Meet the Pride: Laura B.

In this installation of our Meet the Pride Series, meet Laura B., a creative program manager who’s passionate about bringing ideas to life for customers, helping determine what kind of content they need, and providing a steady stream of localized content for their target audiences.

Tell us about your role at Lionbridge.

I'm a creative program manager. I collaborate with an incredibly talented team of graphic designers, copywriters, project managers, and other creative professionals to develop marketing and training materials for global brands. It's very cool and a bit different from our main core business. What our team does complements our core localization efforts exceptionally well, as many of our creative projects proceed through localization right after client approval of the assets in English. This approach is very convenient for our clients, since it streamlines communication and efficiency in processes, workflows, and cost management. We’re the language and culture experts, after all, so it only makes sense that we also offer the possibility to create content from the very beginning.

How did you come to this work?

It's funny because I was initially looking for a different type of role. Before joining Lionbridge, my background was in marketing and brand strategy. I worked directly with global brands, so I had never experienced the "agency side" of the business. However, I saw a job posting on LinkedIn. After reading the job description and responsibilities, I realized: "I've never had this job title 'officially,' but this is what I've been doing for the past 15 years." I've been involved in taking ideas born from market opportunities or business needs and guiding them through all phases, challenges, learnings, and redirections until they become a reality.

What do you enjoy most about your role?

I love seeing an idea come to life. It's incredibly fulfilling. While it involves meticulous planning to keep projects on track regarding timelines, budgets, and quality, every day is different. My role is dynamic, requiring constant learning, adjustment, and problem-solving to ensure we have the right resources at the right time to deliver what clients need. Sometimes, half the work is figuring out what the client wants. It takes a lot of digging and asking the right questions to ensure we deliver the highest quality without unnecessary reprocessing. It's all about teamwork, which may sound cliché, but it's true. Everyone brings their own skills and experience, working together to ensure the brand's message resonates with audiences worldwide.

What does a typical workday look like for you?

The beauty of my role is that there's no "typical day." While we regularly deliver standard assets for clients like Motorola and Lenovo, our team’s creative work is constantly evolving. I get involved in diverse projects, from engaging short-form videos to beautifully designed presentations. I have the privilege of collaborating with teams worldwide to raise awareness of Lionbridge's creative side, both internally and with our existing customer base and even potential new clients.

How long have you been at Lionbridge? How have you seen the company evolve over that period of time?

I've been with Lionbridge for almost five years, and it's been great to witness the company evolve and diversify its revenue streams. AI is here to stay, and while many processes and workflows have been automated, human creativity remains irreplaceable. New tools will continue to emerge, and that's wonderful. However, global brands will still need real people working with AI, providing the right prompts and leveraging experiences, insights, and past mistakes to ensure their connection with audiences isn't lost in a sea of homogeneous content. Key brand messages still require that human spark to resonate with real people who will buy a product or service.

What excites you the most about the industry you work in?

The constant evolution. When I graduated from college, social media was just emerging. No one could have predicted how it would transform our lives in countless ways, including how brands connect with customers. Today, we are perpetually online, equipped with incredible AI tools, and able to create almost anything our imagination can conceive.

Continuing to collaborate closely with our sales and technology teams will enable our creative efforts to reach more clients who already trust us, ensuring we can effectively adapt to the ever-changing market landscape.

Where do you live, and what do you enjoy most about it?

I've been living on a farm for the past two years, and it has changed my life in more ways than I anticipated. I wake up to birds singing near my window, and I enjoy feeding carrots to horses between Teams calls. I've had the privilege of living in vibrant cities like Moscow and Montreal. However, countryside life has given me a grateful, peaceful heart and newfound appreciation for the small things in life.

What do you enjoy doing outside of work?

I like to keep both my mind and body active. I love hiking with my dogs (sometimes a calf joins in), watercoloring, reading, and cycling. I haven't cycled recently, but plan to resume it by signing up for a race. I’ve met wonderful friends through sports, and the thrill of crossing a finish line, regardless of where you place, is a rewarding experience after all the hard work and effort put into training.