In this post
In this post
Are you looking to learn more about the role and responsibilities of a localization project manager?
If so, you came to the right place because this blog post is exactly what you’ve been looking for. Read on to learn more.
In a nutshell…
A localization project manager is the person in charge of executing your localization strategy in a new foreign market. They oversee the entire process from planning to implementing and optimizing to measuring results.
In other words, they lead the localization team, seamlessly managing content creators, developers, editors, linguistic experts, translators, and other stakeholders to achieve your goal. Which in this case is effective localization.
Typically, individuals who succeed in this role have a background in project management and experience in localization and working with cross-functional teams.
And it’s quite an important role for any company that wants to sell internationally.
Why?
See. In today’s globalized economy, geographical borders no longer confine businesses. Thanks to international e-commerce platforms and other technological advances, companies can do business worldwide unlike in the days of yore.
But this presents a problem.
Domestically, your English website content, marketing and sales collateral, products, and services may perform well. Selling internationally, however, presents a few unique challenges.
On top of translating your entire website content, you must adapt your products and services to cater to different cultures and linguistic needs.
This is the essence of localization and it’s harder than it seems, especially to a beginner who thinks it is equivalent to translation.
Localization is all about ensuring your content resonates with local audiences in various target markets. Otherwise, you’ll fail spectacularly in foreign markets like some of the guys in this post.
This, among other reasons, is why a localization project manager is important in any organization that dreams of global success.
What is Localization? A Brief Overview
Before we explore the role and responsibilities of a localization manager, I thought it prudent to briefly go over the concept of localization to clear the air some more.
So, class, what is localization in global commerce?
As we hinted earlier, localization is adapting your content, products, services, or website to a particular locale or target market beyond foreign waters.
It goes far beyond translation and transcreation since you must clearly understand (and then adapt to) the target audience’s unique cultural nuances, market expectations, language use, and shopping preferences.
Or, as Nick Schäferhoff aptly puts it:
…you need to not only translate the words but consider linguistic, cultural, technical, and even regulatory aspects. It’s an overall adjustment to the target market and audience not just in terms of language but also taste and tone.
Without an effective localization strategy, you will miss the mark with your foreign market.
Like, this one time Walmart installed high shopping shelves in South Korea, a country where most people are – for lack of a better word – short. That is, of course, compared to stores in the USA where the height of shelves is not big of an issue.
What were the results of their poorly researched and implemented localization strategy?
Korean shoppers had to stretch and use ladders to reach higher shelves. Hehe. It’s funny but not funny because the retail giant incurred considerable losses and later exited the market.
Walmart is just one example of localization gone wrong. Other big-name brands that fell flat on their faces include Starbucks in Israel and Home Depot in China.
Many first-timers often confuse localization with translation. Or rather they assume translating the source text to the target language is enough of an approach when entering foreign markets.
But nothing could be further from the truth. While translation is part of the job, localization project managers consider specific cultural, legal, and user experience needs.
For instance, localizing a website for the Chinese market means:
- First, translating the content to Chinese;
- And, second, factoring in local aesthetics, navigation preferences, and legal requirements.
This will include using local images and slang, changing product packaging, switching up the UI, and infusing cultural references that resonate with the Chinese market.
Need an example?
A good example here is McDonald’s localization strategy in China. After initial challenges, the multinational fast-food chain built a strong brand reputation by focusing on local tastes.
For instance. Instead of sticking to American tastes and style, they jazzed up the menu to fit the Chinese consumers, and it worked.
…venturing into the Chinese market has facilitated the development of localization expertise. An exemplary case is the “McSpicy” chicken burger, specifically designed for the Chinese market in response to the local preference for chicken drumsticks and spicy cuisine. – KrAsia Connection
The localization strategy worked so well that they are now doubling down market expansion efforts in China and introducing Chinese menu items to other global locations.
Hats off to their localization project manager, who turned the tide when stakeholders were skeptical about the Chinese market and all signs pointed to an early exit.
In addition, localization helped the company to cut costs.
…China’s localized supply chain can provide McDonald’s with more significant cost advantages, enabling deeper cooperation with local Chinese companies in the future. Currently, over 90% of the ingredients and toys utilized by McDonald’s in China are procured and produced locally, with the data and IT teams in the Chinese market fully localized. – KrAsia Connection
So, ladies and gentlemen, what is localization again?
At this point, we can all agree that localization goes beyond mere translation. It’s about adjusting your content and products to resonate with the local target audience.
Localization also applies to two countries or regions that speak the same language but use different dialects, words, and spellings.
A popular example is “color” and “colour.” Similarly, we have “pants” and “trousers,” “fanny pack” and “bum bag” or “elevator” and “lift” for the US/UK markets.
While translating and localizing your content, remember that different countries have tremendous linguistic diversity.
