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Q&A with Jaime Punishill, CMO at Lionbridge

MEDIA 7 | August 26, 2019

Jaime Punishill, CMO at Lionbridge is an innovative marketing, channel, and product executive with a proven track record for finding blue ocean strategies and delivering scalable business operations.

Jaime is also an expert in operationalizing design thinking, translating new concepts and trends into workable business plans and operations, and delivering pragmatic innovation within a large enterprise.

MEDIA 7: Could you tell us about your role and journey into marketing?
JAIME PUNISHILL: As Chief Marketing Officer for Lionbridge, I oversee brand, demand gen, corporate communications, marketing, and customer research. Interestingly enough, I’m not a classic marketer by training. I have spent most of my career on the product side and in digital transformation. I’ve been doing that since the mid-1990s. At some point, it became clear that marketing was the next area that universal digital transformation was going to overtake, and areas like user experience and many other digital functions that had been done separately were going to move under the remit of marketing. I slowly moved into the marketing universe and helped with big digital transformation in my previous company. That led me to take on all our brand, advertising, and integrated marketing. In that way, I ended up with a more traditional marketing role, and that led me to Lionbridge.

M7: As a CMO, what are the biggest challenges you face?
JP: One of the biggest challenges is the unbelievable explosion in the martech space. I get over 300-400 emails and dozens of phone calls every day from different vendors who are trying to push different tools to help optimize the new digital experience. Keeping track of the rapid pace of evolution and trying to integrate all those tools is single-handedly probably one of the biggest challenges for CMOs. It swallows historical challenges, like getting the company to buy into a new understanding of the digital universe, or getting people to appreciate customer research and customer feedback.
These are always challenges, but they are all lower in scale now than just sheer digital transformation and the volume of tools and resources that accompany that transformation. There’s so much noise, and it’s really hard to tell what’s real and what’s not real.


"Keeping track of the rapid pace of evolution and trying to integrate all those tools is single-handedly probably one of the biggest challenges for CMOs."

M7: What was the most successful marketing campaign you have ever worked on? What made it so successful?
JP: In my previous organization, we led a re-brand of the company in its first-ever national advertising campaign. That meant we weren’t constrained by existing rules and assumptions about how things had to be done, so we were able to quite creatively and innovatively harness several digital channels in a way that many of our competitors hadn’t. In terms of revenue or asset flows, new customers, traffic to the website and just about every other metric, it was a tremendous lift. That’s probably the single-most effective marketing campaign I’ve worked on, and it was completely comprehensive. It had a brand component, a communications component, a community component. It had very specific direct targeting and campaigns along with a goal of raising basic awareness. We were targeting by social media profile and audience. I think it was successful largely because it was multi-faceted and end-to-end.

M7: At Lionbridge, how do you see AI evolving with digital media?
JP: For AI, we are still really in a hype-cycle. There is absolutely no doubt that AI and everything that falls under its purview will have a profound impact on the scale, data, and decisions we are able to process as marketers. The number of simulations and tests we will be able to run to optimize a campaign or project pre-launch, plus the ability for us to pivot real-time and use new insights, will be absolutely profound. But I think we are still very early in the journey. There’s more hype than substance right now. I’m not skeptical about AI’s eventual impact at all. But right now, the tools are not mature, and we are not mature in our understanding of AI, even regarding some of the most impactful ways to use it. So, I’m super optimistic over a 3-5-7-year period. But, I’m very skeptical over a 6-12-24-months period.


"AI and everything that falls under its purview will have a profound impact on the scale, data, and decisions we are able to process as marketers."

M7: How does the acquisition of Gengo strengthen Lionbridge’s position in machine learning?
JP: We are one of the world leaders in AI training data services. The fuel that makes AI work effectively is incredibly high volumes of high-quality data. And the problem is, as we know, most organizations have not done a good job being stewards of their data. Their data exists in lots of places, their data is not clean, it’s not annotated or mapped, there’s no organizing taxonomy around its structure. CDPs are still relatively early for a lot of folks, and so the catch is that you have lots of data, but that data may be largely unusable. Sort of like, there is a lot of oil in the ground, but just because the oil is in the ground doesn’t mean you have gas that works in your car or in a plane. A lot has to happen to refine it, to get it ready. The same is true with data “fuel.”

