Helping German Organizations Take the Global Opportunity

Global growth can be challenging for organizations all over the world. Reaching new markets and customers is a daunting task but can open new revenue streams and deliver multiple rewards. Learning to take advantage of the global opportunity and compete in international markets can be a journey full of challenges. Many German companies look overseas to expand revenue streams, often seeking expansion into North America, China and other parts of Europe. German services and products are highly regarded and hold a strong reputation for quality and innovation, providing good opportunity for global expansion.

Click here to read the German version.

Welocalize has an established presence in Germany, having delivered quality localization and translation services to Germany-based organizations for 20 years. Welocalize currently supports over 120 clients who are based in the DACH-region, in traditional and emerging industries, including manufacturing, engineering, financial services, travel, life sciences and medical devices, consumer products and advertising and marketing. Welocalize’s central German operations are based in Saarbrücken and house a wide range of in-house production capabilities, supported by experienced professionals and subject matter experts.

Welocalize holds international standards ISO 9001:2015, which focuses on all aspects of quality throughout our services and ISO 17100:2015, which is specific to translation service providers.

Germany-based team members, Sonja Brass, Stefan Weniger and Andre Klose will be joining Welocalize VP of Europe, Garry Levitt, in Stuttgart on Tuesday October 24 for LocLeaders Forum 2017 Stuttgart, taking place at Mövenpick Hotel near Stuttgart Airport. Click here for more details.

The theme for this year’s LocLeaders event in Stuttgart is The Global Journey. This hosted-dinner and professional discussion forum is designed to help inform and educate DACH-based organizations on leading globalization challenges. Having supported many organizations on all stops on the global journey – from product conception and patent prosecution through to digital go-to market and SEO strategies – we recognize that every organization experiences a different path to globalization. There are several factors that we recognize as being critical to successful globalization:

Work with One Global Provider: A key strategy for Welocalize is our ability to serve all the “stops” on the global journey. Whether patent prosecution, digital marketing, technical communications, SEO or regulatory content, language service providers

(LSPs) must deliver business solutions that can support a global organization, from start to finish. When expanding, and launching overseas, there are many content types that must be culturally adapted consistently with the necessary high levels of quality throughout. Having one global provider who can support all content enables an agile and efficient system of globalization.

Avoid Multiple Suppliers: If companies are having to work with multiple translation suppliers, then this can be expensive and detrimental to the brand because of inconsistent quality. The localization and translation industry has seen a shift over recent years towards a consolidation of translation suppliers. Many organizations commit to globalization in the long-term, therefore any localization provider must be viewed as a strategic, long-term partner.  This shift away from multiple translation providers is crucial for successful expansion. Benefits include terminology management, translation memory, improved quality assurance process and management of all brand and content assets.

LSPs must prove they are truly global: Germany is heavily populated with smaller translation vendors, many of whom claim to be global. LSPs must live up to their claims and prove they are global and can support German organizations across the whole global journey. Identify one truly global provider who has regional presence in the DACH-region and can address common issues such as quality assurance, third-party linguistic review and terminology management will be reduced. German organizations may find that in-country staff may not speak the language of the new market. For example, those entering China may find only a small percentage of Germany-based employees speak the relevant Chinese dialects. A truly global provider can support staff in the review process to ensure the right levels of quality have been met, without requiring in-house fluency.

Cultural Adaptation for ALL Content Types: Every interaction and customer touch-point must reflect the new target language and culture. German content, including marketing, regulatory and legal documentation, can be quite specific and have a certain tone that does not translate to other cultures such as North America or China. Many subjective content types, such as marketing and brand materials must go through a transcreation process to recreate content but whilst retaining key concepts and messages of high quality and excellence. Content such as technical documentation must stay closer to the source to retain accuracy and consistent terminology.

Would you like to join the LocLeaders discussion? Are you interested in attending LocLeaders Forum 2017 Stuttgart? To learn more about this Welocalize-hosted dinner and discussion forum and meet with like-minded global business leaders, click here.

Alternatively, you can email one of our Germany-based Business Development Directors:

Sonja Brass,

Andre Klose,

Stefan Weniger,

Read 10 Reasons Why LocLeaders Forums are So Popular

Welocalize To Present At EUATC Annual Conference 2017 In Berlin

April 17, 2017 – Welocalize, global leader in innovative translation and localization solutions, is presenting at the upcoming European Union Associations of Translation Companies (EUATC) Annual Conference 2017 in Berlin, Germany taking place April 20-21, 2017.

Tuyen Ho, VP of Corporate Development at Welocalize will be presenting “Do Your Headcount Numbers Tell a Growth Story?” as well as taking part in a panel discussion on human resources in the language industry on Friday, April 21, 2017.

“People are at the heart of the language service industry. Where companies choose to invest in talent is an important financial driver for creating sustainable growth,” said Tuyen Ho, VP of corporate development at Welocalize. “Welocalize looks forward to contributing and participating in the discussions at EUATC Annual Conference 2017 and sharing our real world experiences.”