Source: World Economic Forum
As a localization project manager, you can target any foreign market or locale your company is expanding into.
However, If you’re starting and don’t know what to tell stakeholders, consider these top languages ranked by GDP in 2024.
To learn more about localization, be sure to check out these posts when you get the time:
- WordPress Localization: What It Is and How to Localize Your Website for Foreign Markets;
- eCommerce Localization: Benefits & How to Implement in 2024;
- 10 Biggest Website Localization Problems and How to Avoid Them;
- Localization vs Translation: What Are the Main Differences?
Now that localization doesn’t sound like rocket science, let us move on and talk more about the role of a localization project manager, the main focus of today’s article.
The Role of a Localization Project Manager
The localization project manager is the anchor in the localization process. They are responsible for finagling, implementing, and supervising localization tasks from start to finish.
The job requires a unique mix of project management skills, cultural sensitivity, and linguistic expertise.
In the following few paragraphs, we will thoroughly examine the responsibilities, and qualities of a successful localization project manager.
Let’s start.
Localization Project Managers Conduct Market Research
The first primary responsibility of a localization project manager is to conduct intelligent market research for each project.
Through market research, localization project managers can better understand the regions and customers they’re targeting with their localization project. In addition, LPMs can identify the competition they expect to face when entering the foreign market.
Research is vital to any market expansion project, but localization also requires researching the local culture, language use, and shopping habits.
With the data localization managers collect, they can create content that appeals to the target audience, market products more effectively, and hire the right talent for the project.
Collaborating with local agencies is a great way to speed up market research and hire talented employees for each of your roles. Ode to the McDonald’s example above.
As a localization project manager, the goal is to gather data that helps you enhance communication between new target customers and your business. You want to think like the local customer.
In short, you want data that lets you speak not only to their minds but also to their hearts. So be on the lookout for local cultural and shopping trends.
Drill down until you find local information that makes your target customers scream “Yes, this is it. I’m buying this product!”
Localization Project Manager Plans & Scopes Projects
One of the key responsibilities of a localization manager is planning and scoping localization projects.
We all know failing to plan is planning to fail, and localization projects aren’t different.
Planning a localization project from scratch might seem easy at first, but a lot goes into this phase than many newbies expect.
First, planning might involve additional research into the market to establish viable entry strategies and catch anything you might have missed with the first round of research.
Isn’t it better to have adequate data than miss something that could make or break your localization strategy?
Second, planning also involves defining project objectives and overall company goals. Determining these objectives early makes it easy to measure the results of your localization project later on.
Company localization goals could be anything between:
- Entering a new market;
- Boosting revenue;
- Driving more traffic to your website from foreign markets;
- Complying with local regulations;
- Enhancing user experience;
- Generating leads in a specific foreign market;
- Et cetera.
Having clear goals allows you to assess the effects of your localization strategy and adjust as needed.
That’s not all…
During the planning stage, you identify stakeholders that play a part in the localization project. This allows you to collaborate with marketing, sales, product development, legal, technical, and other teams to gather all assets required for localization.
At this juncture, encourage stakeholders, language service providers (LSPs), and other employees to field any procedural questions.
At the same time, planning involves careful resource allocation to achieve success. You must determine the needed resources, including localization software, content creators, translators, cultural consultants, testers, tech support, and more.
Additionally, determine realistic deadlines, considering probable delays and the intricacies of the localization process.
Also, you want to determine expected localization costs and ensure the project stays within budget. You don’t want to run out of money in the middle of the project or cut corners to survive.
Planning your localization project is crucial since it establishes a solid foundation for campaigns and increases your chances of success.
The adept local localization manager knows this and plans carefully to avoid or mitigate any issues that might arise during the project.
Cultural Sensitivity and Linguistic Expertise
Cultural sensitivity and linguistic expertise are intrinsic elements of localization. This is where the market research you did earlier comes in.
Attempting to create a localization strategy without first understanding your target market’s culture and language is a fool’s errand.
It’s like riding a bicycle or playing airsoft with a blindfold. Now you don’t want that for your localization strategy.
That said, proficient localization project managers invest time in understanding the target market’s cultural norms, values, and preferences exhaustively.
This gives you the fodder you need to create content that resonates with the local audience.
On top of that, it pays to be proficient in the language pairs involved in the localization project. This is where linguistic prowess comes in.
However, becoming a linguistic maestro is often not as easy as you’d imagine, especially when working with many languages.
For this reason, the smart localization project manager contracts linguistic experts, translators, language service providers, and reviewers for the task.
The overarching goal is to ensure you not only translate the content but also adapt it to fit the cultural context of the target audience. You don’t want to create misunderstandings or come off as offensive.
