Each episode is a conversation with the people behind that expansion: marketing leaders, partnership managers, founders, and operators, all sharing their strategies for scaling internationally.

We go beyond theory to unpack how teams approach international expansion in practice: how they structure their go-to-market, adapt their positioning, build early traction, and scale through real, experience-driven insights.

From content localization to hiring, partnerships, and channels, we cover the full picture and realities of what international growth really looks like.

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Each episode is a conversation with the people behind that expansion: marketing leaders, partnership managers, founders, and operators sharing their strategies for scaling internationally.

In this episode, Kim Reyes shares how Qonto rebuilt its content model and uses AI-driven localization to stay consistent across markets.

From tone of voice onboarding to agentic workflows, she explains how teams can scale content without losing clarity, nuance, or trust. It’s a practical look at turning localization into a true growth lever.

About Kim:

Kim has an international background and started her career in journalism and editorial strategy before moving into fast-growing tech companies.

She’s spent the past years building brand voice and content systems that scale across markets, across marketing, product, and the organization.

At Qonto, she’s been tackling a key challenge: maintaining brand coherence across languages and cultures while expanding quickly across Europe.

More recently, Kim has been using AI as a productivity lever – not to replace local marketers but to empower them and rethink how content teams operate at scale.

What you’ll learn in this episode:

• How words on a web page translate to trust and emotional connection

• Why consistency isn’t the same as uniformity across markets

• How Qonto approached formal vs informal tone by country

• The differences between translation, localization, and transcreation

• Why AI adoption often starts with internal champions

• How to position AI as a growth opportunity, not a threat

Connect with Kim: LinkedIn

Learn more about AI at Qonto: Medium

Mentioned in the episode: Qonto · Getaround · Dust

Co-Production: MonkeyBird

Studio: Studio The Pod, Paris

Make-up artist: Livia Delacroix

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