The EUATC Annual Conference welcomes professionals from the global language industry each year to exchange experiences and best practices. This year’s conference will focus on the theme of management and sales and features a series of workshops and lectures delivered by industry leaders. Attendees will also benefit from a number of networking opportunities. For more information, visit

Welocalize, Inc., founded in 1997, offers innovative language services to help global brands reach audiences around the world in more than 175 languages. We provide translation and localization services, talent management, language tools, automation and technology, quality and program management. Our range of managed language services include machine translation, digital marketing, validation and testing, interpretation, staffing and enterprise translation management technologies. We specialize in consumer, technology, manufacturing, learning, oil and gas, travel and hospitality, marketing and advertising, finance, legal and life sciences industry language solutions. With more than 1,500 full-time employees worldwide, Welocalize maintains offices in the United States, United Kingdom, Germany, Ireland, Spain, Italy, Romania, Poland, Hungary, Japan and China.

Spotlight on Welocalize Global Offices Around the World

Global office 2016Welocalize is a truly global company with 19 offices across North America, Europe and Asia. Our global footprint is increasing all the time as we continue to serve and support global brands with specialized language services through their entire “globalized” customer journey.

To date in 2016, Welocalize has gained seven new offices in Europe and North America to support our expanding services and our growing number of clients around the world. Every location is unique with its own characteristics. Equally important, together we represent the Welocalize brand, common values and guiding principles built upon Welocalize’s 4-pillars of customer service, global teamwork, quality and innovation. Clients all over the globe have come to expect the same, consistent high levels of service from Welocalize and it is our mission to deliver – no matter where we are located.

Our office locations are able to support clients in every industry sector and with multiple content type and language requirements, often backed by specialization and unique skills important to the region. We thought we would give you a quick highlight of some of the ways we build a unified global culture. Here is a brief overview of some of our key locations around the world.


Frederick, Maryland USA

welocalize_frederick_marylandThe Frederick office is Welocalize global headquarters and the first Welocalize office to open in 1997 when Smith and Julia Yewell founded the company.  Our corporate headquarters has team members that work across multiple functions, including finance, human resources, administration, technology and innovation.  Frederick became an crossroad in the early trade routes in America, a city that is now known as an intersection between Baltimore, Maryland and Washington, DC.  Frederick is also the official “unofficial” headquarters to the legendary Fuzzy Match rock band, with founding member and lead bassist Smith Yewell.

Portland, Oregon USA

welocalize_portland_oregonPortland represents a diverse team responsible for support a global workforce and client base. Team members work across multiple functions, including innovation, service lines, operations and business development.  The Portland office houses one of our primary multilingual quality validation service (QVS) labs.  It is where we provide a robust range of product and software QA programs of functional and linguistic testing, supported by our multilingual staffing as well as quality program management and managed services. The Portland locale is one of the fastest growing locations, with expansion to meet the growing QVS demands.  It has a large team specialized in testing platforms for desktop and mobile projects for many global technology brands. Portland is a fun, creative and friendly city, and does maintain the city motto, “Keep Portland Weird!”

Boston, Massachusetts USA

welocalize_bostonThe Welocalize Boston office looks after multinational clients with locations across the United States, as well in Europe.  The team is made up of highly skilled project management and client service team members who work closely with our clients to service their language program requirements.  The Boston office specializes in providing complex programs with a wide variety of services across all content types, from e-Learning to global marketing. As Massachusetts’s capital and largest city, Boston is one of the oldest cities in the USA.

New York City, New York USA

welocalize_new_yorkOur New York office is the headquarters of Park IP Translations, a Welocalize company specializing in legal language solutions.  Park IP became part of the Welocalize family in 2012. Park IP Translations focuses on regulated industry services, including patent translations, e-Discovery and litigation translation, general legal content and foreign filings.  Although central operations for Park IP Translations are managed from the New York office, the growing Park IP teams are based all over the North America, Europe and Asia. New York is a global, multicultural city and this is reflected by the fact that more than 47% of New York’s residents speak another language. It is a perfect location for one of the world’s largest global language services providers.

Houston, Texas USA

houston office 2016Welocalize localization operations in Houston including diverse project and program services, including specialization in regulation, compliance and language solutions tailored for the oil and gas industry. Houston is one of the largest corporate headquarters for the oil and gas industry in the world. When Welocalize acquired CD Language Solutions in 2014, the company established a global center of excellence for our oil and gas solutions.  The team in Houston is representative of our colleagues in program and project management, business development as well as HR and legal.

San Mateo, California USA

welocalize_san_mateoOur Center of Excellence in Silicon Valley is headquarters to a team that provides services including language automation, program management, technology and innovation, audio and visual specialization and so much more.  Based on the West Coast of North America, the San Mateo office is centralized in the high-tech enclave near the San Francisco Bay Area. Welocalize has long been working with many of the world’s leading technology and consumer global brands throughout the region, providing a wide array of language service solutions.