Say, for instance, your Japanese market likes formal and professional content. If you already have casual and funky content for your American audience, you want to adapt it accordingly as you enter the Japanese market.
You also want to immerse yourself in the Japanese culture and understand their shopping habits, and preferences. It might even mean creating new products to suit local preferences, much like McDonald’s in China.
Remember, you also don’t want to commit these mistakes while at it: Worst Translation Fails & Mistranslations: 20+ Hilarious Examples.
Let us move on to the next point.
Coordination and Communication
Another key responsibility of a localization manager is coordination and communication. The entire operation will go to the dogs if these two tasks aren’t handled effectively.
First, without effective coordination and communication, you will be hard-pressed to create a cross-functional team of content creators, developers, editors, translators, and reviewers who understand the target market’s culture and language.
You will run around like a headless chicken and your dysfunctional localization team will be like the famous story of the Tower of Babel.
You know, that famous mythical tower where people were doing so good because they spoke the same language, but things fell apart out of confusion when God changed the language?
By the way, could this be how linguistic and cultural diversity came about? But I digress.
Back to the point…
As a localization project manager, it’s your responsibility to act as a central point of contact to ensure clear and consistent communication among all parties involved.
In addition, as the coordinator, you must regularly check in with your team members to monitor progress, resolve issues, and offer support where needed.
This is a terrific morale boost for the entire team, so don’t take it for granted seeing as you call the shots.
Don’t be that manager who shows up just before the deadline breathing fire by the nose. Or the guy (or girl) constantly breathing down everyone’s neck.
The main goal is facilitating effective communication and coordination; not stifling your team’s efforts with micromanagement.
Finally, the localization project manager is also responsible for stakeholder updates. If you’re working for a company, people higher up the chain and other stakeholders will want regular updates about the project milestones, associated risks, and any changes to your strategy.
The successful localization project manager is a masterful coordinator and communicator.
On to the next point.
Quality Assurance Is Your Job, Too!
Just when you thought localization project managers had enough on their plates and didn’t need more responsibilities.
But, maintaining high-quality standards is pivotal in any localization project. The localization manager must ensure the localized content resonates with the target market and meets the company’s standards.
You don’t want to tarnish your organization’s brand image and reputation with low-quality localization. Otherwise, you might end up exiting the foreign market that you’re so much after like some of the companies we’ve seen.
As your team translates material to finish a project, an important part of your job as a localization project manager is to maintain the quality of those translations and the final product you deliver to customers. – Indeed Career Advice
But how do you pull it off?
For starters, the avid localization project manager sets quality standards to be followed by the entire team.
This means developing criteria that guarantee cultural appropriateness, linguistic accuracy, and technical functionality. For this, you might need to come up with effective style guides.
Secondly, you need to avail yourself to carry out reviews and tests once your team begins content localization.
In other words, your responsibility as a localization manager is to develop a stringent review and testing process.
You want to factor in functionality testing (because some languages are verbose and change wildly upon translation), linguistic reviews, and user acceptance testing.
And only get the localized content out the door when you’re 100% confident it passes your quality assurance checks.
On top of that, don’t forget to create a feedback loop between local users and the company. Use surveys and every other tool at your disposal to collect feedback that helps you to improve your localization project.
The keen localization project manager pays close attention to the tiniest details, knowing that low-quality localization wastes time and resources for everybody involved.
Okay. Let us move along.
Risk Management
Successful localization project managers are risk takers – venturing into foreign markets, learning about new cultures and languages, and finding near-impossible ways to connect with local audiences far from home.
But do you know what else?
Localization project managers that come out top are excellent at managing risks. That’s right, localization is fraught with risks including cultural blunders and technical challenges.
To shine in the localization project manager job, you must, first, learn how to identify risks long before they hit. This means anticipating possible risks, such as late translations, and misalignment with local laws or culture sensitivities.
Secondly, you must develop contingency plans to counter the risks. For instance, you can have backup translators on standby, implement more tests, and perform more research to catch cultural nuances.
On top of that, you need to keep an eye on the localization project to catch new risks and implement strategies to mitigate their consequences.
With proper beforehand planning, this shouldn’t be much of a task for most localization managers.
Technical Proficiency
Unknown to many people, localization is a technical process like any other. You couldn’t blame them; most beginners think localization is equivalent to translating text.
However, localization has its fair share of technical challenges, including software localization and localizing multimedia content.
For this reason, localization managers need to be tech-savvy.
In other words, you should possess the technical chops and know your way around translation tools, content management systems, translation management systems, and translation memory tools.
As a localization project manager, you will probably work closely with developers to ensure localized content is integrated into the product and works as expected in the target market.
For this reason, you don’t want to be the only person in the room who doesn’t know what is being said or going on.
