In Other Words

Fourteen years of scaling content at Booking.com revealed an uncomfortable truth: content and localization remain extraordinarily complex, and technology alone won't change that. In this episode of In Other Words, host Jason Hemingway is joined by Chris Dell, who built and ran Booking.com's 400-person global content operation across 45 locations and 46 languages, and now advises enterprises on sustainable growth.

Buying decisions don’t happen in neat, linear funnels anymore. They happen in seconds. In this episode of In Other Words, host Jason Hemingway is joined by Todd Unger, Chief Experience Officer at the American Medical Association and best-selling author of The 10-Second Customer Journey. They explore what Todd calls the Tornado Funnel, where the entire customer journey compresses into a single moment of decision. When that moment hits, friction decides who wins. Todd offers a clear view of what it takes to compete when every second counts.

How do you scale a brand voice globally without sounding cloned or accidentally breaking trust in the moments that matter most? In this episode of In Other Words, host Jason Hemingway is joined by Freddie Braun, Localization and International Content Lead at Monzo Bank, about the role global content plays in building trusted customer experiences at scale. They discuss how thoughtful localization can scale global content without losing brand voice, trust, or local relevance. From fintech onboarding to incident communications, they explore the moments where language drives customer action, plus how AI can speed production while human review protects credibility.

What happens when a brand earns attention but not affection? It gets stuck in the friend zone. In this episode of In Other Words, host Jason Hemingway sits down with Doug Zarkin, award-winning Retail and Brand Marketing Leader and Author of Moving Your Brand Out of the Friend Zone. They explore why emotional connection drives commercial success, how to build trust through consistent customer experience and the strategies to turn brand advocates into your most powerful marketing asset. The conversation points to a simple truth. Brands do not win by being liked. They win by being trusted, remembered, and chosen, again and again, at scale.

How can you scale a global go-to-market strategy without losing the human touch? In this episode of In Other Words, host Jason Hemingway speaks with Axel Kirstetter, a global go-to-market and product marketing leader with nearly three decades of experience, about what breaks when teams try to scale across countries and languages using a one size fits all approach. The conversation covers how AI can support (not replace) marketers, and why focus, execution, and regional insight help brands balance central vision with local relevance.

What does it really take to scale marketing across countries, cultures, and customer needs without losing what makes a brand feel human? In this episode of In Other Words, host Jason Hemingway is joined by Christina Bylin, Chief Marketing Officer at CarParts.com, to explore how modern CMOs balance brand-building, performance marketing, and purpose at scale.

In this episode of In Other Words, Jason Hemingway is joined by Willem Koenders, Global Leader in Data Strategy at ZS, to share what it takes to scale data and AI across markets without losing control. You can buy the latest AI tools in a week. Fixing the data underneath them can take years, and most companies start too late. The result is predictable stalled pilots, inconsistent outputs, and teams forced to work around the data instead of with it. Together, they uncover the governance missteps leaders repeat, how to make data strategy commercially relevant, and why clear accountability is the foundation for speed, trust, and personalization.

Boards obsess over international revenue and growth, then often starve the one function that makes customers actually buy in market. That same myopic view is not just short sighted. It is quietly costing organizations millions in untapped revenue. In this episode of In other words, Nataly Kelly, Chief Marketing Officer at Zappi, joins host Jason Hemingway to explore why localization deserves a permanent seat in the boardroom, how to tie multilingual strategy directly to revenue growth, and the key tactics to build cultural fluency across global markets.

You’re running a supermarket chain that’s just been rated the worst company to work for in America. Not the worst grocery chain, but the entire country. Employee morale is shattered. Customers are leaving. The board is skeptical. Sales, traffic, margins, and market share are all trending downward. Now, imagine that a year later, that same company wins USA Today’s “America’s Best Supermarket” award. This is exactly what happened at The Fresh Market under the leadership of Kevin Miller, the company’s former Chief Marketing Officer, with over 35 years of experience transforming some of the world’s biggest brands, including McDonald's, Coca-Cola, PepsiCo, and Disney. In this episode of In other words, Kevin joins host Jason Hemingway to explain how a sharp focus on loyalty, data-driven decisions, and connected customer experiences repositioned the brand for long-term success. They explore what effective personalization really looks like, how to scale engagement without losing the local touch that builds loyalty, and why thriving across languages, cultures, and diverse markets is more important than ever.

