On October 23, 2025, senior localization leaders from across Europe gathered at the Sir Victor Hotel in Barcelona for UnLOCked Barcelona 2025. It was a high-impact, day-long event hosted by Vistatec and Phrase with a focus on turning localization into a business growth driver. The event combined keynote insights, peer-driven discussions, and actionable takeaways in a collaborative format.
Vistatec was represented by Emma Hilton, Rosanna Kale, and Pat Kelly, who participated in both the formal sessions and the networking opportunities throughout the day.
Opening Remarks
The afternoon began with welcome bites and informal networking, followed by opening remarks from Patrick Kelly, Co-founder and CCO at Vistatec. His message set the tone for a day centered on alignment, acceleration, and innovation.
Keynote: Shifting Left for Impact
Kevin O’Donnell, International Growth Advisor at GlobalX, delivered the keynote address, “Shifting Left for Impact: Turning Localization into a Growth Driver.”
He challenged the audience to move beyond localization as a post-production step, urging companies to embed localization upstream within product design, content planning, and business strategy. O’Donnell explored the disconnect between traditional localization KPIs (cost per word, turnaround time) and executive business metrics (ARR, retention, customer satisfaction), advocating for storytelling, partnership, and AI-enabled experimentation.
His presentation reinforced the need for companies to reframe localization teams as architects of global growth rather than cost centers.
Panel: Aligning Localization with Business Objectives
Moderated by O’Donnell, the panel discussion brought together industry leaders, including:
Teresa Toronjo, Localization Manager at Malt
Andrea Guisado Muñoz, Senior Director of Localization at KAYAK
Francesca Sorrentino, Localization Director at Phrase
Patrick Kelly, Co-Founder and CCO at Vistatec
The panel explored the role of localization in shaping business growth in a compelling discussion. They shared tactical approaches for securing executive buy-in, embedding localization into product workflows, and aligning with teams such as engineering and marketing. A key theme was the shift from reactive execution to proactive influence, with localization leaders positioning themselves as strategic collaborators across the business.
Audience questions sparked a dialogue on metrics that matter, time-to-market, GSV impact, and real user engagement data, as well as on the responsible integration of AI and automation into localization workflows.
Roundtable Exchange: Turning Insights into Action
In the second half of the event, attendees participated in structured roundtable sessions designed to encourage open knowledge sharing. Each table discussed one of five key questions, from how to shift left in real-world workflows to measuring localization’s impact on revenue and future-proofing with AI.
Key takeaways included:
- The importance of building cross-functional partnerships with design, product, and customer success
- The shift toward proving ROI through hyperlocal engagement metrics
- A growing openness to AI adoption, tempered by concerns around quality, governance, and the need for human-in-the-loop frameworks
Insights from each table were shared back with the whole group, creating a collective snapshot of the state of localization across global enterprises.
Connecting in Barcelona
Following the formal sessions, guests continued the conversation over cocktails and canapés during a rooftop gathering, before gathering for an intimate networking dinner. The relaxed setting was full of meaningful connections and idea exchange, closing the day with momentum and clarity.
Looking Ahead
UnLOCked Barcelona 2025 was a clear indicator of a maturing industry. The conversations and collaborations sparked at Sir Victor will no doubt carry forward into 2026, influencing roadmaps, partnerships, and AI strategies across global enterprises.
For those who joined us, thank you for contributing to such a forward-thinking event. Stay tuned for future UnLOCked events as we continue advancing localization as a catalyst for global business success.
