Tell us who you are?
Hello Everyone! I’m Elizabeth Butters, working as a Business Development Manager for XTM International, helping LSPs find a great TMS system. I’m also the UK Chapter Sponsorship Manager, and Global Sponsorship Liaison for Women in Localization. I manage Sponsorship for the UK Chapter and liaise between our Chapters and Global Sponsorship teams.
Where around the world are you based?
I’m based at XTM International’s Head Office at Gerrards Cross, Buckinghamshire, UK, which is to the North West of London.
What do you do in the localization/globalization world?
I try to help people solve their localization technology challenges, breaking them down into achievable goals. I take a consultative approach which means each experience is both different, and stimulating. I really enjoy engaging with people at events, running presentations, providing tool demonstrations and networking. I get to spend a lot of time working directly with people, either at Language Service Providers, Academia or stakeholders at XTM International. I enjoy this very much, and would call myself a people person. I also volunteer as an organiser for “London Localisation Professionals Surgeries”, which started as monthly networking drinks in the city, expanding to discussion meetings around localization subjects.
Why did you join this amazing tribe?
In 2018, I heard about Women in Localization and the events they were running in London. I was attracted by the compassion and support provided by the UK chapter team and inspired by the tips and insights shared. During that year I was invited to join a remote working event as a guest speaker, for somebody with very little (1 year’s) localization experience this was both an honour and an amazing opportunity. I was hooked and keen to be further involved, I was soon invited to join the core team. XTM International has always supported my professional development and empowered me to grow within the community. I enjoy exploring ideas across the different parts of Women in Localization, getting to know this amazing tribe and finding creative solutions to challenges.
What would you say is the greatest challenge facing our industry?
Localization is still considered an afterthought and not front and center in large content publishers. Finding ways to get boards to see the brand value brought about by consistent and high-quality global content is a step in the right direction, and requires persistency and consistency of effort. Enabling localization/global content teams to have greater ownership and responsibility will improve global products, and by extension brand growth in that market.
Another challenge is keeping up with the continuous evolution of technology. Technology adoption and the use of AI has become de rigueur in the past 5 years and there is nothing to indicate this train is slowing down.
Where would you like to see localization in 5 years?
I’d like to see increased seamless integrations across different tools, covering a broad range of content types, e.g. video, interpreting and text-based translation with Artificial Intelligence functionality and simple user interfaces. We should consider how to embrace rapidly evolving applications such as Tik Tok and Instagram. This need for quick, effective, and culturally adapted products will grow, and integrated solutions will be key to achieve this.
I’d also like to see greater collaboration between Academia and Industry, with increased partnerships that involve local Language Service Providers, freelance translators, and end clients. When I graduated, I found my degree taught me the technical skills, but not the professional skills to market myself effectively. How to contact prospective clients, to be self-employed and run a business, were initially daunting. We have taken great strides so far in London, within localization – it’d be great to see this develop further.
Tell us something unique and fun about yourself.
I like to enjoy things which contrast my day-to-day routine. I’m interested in the arts and culture, typically attending various exhibitions around London. I particularly enjoy my long-standing membership of the Victoria and Albert Museum. I also enjoy cosplay, which carries some of the skills I learned in my textile design degree. Every year I aim to improve on my creative skills to design a realistic character – currently I’m working on wig styling and simple facial prosthetics.
I enjoy cultivating a variety of plants, including tomatoes, chillies, peppers, strawberries, gherkins and Aloe Vera. Sometimes I receive fruit harvests as gifts, which inspire home baking and infusions – my favourite creation is rhubarb infused gin.
Where can we find you?