Specialist Fields
Over the last 20+ years, I have developed certain areas of expertise within the lifestyle and marketing translation sector, including (but certainly not limited to):
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Branding and e-commerce
​In the field of marketing, flawless translations that flow naturally and beautifully are key. But it is also important for the language specialist to understand the business environment and the demands of digital marketing. They must know their way around SEO and SMO, keyword search, the requirements of various social networks, and all other aspects of a complete marketing campaign in order to create foreign copy that is just as optimised as the source text.
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Outdoors sports
As well as being versed in the very specific terminology used in skiing, mountaineering, cycling or equestrian sports, I pride myself on providing high-quality translations that help outdoor sports companies market their apparel and equipment successfully to a global customer base.
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Food & drinks
I have over 15 years of experience in translating for the food industry, including for some of the biggest food retailers in the UK. This means I am able to avoid pitfalls, advise you on terminology, and ask you the right questions for a translation that works hard at selling your products.
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Hospitality and tourism​
Having lived in France, the UK and New Zealand and travelled extensively ​in between, I am well-placed to provide engaging copy that will attract the greatest number of visitors to your hotel/restaurant/place of interest.
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Case studies
Have a look below for a few examples of how we have helped clients leap to new heights:
GUILD OF FINE FOODS
Brief
Formed in 1995, the Guild of Fine Food has a mission to support, celebrate, and encourage independent food and drink retailers and suppliers in the UK. The Guild runs the Great Taste accreditation scheme and works with the World Cheese Awards. In that context, it needed a language expert to translate a series of press releases and materials throughout the year.
What I Did
For the past 3 years, I have been working with the GFF to ensure their messages with French producers and other stakeholders are communication clearly, taking into account the differences in food culture and regulations between France and the UK.
Results
As a result, French-speaking producers, retailers and visitors have been able to access clear and culturally-appropriate information on which events are coming up, how to register their products, or who the awards winners were. In return, the Guild can extend its reach and reputation overseas.
WORLD HORSE WELFARE
Brief
World Horse Welfare is an international horse charity that improves the lives of horses in the UK and around the world. In 2024, WHW contacted me to help with one of their key campaigns, which aims to stop the long-distance transport of horses to slaughter across European countries through a petition asking for MEPs to support laws protecting EU equines.
What I Did
As a lifelong horse enthusiast, I was delighted with this opportunity to use my personal knowledge of the field and translation experience to play a part in this worthwhile cause. The project required an empathetic tone-of-voice to appeal to people's compassionate side and persuade them to add their voice to a petition, as well as a more playful take used on social media posts, designed to entice readers to take a quiz on their horse-related knowledge.
Results
Both approaches allowed the organisation to increase the click-through rate to its website, ultimately getting more signatures and increasing its global reach and impact.
RESILIENCE COMMUNICATIONS
Brief
Resilience Communications specialises in systems engineering, software and electronic engineering services providing solutions to the Defence and Public Sector markets including design and manufacture. Having experienced with neural machine translation, the company was keen to see what a human translation could bring to the table when translating their product's user manual.
What I Did
As with ultra-niche sector, care was taken to explain to the client that a true collaboration with the company was needed for any translator to provide a satisfactory target document using the correct terminology (in this particular case, electronics, software and telephony terms all played a part). We built a nice relationship where we were able to discuss any potentially confusing areas in order to produce a true and accurate rendition of the source text.
Results
Happily, the company - and their French customers - were delighted with the outcome. A real win for them as well as for human translators everywhere!
Published Translations
Brief
Various publications have asked me to translate their content into French with a view to be published - from tourism brochures and art catalogues to sports magazines.
What I Did
In the copywriting world, each text is different and caters to a very different demographics. I was required in each case to use the brand's own, specific tone of voice in order to communicate with a defined target audience, from art lovers to skateboarders!
Results
By making foreign-language versions of physical marketing available to the public, companies reach a much-wider audience and easily multiply the size of their market.