Improve business processes, productivity and expansion to new markets with one key role – role of localization manager.

Localization is a booming industry. The market size of language services represents a $53 billion market. It is expected to grow to $73.6 billion by 2025. The translation services market accounts for more than half of the market.

Take a look at this – Can’t Read, Won’t Buy research, which is telling you that people prefer to buy products in their native language.

A localization project manager oversees the whole process of a company entering new markets. Localization managers are responsible for creating, implementing, and executing the localization strategy of a company, and managing translation projects from beginning to end. 

In this article, we will describe the role of a localization project manager, how it can benefit a localization project, business growth, and which tools they use in the process.

Let’s dive into it.

What does the Localization manager do?

A localization manager is a person you turn to for organizing the localization of your product.

Under localization, we mean making your company, and its products and services accessible in other languages, and not only in English.

There are different types of localization – for example, power sockets are different in the UK than in other parts of the world, so for this kind of product you need to do specific localization.

Software localization is more than translating because you need to focus on different currencies, and time zones, resize your design, and have cultural differences in mind.

The localization manager is the one who leads the team of people responsible for localization.

In big companies, you have a localization manager position and a team that he/she is leading.

Smaller companies typically have a ‘one-person fits all’ approach, where a localization manager or specialist deals with all departments (developers, marketers, designers, translators, etc.).

Another option for small companies is to outsource this localization manager’s duties. It’s possible that they don’t have enough work for a full-time job for a longer period of time. It all depends on the size of your project, your budget, and how much potential you see in the new market.

In each case, you would need some specific set of skills for the localization manager position.

Localization manager researches, coordinates and sets up the environment for translation to happen

It is important to be aware of the challenges you should overcome to enter the new market – a research analysis should be performed to develop your strategy and requirements for a localization manager.

Choosing the target market and language that offers the greatest return on investment will need a budget and software that will assist in the entire process.

Developers should prepare code, localization managers should find translators, ensure they will do a high-quality job, and that code is safe.

Coordination of those processes requires project management skills as well as knowledge of translation management systems. At the very least, knowing those systems exist and further researching the system that best suits your needs.

The biggest achievement for localization managers is to automate content updates and set up a continuous translation process.

Because localization is a continuous process, you need to use a localization technology that will smoothen the process. This will improve the speed and quality of a big website localization project.

Having localized content that carries the brand message across cultures while attracting customers globally is some of the biggest accomplishments of a localization manager.

The role of the localization project manager

We will split day-to-day responsibilities from strategic ones.

Day-to-day tasks usually include things like:

• establishing internal communications
• leading status update meetings or sprint planning
• preparing files for translation (together with the developer)
• reporting
• language services organization

From a broader perspective for localization manager role:

• research the market to determine which language is the right one for the given moment and company growth, and expansion plans. Use google statistics for this or have a look at the most spoken languages in the world
• measure performance on existing languages, like cost per customer acquisition, revenue
• put in place the localization strategy from beginning to end
• coordinate and select translators, freelancers
• cooperate with designers, content specialists, developers
• organize internal training
• ensuring high-quality output
• reporting of progress to internal stakeholders
• estimate project risks and project scope, and doing the prioritization
• research and implement the best localization technology available for your business needs to improve efficiency
• budget forecast for entering a new market
• monitoring statistics on return on investment for the company
• follows timely updates of the source text and syncs with translations
• leading briefs
• building regional guidelines with the specifics of a new market
• creating, maintaining, and managing glossaries and translation memory to provide brand consistency, and translation consistency
• setting up the environment in a translation management system with other apps the company is already working with
• ensures accuracy of translations by screenshots management for better context and by supporting communication

If you are outsourcing part of the localization process, the role of a localization manager is to ensure that the person with the correct expertise is selected. Also, your outsourcing partner needs to understand your product, the market you target, and your brand message.

When outsourcing localization, managers must be sure that partners are using the best and most suitable software and technology solutions for better tracking, reviewing, and overseeing the localized content.

Profile and competencies

Excellent project management and communication skills are required for this job.

A localization project manager is a highly cross-functional person, who overcomes cultural differences through detailed research of the local market.

Attention to detail is another great asset for being a localization manager.

Required experience and skills set for the localization project manager role:

• Working knowledge of industry-standard localization tools – tech-savvy
• Strong analytical problem-solving skills
• Strong attention to details
• Full professional fluency in English (additional languages are a plus)
• Proven track record of managing language localization projects and previous experience collaborating with Language System Protocols
• BA/BS degree or equal practical experience
• Excellent organizational, time management, and communication skills
• Cross-functional collaboration experience

A plus:
Multilingual: it is an advantage to be fluent in multiple languages.

Anyway, localization managers ar