The good news is that we are one of the world leaders in helping companies refine their data so it’s usable in training their AI systems. Identifying and collecting data, and giving that data meaning, for example, is it metadata or actual data, is that an important variable or not an important variable, etc., is an integral step in the machine learning process. We help companies collect data, organize it, give it meaning so it can best feed our customers’ AI platforms.

We do this by activating our one million-strong SmartCrowd. The Gengo platform really helps us create a scalable system that will allow more companies to be able to improve the quality of their AI training data and, in turn, the quality of their AI.

M7: How do you stay updated on the latest trends in marketing technology?
JP: I read a lot. I get a couple of hundred emails a day. Part of that is because I sign up for lots of different sources of information. I think you have to consume a tremendous amount of information right now to pull in all the weak signals. And I probably dedicate more of my days than I would normally to looking at new capabilities just to keep me informed and up-to-date. This allows me to get a sense of when I think something is at a point where we can use it and harness something early for a strategic advantage.


"Most organizations have not done a good job being stewards of their data. Their data exists in lots of places, their data is not clean, it’s not annotated or mapped, there’s no organizing taxonomy around its structure."

M7: What are the top 3 trends that you foresee for 2019 going into 2020?
JP: We are going to hear more about AI. We will see more examples of it not working in the next 18 months than we will see examples of it working, but I think that’s a short-term phenomenon, and we will work out the issues.

I think there is absolutely no doubt that we are going to see an increase in the production and consumption of video and its import in the production cycle. People are consuming more and more videos, and even B2B buyers are much more heavily consuming videos as a way to absorb a lot of information in a pretty short period of time. In 2-3 minutes, you can convey a lot more, and frankly people can understand a lot more than if they spend 20 minutes reading a whitepaper or something of that nature.

And clearly, voice search is on a big rise. There are a couple of key reasons for that. If you think about the US workforce, half of it now only knows a universe where Google is the dominant information organizational paradigm. Pair that with the sheer explosion of speech applications and devices, whether in your home, in your car, or in your hand—today, every phone is speech-enabled. It’s clear that all the large players are investing a tremendous amount of effort into proving the quality of voice search, and an increasing number of users are speaking to a device or multiple devices to get information. That’s a real challenge for organizations and marketers, because the way people speak to their device and physically ask for information is not the same as how they type a query into a search engine. So, the whole way in which we optimize and organize for search results in a voice-search world is quite different than in a text-based or type-based universe.  

M7: What is your superpower?
JP: I’m not really sure I have a superpower. But there’s something I think I do that seems to be more of a struggle for some others. I’m able to assemble a collection of weak signals to predict what is going to happen before it happens. I really believe all the information is there, but I seem to be able to use that information to make some good bets about what the future holds.

ABOUT LIONBRIDGE

Lionbridge partners with brands to break barriers and build bridges all over the world. For more than 20 years, we have helped companies connect with global customers by delivering marketing, testing and globalization services in more than 300 languages. Through our world-class platform, we orchestrate a network of 500,000 passionate experts in 5,000-plus cities, who partner with brands to create culturally rich experiences. Relentless in our love for linguistics, we use the best of human and machine intelligence to forge understanding that resonates with our customers’ customers. Based in Waltham, Mass., Lionbridge maintains solution centers in 27 countries. Learn more at www.lionbridge.com.

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YouScience® Brightpath Empowers Educators and Students for Academic and Career Success