Chicago, Illinois USA

chicago office 2016One of the most recent expansions for Welocalize was into the Chicago area.  Providing a central hub, the Chicago location serves as one of Park IP Translation and Welocalize’s centers of excellence in business development, innovation and project management serving the broad Midwest of North America. Chicago is one of the newer offices that resulted in the organic growth in clients and services.  The location is suited for direct client engagements in regulated industries for legal and life science solutions, as well as supporting Welocalize’s expanding consumer, technology, finance and manufacturing clients in the region.


Dublin, Ireland

welocalize_dublinDublin is a bustling and thriving hub for the localization industry. The office in Dublin is one of Welocalize’s largest with a number of functions and operations, including program management, talent management, operations, administration, business development, finance, technology, innovation, language automation, administration, human resources, quality and more. Located at the Cherrywood office complex, Welocalize is among the growing number of global technology companies that have large working enterprises based in Ireland.  Welocalize has long partnered with most of these brand leaders.  The Dublin is a vibrant city and hosted the recent Welocalize LocLeaders Forum and Localization World 2016 events.

Chester, Cheshire UK

chester officeThe Chester office is our newest office location, though we have long been in the region with our office originally in the city of Tarporley. Read more Welocalize Moves to Chester in United Kingdom to Support Growth. The team members in this UK office provide a variety of services for our global team members as well as clients, including program management, administration, human resources, marketing and global sales support, as well as IT and finance support.  Chester is an historic English city, dating back to the Roman invasion and settlement of the British Isles. The office is located in the iconic Steam Mill building, close to the center of the city and the University of Chester.  Welocalize has successfully partnered with University of Chester since 2012 to provide internships to students.

London, England UK

londonThe London office is where Adapt Worldwide, Welocalize’s multilingual digital marketing agency, is headquartered in the vibrant city center. It also is a central hub with team members representing our entire brand family, including Park IP Translations, Nova and Welocalize.  Adapt Worldwide specialize in the cultural adaptation of digital marketing content across 175 languages, including specialization in SEO, paid media, app store optimization and global content transcreation and copywriting services. In February, Welocalize acquired Adapt Worldwide, formerly known as Traffic Optimiser.  Similar to New York, London is one of the most multicultural cities in the world. More than 300 different languages are spoken by Londoners, either as a first or second language. Read more Welocalize Acquires Multilingual Digital Marketing Agency Adapt Worldwide.

Poznan, Poland

poznanAdapt Worldwide also has an office in Poznan, Poland.  It is home to Adapt’s development and specialized design and build digital marketing services.  Growing in marketing and digital specialization, Adapt Worldwide continues to grow the team located in this important region. Poznan is the second most important commercial city in Poland, after Warsaw, and has its own world trade center.  It is important to Poland, as Poznań is today one of the largest Polish centers of trade, industry, sports, education, technology, tourism and culture. Education is very important with more than 130,000 students enrolled into the third biggest Polish university, Adam Mickiewicz University.

Luton, England UK

lutonIn the recent acquisition of Nova, a Welocalize company, we have gained a new location located in Luton, United Kingdom.  Primarily focused on providing solutions and support for life sciences and Nova client’s the Luton team is another hub for our growing regulated industries language services. Luton is 30 miles (50 km) north-northwest of London. Historically, the town is famous for making hats and is the head office of Vauxhall Motors and now another European Welocalize global office.

Milan, Italy

Office Images.004Our Milan office houses Agostini Associati, acquired by Welocalize in November 2014. Agostini, a Welocalize company, is a leader in financial translation and localization services that provides services in Italy and throughout Europe.  Agostini offers a broad range of language solutions to finance and legal professionals, as well as business leaders in multinational organizations across a variety of industries from fashion to manufacturing.  A well-respected team of professionals at Agostini are able to deliver quality langauge services vital for financial filings and audits, as well as language support in Italian for all content types. Read more at Welocalize Acquires Agostini Associati in Italy.  As one most populous cities in Europe with 7-10 million people in Greater Milan, it is positioned as one of the top five economies in the EU.

Barcelona, Spain

barcelonaWelocalize recently acquired Nova Language Solutions, now known as Nova, a Welocalize company in 2016.  The headquarters for Nova are located in Barcelona. The acquisition aims to strategically increase Welocalize’s growing portfolio of regulated industry language solutions for life sciences. Nova is a leading organization in the life sciences market, including biotechnology, pharmaceutical, medical devices and contract research. Read more: Welocalize Acquires Nova Language Solutions to Expand Life Sciences Solutions. Barcelona is famously attractive to tourists for it’s arts, food, culture and location off the Mediterranean Sea. The city is also known for trade, as a top 10 economy in the EU. It is home to Gaudi’s architectural genius and also capital to the community of Catalonia in the Kingdom of Spain.

