Subway’s Global Market Strategies with Carrie Fischer
Play • 36 min

Carrie Fischer is the Globalization Services Manager at Subway, headquartered in Milford, CT. She is responsible for all globalization-related strategies for the company. She has over 28 years of localization experience and has held previous localization positions at Bodybuilding.com as the Localization Program Manager; Hyperion/Oracle as the Director of the Worldwide Product and Translation Group, and Transparent Language as the Managing Editor.

She is also a member of the Board of Directors at Women in Localization and a mentor. She is one of the charter members of Women in Localization when it first started in Silicon Valley. She has held various positions in the organization such as the Americas Geo Manager and Program Director of Global Community. She has presented and moderated many sessions for various industry-related events such as LocWorld, SlatorCon, Loc from Home, LocLife, Ascend, and others. Her passions include helping others and continually learning to grow personally and professionally.

KEY TAKEAWAYS

Each market needs different strategies, and it needs deep market research. For example, Subway has different sandwiches in different markets. According to the market needs, you should rename, rebrand or translate it directly of your product or service.

If you are planning to grow globally, you should hire a globalization expert as a first thing and the globalization expert or team should relate to other teams, especially the engineering team and user experience team for great success.

BEST MOMENTS

“You just get creative in naming, renaming, rebranding your key products in your target markets, and in some cases, you don’t need to rebrand or rename it, you just translate it directly and, in some cases, you keep it exactly the same.”

“If you are not willing to look outside, from your little bubble, you are not going to be successful.”

“Subway has had to invent new sandwich builds per country. Like I said, Canada has completely different sandwiches than we do in the US as does the UK, as does Australia, and New Zealand. They have a lot of the same sandwiches, but they had to diversify.”

“Really right from the start and I will even say your success depends on how early you involve the globalization expert in your process.”

“If your product involves software, you really need to be a part of the engineering team. Teach them the best practices for internationalisation before they even start building the product. Put in this much automation into the process you can. You minimize manual steps which introduce risks. We’re only human, we are gonna make mistakes and forget something and if you don’t put these upfront steps in place, the regions will be waiting for months after English is released for their language versions to be released to them.”

ABOUT THE HOST

Sıla Erol started her journey at TTC wetranslate Ltd as a Project Coordinator and has been continuing as a Key Account Manager after graduating from Translation and Interpreting Department at Ege University in Izmir/Turkey.

CONTACT METHOD

Linkedin:  https://www.linkedin.com/in/sılaerol

Website: https://ttcwetranslate.com/

ABOUT THE GUEST

Carrie Fischer is the Globalization Services Manager at Subway. She is responsible for all globalization-related strategies for the company. She is also a member of the Board of Directors at Women in Localization and a mentor.

CONTACT METHOD

https://www.linkedin.com/in/carrie-livermore-fischer-12046b

https://www.subway.com/en-GB

https://www.linkedin.com/company/subway/

VALUABLE RESOURCES

Do you have any questions about translation, localization, or international growth? Visit TTC website: https://ttcwetranslate.com/

Take your business global with the 5-step LINGO modal! Purchase 'Good Business in any Language' on Amazon now: https://cutt.ly/2ORR

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