Danielle Serejo

- Support the development and operationalization of New Balance’s EMEA localization and transcreation capabilities, helping establish AI scalable processes, workflows, and governance frameworks for multilingual content operations - Partner cross functionally with marketing, creative, brand, and regional stakeholders to map localization needs, define operational requirements, and support international campaign readiness across regional markets Manage transcreation and localization projects from end-to-end and workflows for marketing, retail, and customer facing content, ensuring cultural relevance, linguistic quality, and premium brand consistency across multilingual assets - Coordinate vendors, stakeholders, and localisation activities across fast-paced campaign environments while contributing to process optimisation and operational scalability initiatives - Conduct linguistic and creative quality reviews to support consistent tone of voice, regional adaptation, and high-quality multilingual customer experiences Key Achievements: Contributed to the establishment of New Balance’s localization operational capabilities by mapping workflows, identifying process gaps, and supporting scalable localization and transcreation frameworks for global content operations

- Lead transcreation and localisation operations for EMEA marketing, retail, and customer facing content, ensuring cultural relevance, premium brand consistency, and high-quality multilingual experiences across regional markets - Drive localisation strategy and operational excellence through workflow optimisation, TMS governance, terminology management, QA frameworks, and AI supported automation initiatives improving scalability and efficiency across global content operations - Partner cross functionally with marketing, creative, product, retail, and design stakeholders to support international campaign launches, multilingual content delivery, and localisation lifecycle management in fast paced agile environments - Oversee linguistic quality, transcreation reviews, vendor collaboration, and localisation processes while contributing to continuous improvement initiatives and operational performance goals Key Achievements: Achieved a 30% reduction in localisation costs in the first quarter by implementing AI-driven automation, process optimization, and scalable operational improvements across multilingual workflows

Develop and maintain a comprehensive term base and terminology to support QA processes and ensure consistency across projects. Lead end-to-end localization applying PRINCE2 foundations for books, exams, and web content, managing deliverables across multiple languages and ensuring timely execution. Coordinate closely with language service providers (agencies) and internal teams to drive smooth communication and efficient project workflows. Conduct QA checks to maintain linguistic accuracy, adherence to terminology, and compliance with style guides across more than 10 languages. Address quality issues reported by customers by implementing corrective actions and continuous improvements to enhance overall quality. Build and sustain strong relationships with external vendors and subject matter experts, providing support and training to meet evolving project requirements. Optimized QA processes and term base management, improving accuracy and consistency between internal and LSP teams while reducing project delays and issues.

Serve as LocLunch Barcelona Ambassador, contributing to event organization and planning while representing the localization industry at networking events to strengthen community engagement and foster professional connections.

Mapped and localized content across more than 2,000 repositories in 10 languages, improving localization efficiency, quality, and accuracy. Streamlined workflows by supporting Translation Management System (TMS) and locale implementations, driving process optimization and automation during the development stage. Supported complex locale implementations, including right-to-left languages such as Arabic, ensuring proper functionality and user experience. Analyzed and troubleshot technical aspects of projects to guarantee successful localization of highly technical and complex content. Managed the localization of over 200 apps and APIs for the VTEX App Store, collaborating closely with development teams to enhance customer satisfaction and expand product reach.

Produced UX/UI content for core user-facing products—including delivery services, restaurants, RappiBank, and RappiPay—ensuring alignment with user needs and business objectives. Contributed to the redesign of the customer support strategy and content, focusing on creating a more user-friendly experience and reducing response times. Developed FAQs and customer support materials to provide clear and accurate information for resolving user issues. Fostered cross-functional collaboration with the design team, resulting in a cohesive approach between localization and content creation. Increased product usability by delivering clear and effective UX/UI content for core products and support experiences.

Localized global content for key user journey touch points—including onboarding, search, home, and checkout—optimizing conversion rates across Brazilian and Latin American markets. Streamlined the localization process by implementing a Translation Management System (TMS) and automating workflows to synchronize with product development, design, and branding teams. Created and maintained terminology resources, glossaries, style guides, and other reference materials to standardize content across Latin American locales. Developed, transcreated, and proofread web and app content for a variety of products and stakeholders, ensuring alignment with user needs and business objectives. Crafted and edited marketing copy for in-app communications such as push notifications, banners, and alerts, driving user engagement and enhancing regional appeal. Successfully supported the launch of several products focused on the Brazilian market and an additional 10 locales by creating and implementing a localization automation strategy and workflow integrated with product and development teams.

- Master in Project Management - Diploma in Expertise in Coaching and NLP - Spanish for Business Program

- HTML/CSS - Core JavaScript - Backend development using NodeJS - Modern front-end development with React - Databases

- Localization workflows, roles and technology tools - Machine translation tools and techniques - Major principles of UA and UI localization engineering - Localization and terminology management tools

- Advertising and propaganda - Journalism - Public relations - Marketing - Events management - Communication policies and theory