Saarbrücken, Germany

Office Images.003Welocalize in Germany is home to a large group of talented linguists and language service professionals who work closely with Welocalize clients in providing solutions for a variety of content types.  The group is one of Welocalize’s internal translation teams, providing language support for top 10 requested languages at Welocalize. Located in the city that is known as a cultural metropolitan area with strong commercial ties to Germany and France, you’ll find Saarbrücken next to the French border in the area known as Saarland.

Cluj-Napoca, Romania

clujThe Cluj office is one of Welocalize’s expansion offices that is also where you will find talent management and recruiting professionals, skilled project managers, business development and support groups, quality management, training and development, along with technical services.  Located in Eastern Europe, Cluj-Napoca is important to Welocalize’s sun-up sun-down support strategy for supporting a group and large multinational client base.  The city, which is the second largest in Romania, is considered the unofficial capital of Transylvania.  It is geographically an important area for expansion with the strong language and education programs in the region.


Beijing, China

welocalize_beijingThe Welocalize offices in China are important centers of excellence for localization testing, project management, translation, engineering and quality services for clients in Asia and around the world.  One of Welocalize’s largest offices, Beijing is an important location that helps us service our global brand around the clock.  The Beijing team has representative team members from all functional areas, including: business development, finance, talent management, operations, HR, administration and more. Welocalize and Park IP Translations both have growing commercial and operational teams in this urban city known as China’s political, cultural, and educational center. Beijing is capital to the People’s Republic of China and home seven World Heritage sites, including The Forbidden City and The Great Wall.

Jinan, China

welocalize_jinanWelocalize has a large global center located in Jinan, China. It serves as an important hub to the overall Welocalize client support and language services strategy.  In fact, as one of our in-house translation locations, Welocalize provides translation for both Simplified and Mandarin Chinese from offices in China. Simplified (Traditional) Chinese was the #1 language request in 2015 from Welocalize’s client with more than 166,184,680 words translated by Welocalize. Mandarin Chinese has the most native speakers of any language globally, with a fifth of the world’s population speaking the language. Jinan, a regional area of the world that has been inhabited for more than 4,000 years, is the capital of Shandong province in Eastern China.

Tokyo, Japan

welocalize_tokyo_japanThe Welocalize office in Tokyo houses a talented and diverse workforce, including project managers for our Japanese clients and global projects relating to a variety of Asian languages Qualified linguists handling translation, quality control and training. It is also a center for business development, language solutions and automation and specialized linguist services. Read Expert Insights on Localization in Japan.  Tokyo is technically not a city, it is officially governed as a “metropolitan prefecture” with a prefecture population of more than 13 million people.  Japanese was the second most requested language for translation services by Welocalize in 2015.

The number of offices Welocalize maintains is 19 and we expect will grow that number over the coming months and years to best serve our clients through their entire customer journey, from patent filings to go-to-market content. Welocalize also has a large global workforce that works throughout the world.  It is the strength of our global team, supported by our vast network of language partners, that we are able to help our clients with their globalization business requirements in more than 175 languages.  It is what we do, doing things differently. We are more than just words.

Welocalize 19 Global Offices

This global office overview was prepared by Matt Johnson, a member of the global sales support and marketing team located in Chester, UK.  Matt is also an intern through the University of Chester Master’s program.


Localizing Digital Marketing Campaigns for Germany

iStock_000017666117_MediumGermany is the largest national economy in Europe and the fourth-largest by nominal GDP in the world. With more than 51 million digital consumers in 2014, Germany enjoys the greatest e-commerce customer potential within Europe. Only China, Japan and the USA record higher digital consumers numbers. Germany’s prosperity makes it economically attractive to many international organizations and it also makes it a highly competitive marketplace. For the localization managers and global marketers, there are a number of factors to take into consideration before implementing a digital marketing campaign.

In Germany, business culture is very formal and direct. German business leaders, as well as consumers, expect complete trust from all parties and this can present challenges when using some popular digital marketing tools and techniques. There is a feeling of mistrust of Internet, email and social media security. Germans take the protection of the privacy and confidentiality very seriously and this must be taken into consideration when identifying the appropriate marketing tools and method of contact. Key to success is culturally adapting any content so it is appropriate to the local market. German consumers don’t like to be “sold to” and they appreciate informative and specific information.

Social Media & SEO

More than 75% of Germans use the Internet in some way and of these, 75% are registered on at least one social media site. As with many economies, most social media network are used by the younger generation, with 90% of the 14-29 year-old population registered on them. The use of social media in German businesses is rising. It is important to take into account the demographics and levels of usage of each form of social media and each social networking site by German companies as a whole, in order to plan an effective campaign. Almost half of organizations in Germany use social media for marketing purposes, and a further 15% plan to use it in the near future. Facebook, Xing, Twitter, YouTube, Blogs, LinkedIn and Google+ are the most commonly used social media tools in Germany. Contrary to a large proportion of Europe, Xing is more commonly used as a business and professional social media tool than LinkedIn.

