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Federica Biondo

Translation Team Leader - Content


I am passionate about localised trading practices to ensure all international domains of my current employer have an optimal level of internationalisation. My focus area is content for the ecommerce. I focus on optimising translation style and register in accordance with company branding and tone of voice.

Work History

Aug 2014Present

Translation Team Leader

Wiggle LTD
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


Dec 20162016

IDM Copywriting and Content Best Practices

Institute of Direct and Digital Marketing
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