Powering Customer Engagement Worldwide: How Braze Scaled for Global Growth

Braze Feature Visual

Braze has long been at the forefront of customer engagement, partnering with over 2,000 global brands across more than 70 countries including Burger King, KFC, Deliveroo, TUI, and Canva. As these brands rely on Braze to build meaningful customer connections across multiple channels and countries, the company itself faces a continuous challenge: how to keep up with the demands of an ever-expanding global marketplace.

Challenge

Adapting for global expansion

As Braze gained traction in new markets, the company quickly realized that its existing processes and technology were not built to support the sheer volume of content needed in multiple languages to deliver relevant experiences to its own customers and prospects. What started as a localized approach for a few markets soon grew into a larger challenge: reaching diverse audiences worldwide with the same high standards and speed.

Liz Lopacki, Senior Manager, Localization at Braze, recalls, “We were moving quickly, and our customer base was diversifying just as fast. To keep pace with our ambitions, we needed a way to scale our efforts without compromising the quality of the customer experience that our clients expected.”

An essential component of the Braze offering is its training and certification program, designed to help customers fully maximize the product’s capabilities. Since this program is delivered through Sanity, seamless integration with the Sanity content management system was a crucial requirement for any technology solution selected.

We were moving quickly, and our customer base was diversifying just as fast. To keep pace with our ambitions, we needed a way to scale our efforts without compromising the quality of the customer experience that our clients expected.

Liz Lopacki, Senior Manager, Localization at Braze

 

LIZ LOPACKI
SENIOR MANAGER,
LOCALIZATION
BRAZE

Solution

Accelerating growth with automation and data-driven workflows

 

To achieve its goals, Braze needed more than just technology—it needed a partner that understood the dynamics of business growth and could adapt to its evolving needs. After evaluating the market, Braze chose Phrase for its proactive approach, localization capabilities, automation, and innovation.

Phrase showed us that it could adapt to our growth objectives and support our existing workflows. Its commitment was clear from the start—delivering a critical integration with our Sanity CMS within a three-month turnaround. That level of support gave us the confidence to push forward.


IARA ALTKORN
LOCALIZATION OPERATIONS LEAD
BRAZE

  • Centralized localization management through the Phrase Localization Platform: Braze centralized its entire localization workflow using the Phrase Platform, which not only ensured consistent content localization across all markets, but also streamlined the management of multiple translation vendors. The platform’s integration with glossaries and style guides further enhanced quality control, ensuring a cohesive and on-brand experience.
  • AI-powered efficiency with Phrase Language AI: Braze leveraged Phrase Language AI to automate translation engine selection, ensuring the most efficient and high-quality translation processes. This automation enabled Braze to scale its localization efforts across multiple markets while maintaining consistency and reducing manual workloads.
  • Data-driven quality improvements with Phrase QPS: Braze used Phrase Quality Performance Score (Phrase QPS) to measure the quality of localized content across different projects. This scoring system helped identify areas where content required additional editing or review, ensuring consistent quality.
  • Automation with Phrase Orchestrator: By automating manual tasks such as project management and resource allocation, Phrase Orchestrator allowed Braze to handle an increasing volume of projects with ease.
  • Seamless integration with Sanity: Phrase developed a custom integration with Sanity, streamlining localization and enabling efficient delivery of localized content across regions.

Phrase empowered the Braze team to align its efforts with business priorities, accelerating the company’s go-to-market strategy without compromising on customer experience.

Before Phrase, every localization project felt like starting from scratch with no metrics to guide investment. Now, we have the data to make smarter decisions.

Liz Lopacki, Senior Manager, Localization at BrazeLIZ LOPACKI
SENIOR MANAGER,
LOCALIZATION
BRAZE

Stats & facts

Explore the measurable impact of Phrase on Braze’s growth strategy

20% reduction
in project costs
50% time savings
with automated workflows
4 new countries
growth within 12 months

WHY PHRASE

Phrase – A strategic growth enabler

Iara Altkorn, Localization Operations Lead at Braze, outlines the reasons for selecting Phrase as a partner to support Braze’s growth strategy.