If you aren’t what we would call tech-savvy, you can use a tool such as TranslatePress to overcome most of these technical hurdles. The plugin is easy to use even if you’ve never used translation software.
Another thing. Being a tech-savvy localization manager allows you to troubleshoot (and probably fix) any technical issues that arise during the localization project.
Besides, localization is a continuous process that involves repetitive and mundane tasks. Technology can help you to automate, streamline, and speed up your workflow.
You want to brush up on technical skills or learn the required skills to ace the interview and excel in your job.
Quick recap
From the above section, we have seen a successful localization project manager has the following characteristics and responsibilities:
- Astute researcher – You need to perform intelligent market research before localizing content;
- Master planner – Planning is a critical component of a successful localization project;
- Culturally sensitive and linguistic mastery – As a localization expert, you need a deep understanding of the local culture. In addition, you must understand the languages involved although we learned you can hire local language experts to lend a hand;
- Great coordinator and communicator – You must hone your coordination and communication skills to build functional teams and keep everyone in the loop effectively;
- Quality assurance – A successful localization project manager is detail-oriented to ensure localized content aligns with the target audience and meets company standards;
- Risk management – Localization managers plan to mitigate risks that arise during the process;
- Tech-savvy – To improve your chances of succeeding in this role, you need solid technical knowledge to work with various localization tools.
You will also need other attributes and talents such as adaptability, analytical skills, and leadership.
With the key responsibilities and characteristics of successful localization managers under the belt, what challenges do they face?
Challenges That Localization Project Managers Face
Without a doubt, localization project managers are the linchpin and superstars of the entire operation. Without this important role, the team (if there was one to begin) would be in shambles.
But they are not gods and are often crippled by multiple challenges that make day-to-day operations even harder.
In the following section, let us briefly cover the challenges that localization managers face.
- Balancing quality and speed – Localization is a tough nut to crack. For many managers, ensuring quality while meeting tight deadlines is a nightmare, particularly for large projects. Careful staffing, automation, and tools can come in handy if you’re struggling;
- Managing multilingual teams – Human resource management is one of the hardest jobs you will ever do. Things don’t get easier when you’re working with cultural and linguistic experts from different backgrounds, and you might pull your hair out before lunchtime. Do you see why you need strong coordination and communication skills?
- Cultural misunderstandings – Did you know a simple cultural mishap can ruin the localization project? Ask KFC. It is why you need lots of research, reviews, and testing before rolling out;
- Technical challenges – Setting up localization environments and software and getting your team on board is tedious and time-consuming. Having specialized skills and technical support at hand will save the day;
- Keeping up with stakeholder expectations – Most times, executives and people in other departments such as legal and marketing don’t know the place (or value) of localization, and as a result, have unrealistic expectations. Aligning these expectations with your localization objectives requires diplomacy and careful negotiation.
To add salt to the injury, you still have to deal with other challenges that every traditional manager faces daily.
I hope you’re learning something here today 🙂
Tools for the Localization Project Manager Job
Localization is a tough job for anybody looking to venture into this career. There are many moving parts at any given time. It is primarily why seasoned managers rely on tools and technologies to make things easier.
Here are some of the tools for the job:
- Translation management systems (TMS) – This type of software allows you to automate many repetitive parts of the localization and translation process;
- Content management systems (CMS) – Platforms such as WordPress let you easily disseminate localized content across different locales and regions. A plugin such as TranslatePress even creates region-specific URLs automatically. E.g., www.example.com/es for Spanish speakers, www.example.com/fr for French-speaking regions and more;
- Localization automation tools – You will need tools that automate parts of the localization process, decreasing manual work and enhancing efficiency. TranslatePress AI has your back here;
- Project management software – To stay on top of things and collaborate with team members, you need a project management tool such as Asana, Slack, and Trello. Otherwise, things will get out of hand;
- Analytics and feedback tools – As a data-driven localization manager, you must measure the results of your efforts. How else will you know your localized content works in the target market? Use tools such as Google Analytics, Hotjar, and Matomo Analytics, among others;
- Quality assurance tools – Tools such as QA Distiller and Xbench help you to spot errors and eliminate them long before presenting localized content to the target market.
This will all go into resource allocation during the planning phase. Adequate research will help you identify the tools you need for a localization strategy that assures global success.
Get a tool such as TranslatePress to handle most of these localization tasks like a boss. You have nothing to lose; there is a free version to test the waters.
TranslatePress Multilingual
Final Words
The role of a localization project manager can’t be dispensed with or ignored in any company that wants to go global.
You can effectively localize your content to shine internationally with the right approach and tools.
It takes careful preparation and effort, but localization can help you dominate foreign markets as you always dreamed.
Did we miss something? Please let us know in the comments and we will update the article. Also, take a moment to share this post with your followers.
Until next time, here’s to effective localization. Cheers!
