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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 specialise in optimising translation style and register in accordance with company branding and tone of voice. I work closely with the Marketing Team, the User Experience Team and the Content Team to streamline internationalisation processes of 9 Top Level Domains

Work History

May 2011Present

Translation Team Leader

Wiggle LTD


Ensure 9 domains are localised

In-house cost per word is maintained at optimum levels

Best agency rates are negotiated on a regular basis

100% of marketing and CRM emails content is translated

Translation quality assurance checks with a focus on SEO are coordinated in a timely manner

Translator Professional Development plan is defined and training is coordinated

August 2014May 2016

Trading Manager  for Developing Markets

Wiggle LTD

Temporary position held for 22 months before returning to Translation Lead.

  • Trading management

Monitor territory websites to ensure all elements of the proposition are being executed according to plans

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.

  •  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



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

Style and tone of voice, Copywriting for SEO, Writing to persuade, Content strategy planning

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