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Federica Biondo

  • Portsmouth, Hampshire, United Kingdom
  • 07814915235

Trading Manager - Developing Markets / Translation Team Leader


I am passionate about localised trading practices to ensure all international domains of my current employer have an optimal level of internationalisation. I also manage the ticketing system for the International Department to ensure all marketing, translation and localisation tickets are executed or pursued with specific business opportunity cases. I have gained a significant amount of experience in sales analysis and customer experience. I am currently working on a translation upgrade project, which aims at optimising the translation style and register in accordance with a recent company re-branding.

Work History

Aug 2014Present

Trading Manager - Developing Markets

Wiggle LTD
  • Trading management:

Monitor ongoing business performance (daily, weekly, monthly) and work with Country Manager to adjust proposition based on observed trends
Conduct analyses to help evaluate options for optimising trading
Work with Buying and Merchandising team to tailor offers to local markets

  • Proposition enhancement:

Monitor customer feedback and help develop plans to improve customer experience by improving website, delivery, payment, customer service, etc.
Act as project manager on major proposition enhancement initiatives

  • Marketing and brand:

Work with the Marketing Team to develop marketing campaigns consistent with local tastes and trading practices and which leverage a wide array of local marketing channels
Ensure marketing campaigns are executed in accordance with plans and trading imperatives

May 20112016

Translation and Customer Service Team Leader

Wiggle LTD

Launch of, outsource and in-house translation of over 1 million words EN > SE

Website localisation and internationalisation: oversee commercial design, email marketing, product pages description optimisation, SEO, localised payment methods and marketing research from a translation point of view

Measure impact of translation on sales and website traffic 

Work closely with the Marketing Team, the User Experience Team and the Content Team to streamline internationalisation processes of 9 Top Level Domains


Italian Translator 

Wiggle LTD
  • Use of CAT tools for technical translations
  • Marketing translations (newsletters, advertising banners and emails)
  • Web press release translations
  • Blog articles and social media translations
  • Paid search keywords translations
  • Localisation



Master's Degree

Siena University, Italy



Undergraduate Degree

Siena University, Italy

Linguistics and Cultural Mediation


Feb 20162016

Website Localisation in the Translation Industry

UCL University of Central London

Professional training in website localisation


Leadership and Management


 Professional training in people management


Translation and Localisation

Manage in-house translation team and ensure that all translated texts are of a high quality and lead to high conversion rates. Lead translation and localisation strategies and respond to stakeholders’ translation requests, assigning them to either in-house translation teams or external agencies. Strong negotiation skills when working with external agencies, in order to clearly get across the company’s translation needs.

SEO, Digital marketing, Email Marketing, CRM

Liaise with the Content Team to produce translation-friendly product descriptions and boost SEO

Localise and coordinate translations of all CRM emails into 9 languages

Coordinate translation of PPC campaigns, Blogs & Guides

CMS and TMS 

Coordinate Web Page translations from English into 9 languages

Improve content management and business-owned CMS 

Translation Memory maintenance 

Oversee the optimisation of 9 very large Translation Memories and 9 Termbases

Creation of translator’s manuals and Brand Language Guidelines