PR Newswire | August 25, 2023

Based on nationwide research, the majority of high school graduates face a lack of preparedness in making crucial college or career decisions upon graduation, often feeling uncertain about their chosen educational or career paths. • Nearly 75% of high school graduates did not feel fully prepared to decide on their future career or education during high school. • 37% of high school graduates are not sure they are where they want to be in their education or career path Moreover, the strain on counselors and teachers–due to heavy workloads and limited resources–exacerbates the issue by creating gaps in essential discussions about postsecondary opportunities. There is an acute need for solutions that bridge this gap, and help students who are struggling to transition from high school to college, trade school, and career. YouScience® is the leading technology provider dedicated to solving the skills gap crisis for students and employers. Thousands of middle schools, high schools, colleges, universities, trade schools, chambers of commerce, and employer partners use various applications from YouScience. The award-winning education technology company recently launched YouScience Brightpath, which supports educators in addressing critical issues facing students in one unified platform. With Brightpath, educators can: 1. Personalize students' education pathways for increased academic and career success. 2. Provide deeper purpose for classwork by supporting real-world career outcomes into every student's educational journey. 3. Connect students to their future by bridging the gap between education and industry in meaningful and personalized ways. 4. Support every student's growth through the major transitions between middle school to high school, high school to post-secondary learning, and from the classroom to careers. "Brightpath has been an incredible tool to measure student growth in the classroom," said Joel Casiday, from Coldspring-Oakhurst High School in Coldspring, Texas. "Our teachers can give their pre-assessment at the beginning of the year and then the certification exam for the course at the end of the year. The student receives real-time certifications and the teacher has valuable data that shows student growth and instructional impact. With the launch of the career research tools and all the full Brightpath suite offers, our students will be poised for success after graduation." YouScience Brightpath makes it easier for educators to help students connect what they are learning in the classroom to real-world applications. This includes career and technical education (CTE) programs, skill certifications and credentials, and resume creation. "Having a comprehensive platform that helps us connect what students are learning in the classroom with real-world career opportunities turns education into a tangible experience," said Thalea Longhurst, State CTE Director for the Utah State Board of Education. "Local employers also like YouScience Brightpath because they can engage with students, who have the aptitudes and certifications they need, to start building a talent pipeline. It opens doors and opportunities for all Utah students to have a successful future—whether that's 4-year college, trade school, or jumping into a career." Research shows that helping students discover their aptitudes, and building personalized high school and postsecondary pathways, enables student success. In 2022, nearly 80% of high school graduates reported feeling better prepared to choose their educational and/or career pathway based on understanding their natural aptitudes. "Unleashing student potential is at the heart of what we do," said YouScience CEO Edson Barton. "To do that we must empower educators with the best professional tools. Brightpath makes it easier to collaborate across schools and districts, between middle and high schools, and from grade to grade. Brightpath is designed for today's professional educator. Speed, ease of use, scalability, and systems simplicity is top of mind." About YouScience YouScience is the leading technology provider dedicated to solving the skills gap crisis for students and employers. Its end-to-end platform, YouScience® Brightpath, connects education with career applications designed to help students unlock their potential for future pathways. YouScience leverages proven research, artificial intelligence, and industry input to help individuals identify their natural talents, validate their skills and knowledge, and get matched with real-world educational and career pathways in high-demand occupations. YouScience is the preferred choice of individuals, parents, educators, and counselors to guide and support educational and career pathways, currently serving more than 7,000 educational institutions and nearly one million users.

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Online Education

eDynamic Learning Enhances Career Solutions via Learning Blade Acquisition

PR Newswire | September 26, 2023

eDynamic Learning, North America's largest provider of digital curriculum for electives and Career and Technical Education (CTE) courses for schools, announces they have acquired the company behind Learning Blade® and Ready for Industry®. This is eDynamic Learning's fourth industry acquisition and further expands access for students and teachers to industry-leading career exploration curriculum and a growing suite of college and career readiness tools. "Learning Blade and Ready for Industry offer an impactful expansion of the tools and resources from eDynamic Learning to further support our mission of guiding students' passion to purpose. By reaching learners at pivotal stages of their academic development, we can guide them to visualize and prepare for their futures and ultimately, enter the workforce ready for success with the necessary knowledge, skills, and certifications for a wide range of industries." Jerry Wooden, President and CEO of eDynamic Learning. Learning Blade introduces students in grades five through nine to science, technology, engineering, and math (STEM), CTE, and computer science careers through interactive and engaging online tools in "mission" based storylines. Students work together in teams as they accomplish goals and explore over 100 careers by completing more than 400 online lessons, project-based lessons, and presentations. Parent resources, 3D printing, and design thinking lesson plans are also provided. Learning Blade's newly released Introduction to Coding course is also widely used to introduce computer science to middle school students. The innovative Ready for Industry (RFI) platform creates a career bridge for learners by providing essential industry knowledge for the five highest-demand industries across the country: healthcare, manufacturing, information technology, construction, and logistics. Specifically designed to address career preparedness and awareness, RFI provides 20-hour courses suited for high schools, community and technical colleges, and adult education programs. The program has also worked in collaboration with National Occupational Competency Testing Institute (NOCTI) to create an industry-recognized credential program in all five industries. "By joining eDynamic Learning, more students and adults will have the ability to discover and better prepare for high-demand careers that align to their interests and meet the needs of the workforce. With this new relationship and our successful statewide strategy, we are excited to have more support allowing even more states and organizations to have access to these innovative tools." Sheila Boyington, Co-Founder of Learning Blade and Ready for Industry. About eDynamic Learning eDynamic Learning is the K-12 publishing industry's largest provider of college and career readiness solutions established with a mission of helping students find their passion and prepare them with the knowledge and skills to make life-shaping decisions. eDynamic Learning offers award-winning courseware for grades 5-12 with more than 250 career-focused elective and career technical education courses. eDynamic Learning is also the leading provider of simulation-based educational content with over one-third of all U.S. high schools using the Knowledge Matters- Virtual Business line of simulations. About SAI Interactive, Inc. d/b/a Thinking Media SAI Interactive, Inc. has made the past two years of Inc. 5000 and was named Small Business of the Year by the Chattanooga Chamber of Commerce. The company was founded by Sheila and Dr. Dane Boyington who have developed some of the most respected and innovative tools in the education technology field. In addition to the current products Learning Blade® and Ready for Industry®, Thinking Media has been widely recognized by experts and innovators in the fields of education and workforce development.