“Phrase offered the features we needed, such as workflow automation through Phrase Orchestrator and automated translation engine selection through Phrase Language AI, within an intuitive interface. We also spoke to customers and partners who praised Phrase’s technical expertise and customer support.”

Phrase’s willingness to develop a customized Sanity integration was pivotal. Within a week of discussions, Phrase had organized a kick-off meeting with senior stakeholders from Braze, Sanity, and its integration partners, demonstrating a strong commitment to meeting Braze’s specific requirements.

Phrase’s proactive approach set the stage for a successful collaboration. By prioritizing Braze’s specific needs, integrating with existing tools like GitHub and Slack, Phrase helped lay the foundation for a more scalable and agile approach to global growth.

 

Phrase offered the features we needed, such as workflow automation through Phrase Orchestrator and automated translation engine selection through Phrase Language AI, within an intuitive interface. We also spoke to customers and partners who praised Phrase’s technical expertise and customer support.


IARA ALTKORN
LOCALIZATION OPERATIONS LEAD
BRAZE

BENEFITS

Transforming customer connections

The results of the partnership between Braze and Phrase became evident quickly. Within 12 months, Braze had launched in four new territories, consistently exceeding expectations. One of the most significant outcomes was the improvement in platform adoption in Japan, which surged by over 200% validating the company’s strategy of tailoring the platform to meet local needs.

It was a game-changer for us to see platform usage in Japan jump by over 200%, reflecting how better localization can improve user engagement.

Liz Lopacki, Senior Manager, Localization at BrazeLIZ LOPACKI
SENIOR MANAGER,
LOCALIZATION
BRAZE

The ability to centralize content processes while also empowering local teams transformed how Braze approached its expansion, supporting the company’s goals on multiple fronts:

  • Faster market launches: By streamlining workflows and leveraging AI through the Phrase Platform, Braze was able to quickly enter new markets, reaching customers in high-priority regions like Latin America, generating a significant number of new leads within the first few months.
  • Consistent brand experience: Even as the company scaled, Braze maintained a unified brand voice across different regions, building customer trust and loyalty.
  • Agile resource allocation: The insights provided by Phrase Analytics allowed Braze to focus resources where they would have the greatest impact, optimizing investments in content and quality improvements.
  • Maximized reach and efficiency: Automated localization workflows minimized manual tasks, enabling the lean localization team to launch more than 100 translation projects in a year. Even though more projects were handled, there was a 20% decrease in project related costs and time savings of up to 50%.
  • Unlocking new opportunities: Phrase’s customized integration with Sanity allowed Braze to streamline its digital ecosystem. The integration made it possible to transition the website to Sanity, simplifying the tech stack and enabling the rapid launch of localized sites. This strategic move not only reduced costs but also positioned Braze for future expansion with a more agile and adaptable infrastructure.

By integrating the Phrase Platform we’ve moved from a cost-centre to a revenue-driving team by proving our value through strategic localization initiatives.


IARA ALTKORN
LOCALIZATION OPERATIONS LEAD
BRAZE

Conclusion

Strengthening global customer engagement through a strategic partnership

 Reflecting on the journey, Liz notes, “Phrase helped us launch in more markets and sectors faster. Now, with an integration already available, we don’t need to reinvent the wheel for every new project.” 

The jump in platform usage in Japan was a key indicator of success, showing that effective localization goes beyond translation; it drives real business results. 

 

 

Phrase didn’t just help Braze localize content, it transformed how we approach global growth, enabling us to enter new markets faster and with greater impact. The ability to quickly adapt to new markets and deliver a consistent customer experience with high quality localized content, has become a differentiator for Braze.

Iara Atkorn

Localization Operations Lead, Braze

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