Eike-Marie Eiting will share her experience and learnings, from 3 years as a Localisation Manager at Jimdo GmbH, of what makes translation/transcreation challenging. While it’s easy to see how it should ideally be, devising ways to execute it in the context of the outcomes you want to have as a business, the capacity, tooling, processes, and time you have available is not.  Where you set your priority? Where do you say “let’s just forget about it”?