In this episode of the Multilingual Content Podcast, Nicola sits down with Veronica, the Localization Manager at Eventbrite, to dive into the intricate world of localization and internationalization. Veronica shares her journey of leading Eventbrite's localization efforts, from being a solo contributor to scaling a global operation that supports diverse audiences around the world. Veronica discusses the challenges of building a localization program from the ground up, particularly when resources were limited, and how she leveraged her past experience to streamline processes and implement tools that ensured scalability. She highlights the importance of understanding when it's time to expand localization efforts and the key indicators that signaled this for Eventbrite. Throughout the conversation, Veronica emphasizes the significance of addressing internationalization issues early on, such as resolving technical bugs and ensuring user interface elements are culturally relevant and functional across languages. She also shares how to effectively prioritize which markets and languages to target, using research, customer feedback, and competitor analysis to guide these decisions. Listeners will get insights into the technologies and tools Eventbrite uses to automate their localization processes, and the critical role of slowing down to build strong foundations for future growth. Veronica offers valuable advice to localization professionals, touching on the importance of keeping an open mind, avoiding tunnel vision, and continuously seeking innovative solutions. For those looking to scale their localization programs, Veronica shares practical strategies, from managing technical resources to fostering collaboration across teams. She also reflects on how success in localization is measured not just by numbers but by the level of influence the localization team has on the company’s global strategy. Whether you're new to localization or a seasoned pro, this episode offers a wealth of knowledge on how to navigate the complexities of building a successful localization program in today’s global market. Tune in to hear Veronica’s expert tips on localization strategy, technology, and the lessons she’s learned along the way.