Catharina Pawella


How eBay makes product content work globally
Co-presenting with DeAnn Wright

One of the world's top brands, with over 165 million active buyers and 1 billion live listings, eBay's vision is to be the world's favorite destination for discovering great value and unique selection.

eBay vets, DeAnn Wright and Catharina Pawella, will discuss how they work with product managers, designers, researchers, and localization to equip sellers with the tailored information they need to grow their business around the world, while giving buyers access to an unmatched selection of goods at the right price. We measure our success by our customers' success.

In this presentation you'll see how the eBay content team ensures that content is truly global and intuitive in 190 markets. Hint: You need to do more than translate your content to establish any type of emotional connection with your customers. We'll show you how we transcreate and adapt content to work in different countries and cultures. We'll also share our successes and pitfalls along the way.


Catharina Pawella is a Global Content Strategist at eBay, leading the German content team. She is in charge of the adaptation of product content for Germany, Austria and Switzerland. In most cases German is the first non-English language that new product features are launched in at eBay. Therefore, many challenges pop up in Germany for the first time. Next to product content, Catharina's team also supports product marketing to ensure content consistency across all channels.

Catharina holds a degree in business administration, is a certified usability consultant, and an operational excellence enthusiast. Having worked in content and communications for over 15 years, Catharina is a true content generalist - with experience in content strategy and content management as well as content marketing, product management, business development, and corporate communications.

Catharina's biggest strength is to create and drive successful content strategies by breaking them down into organizational processes and actionable plans.