Case Study: Twitter achieves streamlined marketing localization and faster global launches with OneSky

Twitter’s Alline de Paula Shares 5 Pro Tips for Marketing Localization

Twitter faced a common global-marketing dilemma: as the SMB Marketing team produced content, conflicting priorities and unclear ownership between Marketing, internal Localization teams, and external vendors created time-consuming back-and-forth and stalled international launches. This friction left marketers pulled away from creating content and vendors working on assets that weren’t ready for localization.

Twitter solved it by creating a dedicated Localization Marketing Manager role—filled by Alline de Paula—to sit between Marketing and Localization, manage production and strategy, brief vendors, and educate stakeholders. The result was smoother workflows, higher-quality localized assets, faster global shipping (including rollout into 10 languages), and clearer accountability for marketing localization across teams.

Twitter