Virginia Virino Jódar has spent many years honing her craft as a business development manager and sales executive for language service providers (LSPs) like SeproTec, Linguaserve, and Pangeanic. Here, she argues that adaptability, collaboration, and integrity are crucial to success in a competitive landscape.
Why do you enjoy reading MultiLingual magazine?
For me, it’s the way every article is thoughtfully contextualized and accompanied by photos, graphics, and charts — even the advertisements feel like an integral part of the content. The magazine combines this with incredibly diverse material, bringing together multiple perspectives from across the translation community. That variety of voices offers an enriching view of our sector.
The layout also stands out — it’s not just about the information but the experience of reading it. Each issue feels like an invitation to slow down and explore, page by page, uncovering stories, curiosities, and insights about localization, translation, and interpreting. From the covers to the fonts, everything enhances the content. Plus, I’m a big fan of the digital version — it’s practical and just as engaging!
How did you get involved in the translation business?
By sheer chance — that’s how I stumbled into the expansive and intricate “translation and localization industry.” However, my connection to language goes back further. I studied journalism, founded a modest local newspaper, and have always thrived in communication-driven environments.
I owe so much to the extraordinary group of linguists, technicians, IT support, data scientists, translators, and the team in Japan who worked on our services in Asia. Thanks to my management’s decision to partner with the business-to-business (B2B) marketing agency Connext and my invaluable colleague, digital marketing specialist Aurora Ramírez, we managed to build connections in a very complex market. At that time, they taught me a completely new approach — not only to sales processes, but also to managing marketing strategies. These professionals, each excelling in their area, taught me everything I know about both traditional translation and technology-driven language services.
My next two roles in the sector taught me so much about the importance of methodology, and to have a close collaboration with every department involved in the service chain. For a business development manager (BDM) in this industry, fostering a positive work environment is crucial; one way or another, it always shows in how clients perceive the final work.
Since you entered the translation industry, how has the business landscape changed?
The world has changed dramatically since late 2019; the transformation has been a revolution. The pandemic, coupled with ongoing globalization, has cemented technology’s role in tools, workflows, and even the visions that guide us. This has undoubtedly reinforced the crucial role of integrated digital marketing frameworks in business development and sales.
I firmly believe there is significant demand in the industry, although the processes for acquiring and maintaining client portfolios have evolved from traditional models. The market is increasingly competitive, but LSPs play a fundamental role in educating their audiences through communication. These opportunities are lost if we fail to connect with clients effectively, building global reach, while adapting to diverse audiences. For me, there’s no innovation without leadership and credibility.
That said, I find the vocation of those in this field timeless and deeply inspiring. It is amazing to see the pride and passion of LSP professionals, from CEOs to project managers. Perhaps it’s because language professionals are often idealists. The sense of belonging and commitment I’ve observed is a testimony to the resilience and adaptability of this industry.
Could you share your experience working with your first client or on your first project?
I had to adapt quickly, juggling dozens of clients simultaneously. In localization, every project demands precision and a tailored approach — no two are alike. Language nuances, specialized content, and unique client expectations mean starting from scratch each time.
I’ve had client requests that seemed almost impossible at first glance. But with teamwork, talent, and rigorous planning, the difficult becomes achievable, and those solutions lead to satisfied clients who feel valued. That’s the magic of delivering results through effort and shared expertise — from management to the last translator.
Early on, I managed sales while overseeing sales-related marketing initiatives. Beyond managing client portfolios or exploring new market niches, I introduced tools, updated pricing models, and streamlined processes to enhance responsiveness and value. For instance, we launched annual subscriptions to our machine translation (MT) platform and document anonymization services, offering competitive, high-quality solutions.
Attending my first event in Zurich, followed by Web Summit in Lisbon, was transformative.
Packaging services for diverse audiences taught me the importance of adaptability. The technology driving linguistic solutions was still maturing, and skepticism lingered within the industry. Later, I joined a company that had been a client. Their recognition of my work and trust in integrating me into their team remains a career highlight. It is a reminder of the value of collaboration and integrity in a competitive landscape.
Do you believe it’s a good time to enter the translation business?
It’s hard to say. Perhaps this very uncertainty is what defines the current state of the industry. While many sectors capitalize on change to foster stability, the translation industry is grappling with rapid advancements and evolving expectations.
Translation has been a human necessity since ancient times, as evidenced by the translation of religious texts thousands of years ago. Today, technology plays a central role, but it’s not the sole factor. I’ve seen professionals transition into roles like prompt engineers, yet the key lies in diversifying offerings and embracing innovation within language services.
Marketing has to be one of the most valuable tools for any LSP. Like other highly segmented sectors, understanding the role of marketing can drive the prominence of language services in global communication.
Where do you see yourself professionally in the next 10 years?
In today’s landscape, we’re all juniors in embracing new trends and seniors in applying our accumulated experience. I hope to contribute to a forward-thinking company that values versatility — a team that combines curiosity with expertise to tackle challenges, implement innovative tools, and manage projects under tight deadlines.
What predictions do you have for the future of the translation industry?
I prefer focusing on the present to build a sustainable future rather than making predictions. However, I firmly believe that skilled professionals are as essential in sales as they are in project management or human resources. Selling something as invaluable as communication requires credibility and expertise. Sales and marketing teams need robust tools — customer relationship management systems (CRMs), analytics, and adaptable strategies — to seize business opportunities tied to language. While technology enhances efficiency, the real differentiator will always be the “professional in the loop.”