As with all international marketing campaigns, localizing SEO, tags and keywords must also form part of the digital marketing campaign. Never “just translate” keywords from original language materials. Each country and culture will use different search phrases and engines. Some key German search engines include Google Deutschland, Yahoo! Deutschland,, DeuSu (ad free and financed by donations), Fireball (only allows submissions from German URLs) and Suche Freenet.

Web Design and Development

German consumers and business owners value a well-designed website that looks good, provides unambiguous and to-the-point information and is easy to use. Setting up a website in a duo-lingual format is a necessity, so as not to marginalize otherwise lucrative markets. A website should always be tailored towards its intended audience. The UI must also be customized for the local language, and in the case of Germany and the rest of the DACH region, you have to accommodate the high number of long words within the German language. Text expansion is common when translating into German and this must be taken into consideration for any marketing materials, online and offline. The DE website should be clear and easy to navigate, as complicated web page designs are likely to put off the German consumer.

Logos & Digital Branding

With all localized marketing materials, it is important to avoid symbols with a specific meaning to your location, as they may not be understood in the target market, or may even be deemed offensive. For Germany, most standard symbols, such as the thumbs up sign, are recognized. However, business should be cautious before deciding on their branding technique. Germans generally demand a simple logo that reflects the company and what it represents. The top worldwide German brands, such as Audi, BMW, Siemens and Adidas all have logos that are instantly recognizable not only in Germany as well as around the world.

Email Marketing Campaigns

It can be very challenging for marketers to reach new customers and clients in Germany through email marketing campaigns, as approximately one in five emails are blocked or flagged as spam, due to the high priority and value most Germans place on online security. It doesn’t mean to say you don’t use email marketing in Germany, it just must be highly targeted with localized content.

Once a market and consumer base has been established, setting up a digital marketing campaign in Germany can be rewarding, but it requires the expertise and knowledge of a language provider who has in-depth knowledge of German marketing techniques, not just German translators, to ensure any campaign meets the unique needs of the German consumer.


Matt Johnson is a member of Welocalize Global Marketing and Sales Operations Team. Matt is a fluent German speaker and lived in Germany while completing his studies.

Terminology Management for Translating Technical Communications


The localization and translation industry deals with a wide variety of clients, content, industries and projects. No two projects assigned to us by our clients are ever the same. For this reason, we need to ensure that our localization programs are tailored to our client’s unique needs and their business sector.

One very important aspect of customer-centric approach is making sure we use consistent terminology that is appropriate and correct for each client and applicable industry sector(s). Translating technical content types needs particular focus on good terminology management. Often, industry-specific technical information and diagrams are authored with high levels of expertise; therefore, any subsequent translation must be delivered with the same level of quality and accuracy as the original source. Quality is essential.

According to an in-house survey conducted by Welocalize of some of Europe’s leading manufacturers, 75% of respondents claimed that “inconsistent terminology” has caused them the greatest frustration and challenge when creating and translating content.

Terminology is a set of defined words used by a particular brand, vertical market sector, company or product type, often specific to an industry. One such example of this can be found in the German language, where every tool and piece of equipment or machinery has a specific name, to explain exactly what it does, rather than the often-vague descriptions used in the English language. In English, a simple word such as pump can mean anything from a water pump to a bicycle pump, or an automotive pump to a large equipment pump. In German; however, a different word is used depending on the function of the device and what it the pump is required to “pump.”

Businesses require a meticulous and precise translation regarding their products, with little or no tolerance for error. Due to the highly technical nature of some documentation and instructions, errors could in fact be fatal. Incorrect usage of words or terms in certain health and safety or compliance content could have high risk and even compromise the safety of the end-user.

To this end, a terminology database must be established to effectively manage specific terms. Even if you utilize a simple shared spreadsheet or implement a terminology language technology solution, consciously applying time and resource to managing terminology within the organization will ensure better quality technical translations. Welocalize utilizes offers terminology management programs and technologies to assist with this component of the translation workflow.

Translators are in a better position to deliver high quality translations when they are armed with information, terminology and style guides for any translation and localization projects they are working on for a client. If different translators use different words and different sources, the process becomes confusing, inconsistent and leads to a loss of accuracy. In the end, it can result in wasting time and money. This is also likely to affect the reputation of the brand, if not managed correctly.

The Annual tekom and tcworld 2015 Conference takes place in Stuttgart, Germany, November 12-14.  I will be attending and I looking forward to talking with attendees and sharing knowledge and experience in the area of technical communications and documentation, translation, localization and terminology management. You can learn more about the event at If you are planning to attend, please reach out to me at


Based in Germany, Tobias is Business Development Director at Welocalize.

