Why Localization Belongs In The Boardroom

Episode notes

Boards obsess over international revenue and growth, then often starve the one function that makes customers actually buy in market. That same myopic view is not just short sighted. It is quietly costing organizations millions in untapped revenue. In this episode of In other words, Nataly Kelly, Chief Marketing Officer at Zappi, joins host Jason Hemingway to explore why localization deserves a permanent seat in the boardroom, how to tie multilingual strategy directly to revenue growth, and the key tactics to build cultural fluency across global markets. What You’ll Learn: How to tie localization directly to revenue growth Why internal stakeholder relationships matter more than CEO access The critical difference between translation and true cultural adaptation How to identify high-impact localization opportunities by partnering with teams during their own project cycles Why AI removes translation constraints but amplifies the need for human strategy Nataly Kelly is one of the best known voices in global growth and localization strategy, with boardroom level experience scaling international marketing in B2B tech.