The team at Brand2Global 2014

The Localization Institue


The Localization Institute Inc., based in Madison, Wisconsin, is the global leader in providing conferences, training, and education in localization – the adaptation of products and services for international markets. Founded in 1996, the Institute offers seminars, certification programs and round tables. Together with MultiLingual Computing, it organizes Localization World conference, the largest industry event, which takes place annually in Asia, Europe, and North America. New in 2013 , the Brand2Global Conference focuses on best practices in global branding, global marketing campaigns, and global digital media.

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Brand2Global’s Key Team Members

  • Ulrich Henes
    Ulrich Henes Brand2Global Founder

    Ulrich Henes is the founder and president of The Localization Institute, a Madison, Wisconsin-based consulting and event organizing company. Already in his early years, Ulrich was fascinated by language, cultural differences, and global business. He spent the first decade of his career organizing international campaigns against the arms race and apartheid; and promoting global social justice. For the past 25 years Ulrich has channeled his passion for all things global into promoting awareness and respect for differences among people, countries, and languages in the international business community.

  • Dr. Nitish Singh
    Dr. Nitish Singh Brand2Global Co-Organizer

    Dr. Nitish Singh (Ph.D. MBA, MA) is a leading global digital marketing and localization expert. He is also an Associate Professor at Boeing Institute of International Business, Saint Louis University.

    Dr. Singh is the author of ‘Localization Strategies for Global e-Business’ published by Cambridge University Press 2012. He has also co-authored ‘The Culturally Customized Website’ and “Proliferation of the Internet Economy’, and he has published more than 40 academic papers in top journals. His primary research focuses on cross cultural consumer marketing, global e-business and sustainability. He holds a PhD in Marketing and International Business from St. Louis University and an MBA and MA from universities in India and the United Kingdom.

    Dr. Singh’s new project is Integtree, offering services in Ethics, Compliance, and Sustainability.

  • Michele Westphall
    Michele Westphall Global Marketing Leader

    Michele Westphall oversees Advisory Board coordination, program development, and the sponsorship/exhibitor programs for the Brand2Global Conference. She holds a BS in Integrated Marketing and an MA in Public Relations & Advertising both from DePaul University in Chicago, Illinois and joined The Localization Institute team in 2016.

    Michele has a special interest in branding and believes the road to success is “just being a really good person”. She has spent over 20 years helping companies build strong communities.

  • Jill Nellis
    Jill Nellis Financial Manager

    Jill Nellis is the Financial Manager for The Localization Institute, Inc, a Madison, Wisconsin based consulting and event organizing company. She earned a Business Administration degree from the University of Wisconsin Madison in 1992 and joined The Localization Institute, Inc. in 2007.

    Previous positions include Grants Administrator for Boston University School of Medicine and Associate Sales Representative for Pitney-Bowes.

    She lives north of Madison, WI with her 2 teenage boys.

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