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Continuing Education

Vernier Science Education Announces Strategic Corporate Transition for a Sustainable Future

PR Newswire | September 28, 2023

Today, Vernier Science Education, a leading provider of innovative science and STEM education solutions, announced a significant organizational shift that will chart the course for its mission and values for the foreseeable future. The company will evolve from partner-owned to being owned by a Perpetual Purpose Trust. This allows Vernier Science Education to ensure values-aligned ownership succession and uphold its core mission and values indefinitely, ensuring that its social and charitable objectives remain a priority in perpetuity, securing the futures of its valued employees, and reinvesting profits back into the business while sharing benefits with employees, customers, and communities alike. The Perpetual Purpose Trust is a bold and innovative approach that aligns perfectly with Vernier's vision of serving educators, students, the STEM community, and communities at large. The decision to reevaluate and reimagine Vernier's ownership model and long-term commitment to its mission comes as John Wheeler, the CEO of Vernier Science Education, prepares to step back from day-to-day activities, ushering in a new era of innovation and purpose-driven sustainability for the company. "Our decision to reevaluate our business and establish a Perpetual Purpose Trust stems from our unwavering commitment to STEM education and sustaining the values and principles that have defined Vernier for decades. This transformational shift will enable us to secure the future of our employees, reinvest in our business, and continue our mission of creating a STEM-literate society," said Wheeler. "I am honored to continue to guide our work during this transition, and I look forward to the remarkable achievements that lie ahead for Vernier Science Education." Wheeler will remain in his position as CEO until a nationwide search identifies a replacement. He will continue to be active in Vernier Science Education providing guidance and leadership to the organization and supporting the new CEO. The transition from partner-owned to Trust-owned will be funded by both gifting and purchase of shares from current Partners. Dave and Christine Vernier, the company's co-founders and key figures in its success, will remain actively engaged in the Vernier Science Education family, offering their invaluable insights and support as the company embarks on this exciting new chapter. "Vernier Science Education has always been driven by a deep commitment to advancing STEM education. As we transition to a Perpetual Purpose Trust, we're reaffirming our dedication to our mission and values, and commitment to staying a local independent Oregon-based company for generations to come," said Dave Vernier. "Christine and I are excited to continue contributing to the Vernier family and witnessing the positive impact this strategic move will have on educators, students, and the STEM community. This is how we pay back the years of success our organization has had and give back to our community." By establishing a Perpetual Purpose Trust, Vernier Science Education joins other socially-conscious organizations, foundations, and companies committed to long-term sustainability, fostering a sense of purpose that extends far into the future. About Vernier Science Education Vernier Science Education is a leading provider of innovative solutions for STEM (Science, Technology, Engineering, and Mathematics) education. For over four decades, Vernier has been dedicated to supporting educators and inspiring students to explore and understand the world of science. With a commitment to quality, Vernier's comprehensive range of data collection and analysis tools, along with its educational resources, empowers educators to facilitate engaging and hands-on learning experiences. To learn more, visit vernier.com.

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Lionbridge

Lionbridge

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