Tallinn Metropolitan Area
I didn't plan to work in localization. I was promoted into it — no degree, no roadmap, just a fast-moving iGaming company that needed someone to make things work. So I made them work. Over the past 7 years I've built and run localization operations from the ground up. At Soft2Bet I managed a team of 10+ freelancers delivering content across 12 languages simultaneously — under real deadlines, with real accountability. I didn't inherit a system. I built one. What I've learned is that localization breaks down in predictable places: unclear ownership, no terminology control, freelancers working in silos. I fix those things. I rebuild workflows, set quality standards, and create the kind of structure where a distributed team actually functions like a team. I didn't learn this in a classroom. I learned it by doing it, breaking it, and making it measurably better.
Own end-to-end content localization strategy across 2 online casino brands, delivering player-facing content in 11 languages across European, Australian, and Asian markets. Act as the central bridge between content, product, and marketing teams to ensure every market receives culturally relevant, on-brand, and timely localized content. - Manage full-cycle localization of casino content — game descriptions, promotions, landing pages, UI strings, and CRM communications — across 11 language variants: English (UK & AU), German, Spanish, Portuguese, Turkish, French, Russian, Japanese, Finnish, and Estonian - Drive cross-functional alignment with content, product, and marketing teams to synchronize localization delivery with campaign launches and product releases - Build and manage a network of freelance translators and external vendors, maintaining quality control and cost efficiency across all language pairs - Own and continuously develop localization infrastructure: translation memories, brand glossaries, and style guides ensuring consistency across both casino brands - Lead internationalization initiatives supporting entry into new markets and brand launches
Pioneered the localization function at a fast-growing iGaming company, building the entire operation from scratch with no prior infrastructure or formal handover. Developed workflows, vendor networks, and quality standards that enabled the company to scale content delivery across 10+ languages simultaneously. - Built and scaled a multilingual content delivery operation from zero, covering 10+ languages in a fast-paced iGaming environment - Recruited, onboarded, and managed a hybrid team of in-house and remote translators, establishing quality benchmarks and performance standards - Took full ownership of localization budgets, optimizing vendor spend while maintaining delivery quality and timelines - Created a centralized translation database, glossaries, and process documentation — establishing the foundation for long-term localization scalability