Further Reading:

The Role of Technology in Localizing Technical Translations

Welocalize and Global Manufacturing: The Importance of Effective Terminology

Welocalize Terminology Management Solution – Teaminology:  

Getting to Know Welocalize in Germany

Day in the Life of Antje Hecker, Production Business Director at Welocalize in Germany

In our “Getting to Know Welocalize” series, we are sharing the words of our global team members and how their work helps our clients achieve their goals. We call this fulfilling your potential. In this new post, Antje Hecker shares a day in life in Germany at Welocalize, in her words. It is a look into how Welocalize’s diversity, culture, and expertise empower us in doing things differently.

saarbrucken getting to knowThe Welocalize Germany office in Saarbrücken was founded in 1995. After three years of close collaboration with the Welocalize headquarters in Frederick, Maryland, we evolved into the go-to provider for German and French translations. We became part of the Welocalize family in 2000, as Smith Yewell’s first acquisition. Around 2009, I became the Production Business Director for Welocalize in Germany, managing the functions responsible for the delivery of English-French and English-German translation and respective supplier sourcing.

Since I joined the company in 1997, I have been given the opportunity to take on a number of different roles and gain experience in many areas of the localization industry. I have worked in an international environment, contributed to the development of a new service delivery model from a business analytics and a talent development perspective and optimized internal workflows and solutions to adapt to new client requirements. I have also helped to increase the translation productivity of internal languages and structured and scaled a geographically distributed and quality-focused team to meet our ongoing client expectations. It has been a very busy couple of decades!

Over the past couple of years, my activities have been primarily focused on the standardization of processes in what was coined as Production Business Unit (PBU) language teams across the company. Since mid-2014, Welocalize changed some of its supply chain management and with that came with change and innovative vision. It is my main mission now to facilitate organizational change and the implementation of new service models to turn the PBU at Saarbrücken into a full-service, financially viable German Language Service Center of Excellence.

This is something that cannot be achieved overnight and requires focus on a daily basis. It is dependent on a close collaboration of groups inside and outside of our German location to build the prerequisites for a real change. We know that the localization industry is always evolving. Significant progress will be made with continual progress on the technology tools we use internally as a company and with clients.

We have recently kicked-off an initiative to review and re-categorize freelancer translators, based on a number of standard characteristics: rates, quality scores, availability and service attitude, review capacity. We are growing our innovative independent freelancer model,  as we engage, train and develop new freelance recruits. All these activities are aimed building up different cost-efficient solutions, taking into account the specific quality expectations of our clients. It also means transferring account specific-knowledge to the freelancer community, while concurrently retaining the knowledge within the company. This approach will open the doors to new service offerings in relation to QA for accounts that are handled by the freelancer model. We are building a team of freelancers that have the right knowledge base, custom-tailored for the individual needs of a client.

As well as working on the freelancer model, I also have managerial and operational duties to the German office overall. I engage regularly with our finance department to support monthly payrolls, deal with HR-related topics and coordinate any production requirements with IT. This includes making my team laugh when I have to climb on a chair in the server room, mobile pressed to my ear, to get advice on which button needs to be pressed to restart one of the servers. As the lead on the German Welocalize Team, there are no boundaries to what I will do to make sure everything run smoothly and efficiently for Welocalize and our clients! And it is fun too.

antje hecker welocalizeAntje

Based in Saarbrucken, Germany, Antje Hecker is Production Business Director at Welocalize.


The Getting to Know Welocalize blog series highlights our team members around the globe and the work they do for our valued clients.  In their words, it gives you a look into how Welocalize’s diversity, culture, and expertise empower us in doing things differently. You can view all here Getting to Know Welocalize posts here:

Getting to Know Welocalize CEO Smith Yewell

Getting to Know Welocalize in Germany – Day in the Life of Antje Hecker, Production Business Director at Welocalize in Germany

Getting to Know Welocalize and Agostini Associati – Day in the Life of Guido Panini, Sales and Marketing Manager at Agostini Associati, a Welocalize Company

Getting to Know Welocalize Quality and Training -A Day in the Life of Liz Thomas, Senior Director of Quality and Training at Welocalize

Getting to Know Welocalize in the United Kingdom – A Day in the Life of Joanna Hasan, Enterprise Program Manager

Getting to Know Welocalize Marketing

Getting to Know Welocalize Business Development Europe – A Day in the Life of Steve Maule, Welocalize Business Development Director in Europe

Getting to Know Welocalize Interns by Louise Donkor, Welocalize Global Marketing and Sales Support

Getting to Know Welocalize Business Development in North America – A Day in the Life of Monique Nguyen

Getting to Know Welocalize in China –An Interview with Alex Matusescu, Director of Operations

Getting to Know Welocalize in Japan -Interview with Kohta Shibayama, Senior Project Manager in Tokyo

Getting to Know Welocalize Development -Interview with Doug Knoll, VP of Software Development at Welocalize

Getting to Know Park IP Translations Operations – A Day in the Life of Nicole Sheehan, Regional Director of Operations at Park IP Translations, a Welocalize Company

Getting to Know Park IP Translations

Getting to Know Welocalize – Ten Interesting Facts You May NOT Know About Welocalize

Getting to Know Welocalize Staffing – A Day in the Life of Brecht Buchheister

Welocalize to Present at tekom and tcworld conference in Germany

Frederick, Marytcworld 2014land – November 5, 2014 – Welocalize, global leader in innovative translation and localization solutions, will be exhibiting and presenting at the tekom and tcworld annual conference, taking place in Messe Stuttgart, Germany, November 11 – 13, 2014. The tekom annual conference together with the tcworld conference and tekom fair is the largest global event and marketplace for technical communication.

