Localization strategist & consultant
Helping digital health and wellness platforms expand into new territories with localization strategies that are scalable, culturally intelligent, and AI-enhanced.
I'm Abby — a localization leader with over 9 years shaping multilingual content for global digital health companies. I build scalable localization systems, lead cross-functional teams, and develop strategies that harness AI to deliver high-quality content efficiently across markets.
My background sits at the intersection of mental health content strategy and localization strategy — which means I understand both the sensitivity required in wellness communication and the operational rigour needed to deliver it at scale.
I'm particularly drawn to the intersection of human expertise and AI innovation: designing pre-translation workflows, building cultural nuance frameworks, and helping teams use AI tools in ways that genuinely improve quality — not just speed.
Tailored to where you are and where you're going.
For startups and growing platforms preparing to enter new markets. I assess your content, audience, and goals — then build a realistic, phased localization roadmap that fits your scale.
Market expansion · Roadmapping · Budget planningEspecially for wellness, mental health, and digital health content that can't afford to lose nuance in translation. I lead transcreation projects that preserve tone, intent, and cultural resonance.
Wellness content · Cultural adaptation · Quality reviewI design pre-translation workflows that make intelligent use of AI — cultural nuance guides, translator FAQs, source document quality checks — so your teams produce better content, faster.
AI integration · Process design · Team enablementContent in mental health and digital wellbeing isn't interchangeable across markets. What resonates in one culture may land badly — or cause harm — in another. I bring both the localization expertise and the domain sensitivity to navigate that.
Whether you're a startup planning your first international expansion or an established platform auditing your existing localization operations, I can help you understand what the work actually requires, what's realistic, and how to do it well.
Every engagement begins with understanding what success looks like for your specific markets, audience, and content type.
Strategy that works at your current scale, with a clear path to grow. No overbuilt systems, no underestimating the work.
I integrate AI tools into workflows where they genuinely improve quality and efficiency — always with human expertise at the centre.
The goal is for your team to be able to run and iterate on what we build together — not to create ongoing dependency.
Whether you're mapping out your first international market or rethinking an existing localization setup, I'd love to hear what you're working on.