Maiju Nurminen leads marketing and user experience localization at what3words — the tech company that’s given every three-meter square in the world an address of three random words, so far in 48 languages. She is passionate about delivering meaningful experiences across all languages, cultures, and platforms. As a translator herself, Maiju is keenly aware of the limits of translation in localizing experiences that convert. As such, she is an advocate for data-led localization, mixing localization methods, and counts design as a language.