“Welocalize has many years of experience working with companies who generate large volumes of technical communication content,” said Christian Zeh, director of business development in Germany at Welocalize. “We’re looking forward to bringing in-depth industry insights to this year’s tekom and tcworld conference and sharing best practices on how companies can better drive international revenue by developing innovative global content strategies.”

Welocalize will be presenting at the following sessions:

Tuesday, November 11 at 11:15am – Christian Zeh, Welocalize director of business development in Germany will present “User-generated content – cost-effective solutions for multilingual publication.” He will discuss localization of user-generated content (UGC), including the challenges and solutions for translating this growing content type.

Tuesday, November 11 at 1:45pm – Derek Coffey, Welocalize SVP of technology will deliver a tools presentation entitled, “GlobalSight Translation Management System Supports COTI to Enable CMS.” He will provide insights into the latest developments of Welocalize’s GlobalSight, including the new COTI connector.

The Welocalize team will be meeting with attendees at exhibition booth 2G09 to meet with technical communication experts.  Welocalize will share expert insight and best practices for the localization and translation of technical documentation and related content types.

For more information or to attend the tekom and tcworld conference, please visit

About Welocalize – Welocalize, Inc., founded in 1997, offers innovative translation and localization solutions helping global brands to grow and reach audiences around the world in more than 125 languages. Our solutions include global localization management, translation, supply chain management, people sourcing, language services and automation tools including MT, testing and staffing solutions and enterprise translation management technologies. With over 600 employees worldwide, Welocalize maintains offices in the United States, UK, Germany, Ireland, Japan and China.

Welocalize Office Exchange Program: Cheshire to Saarbrücken

Sarah Evans WelocalizeSarah Evans is the Language Team Lead based in Welocalize’s Cheshire office in the UK. She recently spent three days visiting the Welocalize office in Saarbrücken, Germany. Sarah shares details about what she gained from her visit through the Welocalize Office Exchange program and what it was like to be in Germany during the World Cup.

Back in March of this year, I was given the chance to apply for the Welocalize Office Exchange Program. For me, the natural choice was to visit our German office in the city of Saarbrücken to see what the similarities were in terms of our office’s employee structure, to gain a deeper understanding of their day-to-day business processes and to see which computer-assisted tools they used to process translations and proofreading projects. It was also an opportunity to brainstorm ideas with the PM and translation teams and to share my experience and offer training on the Across translation tool, which is now used by the German office by one of their biggest clients.

I was told in advance that the journey to the German office would be a long one, yet armed with a good book, I was able to take in the breath-taking scenery as I passed through the German wine-growing region and its extensive vineyards. I had arrived in the town of Saarbrücken by early evening and was able to have a nice, enjoyable stroll along the main shopping street and discover its main eateries.

My visit to the Welocalize German Business Unit covered three days, in which I spent time with various lead translators for some of the UK’s leading accounts. As the person responsible for creating and maintaining the Welocalize master glossaries, I was able to share some expertise on how to optimize using glossaries in MultiTerm format within the translation environment, as well as to streamline the process of the German office updating the Eng-German Welocalize master glossaries.

The most note-worthy difference between the two offices is the number of in-house translators. The UK office has just two in-house linguists, whereas the German office has 22 full-time and part-time translators, who either work from home or from the office. As such, the translation environment at the Saarbrücken office is much larger and offers the translators a nice, quiet, pleasant workspace.

The most positive aspect of my visit was seeing that the work the in-house Language Team does on the Welocalize master glossaries and MultiTerms does really pay off in terms of increasing consistency of terms and thereby improving the overall quality of translations. The German translation team, on the other hand, are real advocates of returning new terms to add to our glossaries which will ultimately be approved by our in-country client reviewers or MOs. In the long term, this also increases the speed of processing translations, as terms will be actively displayed in the CAT tool, for translators to quickly insert into their document to be translated.

I was also able to immerse myself in the local culture during my visit, with the Word Cup, known locally as the “Weltmeisterschaft” or “WM” being played on large screens in and around the town on my last evening. Inevitably this had to be rounded off by the local cuisine of “Knödel mit Leberwurst” – dumplings with liver sausages and a not so local glass of Merlot. A thoroughly enjoyable insight into life from another Welocalize office, and a splendid bunch of people there too.


Welocalize Office Exchange Program from Cheshire to Germany

SaarbruckenRachel Forshaw is an Enterprise Program Manager at the Welocalize United Kingdom Headquarters in Cheshire. She heads up a team of Project Managers who look after various global clients. Rachel recently took part in the Welocalize Office Exchange Program and traveled to our office in Saarbrücken, Germany, to better understand the language translation processes and meet the team.

