Global Content Effectiveness in Marketing and Product Leadership

Posted by: Doug Bruhnke - Global Chamber on Tuesday, July 30, 2019

Companies around the world have a shared challenge defining, enabling and delivering content effectiveness across regions and globally. In addition, there are variations of best practices in the variety of industries.

Therefore in a globinar last week we discussed key marketing concepts, drivers and enablers to initiate or enhance content effectiveness programs. We've included some key questions that we attempted to answer.

Watch the globinar HERE with experts Bruno Herrmann, Kristina Podnar (pictured) and Esther Curiel - see their biographies below.

Here some questions we covered on this globinar: 

  • What is the base line for global content effectiveness and which components could be key effectiveness indicators?
  • How does global content effectiveness relate to global product leaderhip?
  • How could/should data be considered and leveraged to combine effectiveness and agility throughout customer journeys?
  • Why is content effectiveness tied to customer centricity ?
  • What areas of digital globalization (including internationalization, translation and localization) should be addressed to prioritize content effectiveness rather than quality?
  • Why is global content effectiveness a cross-functional effort? 
  • What digital policies should be considered and how do they get implemented and updated?

If you have any questions, please contact the speakers or reach out to us at


Bruno Herrmann - Global Leader in Digital Content, Product and Experience Effectiveness. As a digital leader Bruno Herrmann has more than 20 years of experience in international product, content and customer experience leadership. Most recently he was the digital globalization leader at Nielsen, focusing on global content creation, localization, testing, certification and delivery as well as on product management and international customer experiences. Before joining Nielsen Bruno managed online globalization programs at HP and content management in addition to web localization at Compaq. Prior to joining Compaq, he worked in the marketing communications and localization industries, taking part in major international projects for high-profile technology clients. Bruno has been a practitioner, change agent, thought leader and strategist in international information, transformation and product management areas, both in the offline and online world. He is a regular speaker, panelist, moderator and workshop leader during conferences and events around the world.


Kristina Podnar - Principal at NativeTrust Consulting. Kristina Podnar is a digital policy innovator. For over two decades, she has worked with some of the most high-profile companies in the world and has helped them see policies as opportunities to free the organization from uncertainty, risk, and internal chaos. Kristina’s approach brings in marketing, human resources, IT, legal, compliance, security, and procurement to create digital policies and practices that, of course, comply with regulation.  More importantly though, they unlock opportunity, strengthen the brand and liberate employees to drive innovation. 

Kristina is the Principal of NativeTrust Consulting, LLC. She has a BA in international studies and an MBA in international business from the Dominican University of California and is certified as both a Change Management Practitioner (APMG International) and a Project Management Professional (Project Management Institute). Her book, The Power of Digital Policy was published in March 2019 and is available on Amazon and through other fine booksellers. For more information, visit


Esther Curiel - Localization Operations Manager at Indeed. Esther Curiel is a global content leader and seasoned localization expert. She has been helping brands create immersive user experiences as well as locally engaging content across global markets for over 15 years. She is currently a Localization Operations Manager with Indeed, a job site available in more than 60 countries, where she leads their Content Effectiveness team. 

Esther’s mission is to help brands achieve international growth objectives by integrating assets, developments and value from the content marketing and UX worlds into localization and globalization processes. 






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