Say Grüß Gott to our trusty Austrian translator Nicole Gansterer. An expert in B2B comms, Nicole knows what it takes to appeal to the lucrative DACH market and strike the right note with German-speaking clients. In this article, Nicole shares some insights into her role as a localisation professional.
How did you get into translation?
I realised early on that I wanted a career where I could pursue my love for language and communication, and translation felt like a natural fit. But I almost lost hope before I even started: A careers adviser visiting my school told me I had no future in the field because I hadn’t grown up bilingually and my language combination wasn’t “exotic” enough.
Thankfully, I didn’t take that advice to heart and studied Transcultural Communication in Vienna, later obtaining an MA in Translation Studies in the UK. Along the way, I realised just how wrong that advice had been. Being a good translator isn’t about growing up bilingually – a lot of it is about cultural insight, empathy for the reader, research skills, creativity, solid decision-making skills, and so much more. As a translator, I have worked in both in-house and freelance roles, collaborating with the First Edition team since 2024. I still love the profession just as much as I did when I started out many moons ago.
What are your areas of specialisation?
My main area of expertise is marketing, particularly in the B2B space across sectors like SaaS, cybersecurity and e-commerce, but I’m especially passionate about working with sustainability-focused consumer brands. Helping these companies communicate authentically across cultures is a key driver in my work and often involves transcreation to preserve their unique voice. I also regularly work in the fields of culture, tourism and academia, translating everything from cultural heritage and travel content to academic publications and university outreach materials. My workload involves more technical and medical projects too.
Each subject area comes with its own challenges – from tapping into creative problem-solving to navigating dense terminology or historical references. It’s exactly this variety that makes translation such a rewarding profession.
When translating from English into German, what particular challenges are there?
One common issue in English-to-German translation is tone – particularly the chattiness often found in English texts. English tends to be more conversational and sometimes includes filler phrases that feel natural to native speakers but can seem redundant or confusing in German, which generally favours clarity and efficiency. This style can also quickly make German sentences convoluted, often resulting in long, complex structures with multiple sub-clauses.
Similarly, English content often leans on wit and informality to connect with the reader – even in business contexts. While that tone can be part of a brand’s identity, it doesn’t always land the same way in German. Adapting it to feel friendly and approachable without sounding inappropriate or overly casual takes careful judgement.
Another frequent challenge is space. German translations are typically longer than their English counterparts – by 10% to 35% – which becomes tricky in formats with strict character limits such as ads, UI elements or subtitles. It’s about finding creative ways to stay within those constraints without losing meaning or impact.
What do you think is the best thing about being a translator?
The best thing about being a translator is the opportunity to learn something new every day. Most translators I know share an innate sense of curiosity, and I find it incredibly rewarding to dive deep into highly specific subject areas. For example, my days can be spent researching the workings of hydraulic valve systems or software repositories, or exploring the differences between two very specific types of historical garments.
What has been your favourite First Edition project thus far?
My favourite project with First Edition was translating an academic anthology about an ancient manuscript. It was a perfect example of what I mentioned earlier – diving deep into a highly specific topic. Another fascinating challenge was working with excerpts from the original manuscripts, which required me to transfer archaic language into German while maintaining its historical nuance and authenticity. Editorial works like these are always a pleasure to sink your teeth into.
Nicole, thanks so much for our successful collaboration to date and for talking to us today!
In the localisation business since 1981, we work very closely with vetted, qualified linguists such as Nicole to successfully bring your content to new audiences and unlock fresh opportunities. If you’d like to know more about what we can do for you, simply contact our multilingual project managers at enquiries@firstedit.co.uk.