The team at the UK office has been working with the some of the team based at our German office for a few years now. For one of our large manufacturing clients, we send a lot of technical content through to the in-house Welocalize translation teams at Saarbrücken, for French and German. So I wanted to visit the teams to understand the day to day challenges they face working as a translator. The trip also gave me the opportunity to meet key people located there and hear first-hand about how they are set-up and what processes they follow. At the end of the week, I was also able to visit my client’s German office.

Before I had even arrived at the office, one of the first things that struck me on the exchange was how beautiful the countryside is in this part of Germany. It seemed a long time since I lived in Würzburg during my university days. The train journey down to the Welocalize office from Frankfurt gave me the opportunity to be reminded of the scenic landscape.

Once I had arrived, it was fantastic to meet Welocalize team members including Antje, Sonja, Marie, Anja, Tanja, and Anika. Everyone was so welcoming and really appreciated the chance to talk with me to see how we can improve the processes and communications. It gave me a real insight and I think we all felt at the end of the week it was great to have this closer communications and understanding of each other. The team were also kind enough to invite me out and so a few of us enjoyed a nice meal on my last night at a restaurant in the main square in Saarbrücken.

Visiting our client in Germany was also massively valuable and part of a wider initiative this year for me to visit the various client’s marketing offices across the globe. Engaging with these local offices, who handle the client reviews as part of the translation workflow, is key to our language quality program and review process improvements that we have set for this year.

Overall, my time at our Germany office was productive, valuable and personally enjoyable. It was fantastic to be able to make personal connections with colleagues and get an understanding in to how our translation processes work in another office. We accomplished so much and I can’t wait to go back.


Welocalize First English-Speaking Language Services Provider to Qualify for Across Accreditation

Fredrick, Maryland – December 19, 2013 – Welocalize, a global leader in translation and localization solutions, is the first English-speaking Language Service Provider (LSP) to qualify for the “Across Certified” distinction. Germany-based Across Systems GmbH is the manufacturer of the Across Language Server, a software platform for corporate language resources and translation processes.

Across began offering an extensive training program for language service providers in July 2013.  Welocalize was first to take advantage of the certification to best service their current and future clients using the Across technology.

Welocalize sent a team to Germany to attend the comprehensive training and qualify for full accreditation in the Across localization and translation tools.  The program covered key aspects of deployment, work-flow processes, project management, and terminology in addition to system administration.

“The Across Language Server is used to manage translation projects for some of Welocalize’s top global clients,” said Joe Hickey, enterprise program manager at Welocalize. “It is valuable for us to be qualified, certified and experienced in maximizing the full capabilities of the Across platform to best support our growing client’s language technology needs.”


You can read the top reasons why Across Certification is important for Welocalize here.

The recent press release from Across about Welocalize’s certification is available here.

Press release link:

About Welocalize – Welocalize, Inc., founded in 1997, offers innovative translation and localization solutions helping global brands to grow and reach audiences around the world in more than 120 languages. Our solutions include global localization management, translation, supply chain management, people sourcing, language services and automation tools including MT, testing and staffing solutions and enterprise translation management technologies. With over 660 employees worldwide, Welocalize maintains offices in the United States, UK, Germany, Ireland, Japan and China.


Welocalize Office Exchange: Heiko Travels 4,928 Miles from Germany to China

01_Beijing at nightHeiko Messeringer is a Language Project Manager for Welocalize and based in Saarbrücken, Germany. He recently flew over to China to visit the Welocalize offices in Jinan and Beijing as part of the Welocalize Office Exchange Program.  We asked Heiko about his recent experience.

What do you do Welocalize?

I work as a Language Project Manager. So, I am taking care of the localization life cycle for clients, including linguistic work. This starts with analyzing the hand-off information and ends with the delivery.

Why did you apply to go to this office as part of the Welocalize Office Exchange Program?

As we receive the bulk of our work from China, I wanted to see how things are done at these two locations. I also wanted to share information on our processes.

In one word, how did you feel when you found out you were accepted on the program?

Happy! :-)

What surprised you most the exchange?

The offices in Jinan and Beijing are so huge! There are two floors in the Beijing office.  It is very different from our office in Germany.

09_Tasty foodDid you eat anything you would not normally have eaten at home?

If I did, I’m not aware of it as I could not read the menu. I should answer this with I ate “everything”. I don’t usually eat such tasty and spicy food when I’m in Germany.

What did you learn in your experience that you didn’t expect?

I thought that people would not be so vocal and would not ask questions during the meetings and training. I was wrong….I was asked some great questions when I presented to the teams. I really appreciated the interest and enthusiasm from all the teams I met in China.

What are two things that stand out in your visit?

Never trust the traffic signal when you cross a street in China!

We have very nice people in our company.

How do you think the business will benefit from your exchange experience? 

More appreciation and understanding between the offices in regard to the work being done on both sides. We may be nearly 5,000 miles apart but now we feel much closer.


05_Wilson and me04_Shawn and me