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Matt Owen Senior Content Manager

Matt Owen

Matt Owen is Senior Content Manager at Phrase. Matt has an extensive background in technology and content marketing, and has worked at businesses ranging from 2-man start-ups to supermajors and unicorns. In his spare time he can be found podcasting and playing music.

Localization strategy

The opportunity to adapt for local markets: 5 U.S. businesses prioritizing sustainability and ESG

Sustainability and ESG strategies only scale when global ambitions are adapted to local cultures, languages, and expectations. This article explores why local relevance matters and highlights five US businesses…
 Episode Title: Why Most GTM Models Fail And How To Build One That Scales Short Summary: How can you scale a global go-to-market strategy without losing the human touch?In this episode of In Other Words, host Jason Hemingway speaks with Axel Kirstetter, a global go-to-market and product marketing leader with nearly three decades of experience, about what breaks when teams try to scale across countries and languages using a one size fits all approach. The conversation covers how AI can support (not replace) marketers, and why focus, execution, and regional insight help brands balance central vision with local relevance.

Global business

Former Guidewire executive Axel Kirstetter on focus, execution, and the end of one size fits all GTM

Former Guidewire VP of Product Marketing Axel Kirstetter explains why global growth is really a series of local decisions. In this podcast conversation, he shares lessons on focused go-to-market execution,…

Global business

Christina Bylin: Scaling with heart and data: building trust as you grow globally

Christina Bylin, Chief Marketing Officer at CarParts.com, explains how brands can scale globally by combining data-driven insight with empathy, cultural relevance, and authentic human connection.
 Two manufacturing professionals wearing safety vests and hard hats review information on a laptop inside a factory, representing digital and omnichannel buying experiences in B2B manufacturing.

Global business

Why the future of manufacturing is omnichannel, even for B2B

B2B buying behaviour is changing fast. Digital-first buyers now expect the speed, transparency, and convenience of consumer experiences. This article explores how manufacturers are responding through omnichannel…

Global business

Willem Koenders: The data strategy that separates global winners from the rest

AI is only as good as the data behind it. Data strategy leader Willem Koenders explains why global AI success depends on data governance by design, strong ownership models, and balancing global consistency…
 A small group of people having a relaxed conversation around a table in a café, suggesting trust, familiarity, and human connection.

Global business

The trust equation: why customers won’t engage if you don’t sound like one of them

Trust is not earned through reach alone. Customers engage when brands sound familiar, culturally aware, and human. This article explores how language, tone, and local context directly impact trust and…

Global business Localization strategy

Zappi’s Nataly Kelly: Why localization is the growth strategy most leaders overlook

Localization is often seen as a cost, but Nataly Kelly argues it is one of the most powerful drivers of global growth. By tying localization to revenue, aligning teams around cultural fluency, and designing…

Localization strategy

The language of connection: Insight from TikTok, Canva, TeraData and more.

In a world saturated with content, connection—not volume—creates impact. Businesses that align authenticity, cultural fluency, and trust across teams and markets build more resilient brands. From marketing…

Global business

From worst rated to America’s most loved supermarket, Kevin Miller on The Fresh Market turnaround

How do you turn around a struggling supermarket brand? CMO Kevin Miller shares how The Fresh Market rebuilt trust, launched a high-performing loyalty program, and aligned culture, finance, and strategy…
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