Can you tell us about who you are and what you do?
I am the Transcreation Account Manager for the COS account. We help fashion brand COS reach their audience by adapting their online and in-store communication for all of their markets (from French, German, Italian and Spanish on a retainer basis, to 21 other language markets on an ad-hoc basis). Over the years, we have built and managed an incredibly dedicated talent pool of copywriters and proofreaders scattered around the world who help us with any challenge.
I started working on COS in 2017 when I joined the company straight after my master’s degree, and I am very happy with my journey. These years have helped me to understand the brand’s tone of voice and made me fall in love with the way fashion communication and transcreation work.
I am Italian, and I have always dreamed of living in London, an open and multicultural city. I feel like I needed to go abroad and be away from my own country to really appreciate who I am and where I come from and to feel more Italian. I think it’s very important to adapt to other cultures and embrace diversity, without losing one’s own identity and cultural heritage.
How did you get into the advertising and marketing industry?
I speak Italian, English, French; I also have a little grasp of other neo-Latin languages like Spanish and Portuguese. I studied ancient Greek and Latin at school, and this is probably what brought me to understand different cultures and translating languages.
After graduating in Italy, in Interpreting and Translation, I decided to go beyond words and take languages to the next level with a master’s degree at Roehampton University in Intercultural Communication in the Creative Industries. I learned about how transcreation comes into play and how to apply languages to advertising and marketing. That led to my job here at LEAP.
What do you enjoy most about your work?
I love giving a voice to COS and helping them shape their tone of voice in all of their markets. I feel like a brand guardian for them. I enjoy the challenge of finding the best line for each market and analysing and searching for the best fashion terms until we are 100% sure we are conveying the right message, from Spain to Turkey.
What’s the project you’re most proud of?
I see COS as an ongoing project and I am proud of it all, but my favourite COS projects are those that go beyond fashion and mix with art, design, architecture, photography, space and everything that inspires COS as well as information about the COS Buildings. COS are very artistic and also aware of the environment. They even created a jewellery line made with recycled denim. We translated a lot of fascinating content from the original English text to share information about collaborations, buildings and special garments for their newsletters in international markets.
What are your hobbies?
I love cooking and trying new food, travelling and football.
Who’s your inspiration?
My parents are my inspiration. I owe them everything for the life I live today. I am on this journey because they made me travel from an early age, experiencing new cultures and embracing diversity, and they supported me in my decision to move abroad.
How do you stay motivated?
Once I am settled in a situation that becomes familiar, I look for new challenges. New challenges keep me motivated. Also, a glass of red wine helps me after a tough week at work.
What advice would you give to someone just starting out in this field?
Never stop learning and being curious, never stop embracing what is different and what is scary.