Eunnara Jo, the founder and CEO of JOEL Localization, has built an impressive career at the forefront of the language services industry. With a background in conference interpretation and translation, Jo brings a wealth of experience and expertise to her leadership role. Her company, based in Korea, offers a broad range of localization services to clients around the world, including the United States and Europe.
Eunnara Jo| Founder and CEO | JOEL Localization
JOEL Localization’s mission goes beyond translation—it aims to bridge information gaps across cultures and markets, fostering connections that drive global business success. Jo’s career in the language services industry began after she graduated from a prestigious graduate school of interpretation and translation in Korea. Her early years were spent working as a simultaneous interpreter, translator, editor, and project manager for large Language Service Providers (LSPs). These roles gave her invaluable experience at every stage of the localization process, allowing her to gain a deep understanding of the industry’s intricacies. At EliteX, we are proud to have Eunnara Jo as part of the edition: 10 Elite CEOs in Asia, 2024.
Through her work, Jo observed the challenges faced by clients in navigating the complexities of global markets. “I was able to see the common pain points of customers,” Jo recalls. This insight, combined with her hands-on experience in various roles, inspired her to create her own company. In founding JOEL Localization, she sought to address these challenges by offering comprehensive, end-to-end localization solutions tailored to each client’s unique needs. As the leader of JOEL Localization, Jo embraces a leadership style that balances autonomy with structure. She believes in empowering her team to make decisions within clear guidelines, enabling them to utilize their strengths in the most effective way. “It’s important to give employees enough autonomy but with clear guidelines,” she explains. This approach fosters creativity and independence, while ensuring that the company’s high standards are consistently met.
“We go beyond delivering messages—we’re building communities.”
Jo also emphasizes the importance of adaptability and forward-thinking as a CEO. One of the biggest challenges she faces is balancing the decision to invest in scaling up the company versus maintaining its current stability. To overcome this, Jo takes a long-term perspective. “I try to think long-term. The value you get out of a project doesn’t always have to be monetary,” she notes. By focusing on both tangible and intangible benefits—whether it’s experience in a new field or the prestige of partnering with a major client—she guides her company toward sustainable growth. Looking to the future, Jo envisions her company going beyond just delivering localization services. “I see us going beyond delivering messages into building communities,” she says. JOEL Localization’s mission to facilitate and manage communication extends beyond bridging language barriers—it’s about creating lasting connections between brands and their audiences.
Jo’s recent appointment as the President of the Asian-African Chamber of Commerce & Industry (AACCI) Korea is a testament to her commitment to this vision. In this role, she aims to assist AACCI members in expanding into new markets, helping them find the bridges they need to succeed on a global scale. This strategic move reflects her belief that effective communication is at the heart of business success, and that localization plays a key role in fostering organic exchanges between brands and their users. As with any business, setbacks are inevitable. However, Jo views these challenges as opportunities for growth. “It’s a matter of perspective,” she says. Whether it’s a disagreement or a misunderstanding, Jo approaches challenges with a level head, focusing on resolving issues through open discussions rather than letting emotions take over. “Don’t use up your emotional energy at work, save it for your family and friends!” she advises, emphasizing the importance of maintaining a healthy work-life balance.
One of JOEL Localization’s key differentiators is its commitment to innovation. While many competitors focus solely on delivering the final product, Jo and her team manage the entire localization process from start to finish. “We become a partner to our clients,” Jo explains. This comprehensive approach not only streamlines the localization workflow but also strengthens the relationship between JOEL Localization and its clients. Technology plays a crucial role in JOEL Localization’s strategy. The company uses advanced tools like translation management systems (TMS) and machine translation to enhance efficiency. However, Jo is quick to point out that technology is just one part of the equation. “Our deep expertise in localization and interpretation allows us to go beyond just converting text or speech from one language to another,” she says. By combining technological tools with human expertise, JOEL Localization ensures that each project is tailored to the specific needs of the client, delivering high-quality results every time.
“The value you get out of a project doesn’t always have to be monetary.”
Jo is also committed to giving back to the industry and fostering knowledge sharing. This year, JOEL Localization is sponsoring memoQ Day Seoul, providing equipment and simultaneous interpreters for the event. memoQ, a translation-assisting tool, helps streamline the localization process, and JOEL Localization’s sponsorship will contribute to industry advancement by facilitating tool training and networking among localization professionals. As a CEO, Jo recognizes the importance of maintaining balance in her personal and professional life. To stay productive, she has developed a morning routine that allows her to start the day with a clear mind. “I try to not start my screentime before my morning coffee,” she shares. Instead, Jo begins her day with simple, calming activities like stretching and enjoying a quiet moment with her coffee before diving into work. This routine helps her approach each day with focus and clarity.
Jo also encourages aspiring entrepreneurs to be kind to themselves. “It is important to find a good balance between pushing yourself and being generous to yourself,” she advises. For Jo, success isn’t just about achieving financial milestones—it’s about being on good terms with yourself through all the ups and downs of entrepreneurship. Looking ahead, Jo sees significant changes on the horizon for the localization industry. The traditional compensation model, which pays translators based on the number of words processed, is becoming outdated in the age of machine translation. As technology continues to evolve, Jo believes that a new approach to compensation and collaboration will emerge, one that values the holistic role of both machine translation and human expertise.
At JOEL Localization, Jo and her team are already embracing this shift. By positioning themselves as flexible partners who can adapt to the changing landscape of the industry, they are setting the stage for future success. Jo’s forward-thinking approach ensures that her company will remain a leader in the localization space, ready to meet the needs of clients in an increasingly interconnected world.
“It’s important to give employees enough autonomy but with clear guidelines.”
Eunnara Jo’s journey from interpreter and translator to CEO of JOEL Localization is a testament to her expertise, vision, and dedication to her craft. Her leadership style, commitment to innovation, and passion for building global connections have positioned her company as a trusted partner in the language services industry. As Jo continues to guide JOEL Localization toward new opportunities, her focus on community building, technological innovation, and holistic collaboration will ensure the company’s continued success in the years to come.
