The Fix:  I didn't just translate; I architected a full localisation ecosystem. I built an 80-page style guide to unify the brand voice and revamped the QA workflow to coach vendors rather than just correcting them. Simultaneously, I led a massive SEO over