Customer experience doesn’t succeed on insight alone. This episode of In other words explores how leaders embed culture into strategy to drive meaningful change, aligning teams, acting on customer understanding, and delivering consistent experiences across languages and regions. Host Jason Hemingway and Phrase CEO, George Ell, are joined by Annette Franz, the Founder and CEO of CX Journey Inc., to discuss how strong cultural foundations help organizations stay relevant locally, scale with intent, and deliver lasting business results.

Global growth brings massive opportunity but also organizational complexity. When marketing and revenue teams operate in silos, customer experience suffers, speed slows down, and leadership lacks the clarity to make informed decisions. In this episode of In other words, Jason Hemingway is joined by Lorena Morales to explore how enterprise leaders can structure their teams and systems to stay aligned while scaling globally. They cover how to link revenue operations to business strategy, where AI can help teams stay focused, and what alignment really looks like when you’re working across markets, cultures, and priorities.

Go-to-Market strategies often scale fast, but sustaining real customer value is where the challenge begins. In this episode, Jason Hemingway is joined by Rob Giglio, Chief Customer Officer at Canva, and Georg Ell, CEO at Phrase. They explore what it takes to build and execute global Go-to-Market strategies that don’t just launch well, but land with lasting impact. Drawing from senior roles at Adobe, DocuSign, HubSpot, and Canva, Rob shares what he’s learned about meeting rising customer expectations, adapting to global complexity, and using technology to engage customers faster and more meaningfully. We explore how brands can maintain clarity, consistency, and relevance, even as their markets, teams, and product offerings evolve.

AI is transforming how enterprises operate across regions, languages, and industries. But scaling AI globally while maintaining trust, compliance, and performance requires more than technical capability. It calls for the right infrastructure, clear governance, and a commitment to customer-centric delivery. In this episode, host Jason Hemingway, CMO of Phrase, speaks with Dr. Meeta Yadav Vouk, Vice President of AI and Analytics at Teradata, about how enterprises are building automation strategies that can scale responsibly across highly regulated environments. Meeta shares how Teradata’s AI Factory and Enterprise Vector Store are helping customers deploy generative AI and automation in ways that support growth, reduce operational risk, and meet compliance requirements across different markets. Whether you are enabling AI-driven customer experiences in multiple languages or deploying systems that need to meet strict data governance standards, this conversation explores the key principles behind enterprise-ready AI that delivers both speed and relevance.

In this episode of In other words, host Jason Hemingway CMO at Phrase speaks with Political Scientist and best selling author Dr. Brian Klaas, and Phrase CEO Georg Ell, about how unpredictable forces shape and influence our world and why traditional approaches to control and optimization may need rethinking in today’s complex business environment. Drawing on stories from his book Fluke, Brian shares how seemingly small decisions alter history, why leaders should prioritize resilience over control, and how businesses can foster cultures of experimentation to thrive amid uncertainty.

In this episode of In Other Words, host Jason Hemingway speaks with Rema Vasan, Head of North American Business Marketing at TikTok, about how cultural moments shape brand growth. They explore why timing, authenticity, and content agility matter more than ever in today’s always-on, content-driven world, and how marketers can turn moments into lasting engagement and global growth.

In other words is the podcast for business leaders tackling the realities of scaling in a world of constant transformation. Each episode features candid conversations with senior executives, operators, and innovators from some of the world’s most ambitious companies. We explore what it takes to grow across markets, connect with diverse audiences, and lead with clarity. In other words is about perspective and how different ways of thinking shape how businesses grow, adapt, and communicate on a global scale. In other words is hosted by Jason Hemingway, CMO of Phrase, the world's leading AI-powered language technology platform.