Omron has been building industrial automation products since 1933, and its founding motto still holds up nearly a century later: the machine should do the work of machines. That idea now sits behind a $5 billion business with roughly 26,000 people, operating across industrial automation, healthcare, electronics and social infrastructure. Its European operations run out of Amsterdam, with product managers spread across the region and most source material still originating at headquarters in Japan.

A product built in Japan doesn’t automatically land in Europe. Sometimes Omron launches a version that isn’t the right fit for this market. Sometimes the video, the layout or the caption were made with a different audience in mind. Add eleven languages, eleven product managers, and a platform where even a small website update means looping in several departments before anything goes live, and global scale stops being an advantage on its own. It only works if someone keeps adapting it, not just translating the words, but the intent, for the market in front of them.

Our role at Omron started focused on new product introductions and website updates, and grew into full ownership of sales content and direct contact with all eleven regional product managers.

That growth brought a new toolkit with it: Showpad, including hands-on sales training in Germany to help newer commercial teams get up to speed; Framer, introduced specifically to cut the constant back-and-forth with developers on every content update; and DeepL, adopted for first-pass translation with local teams validating instead of an outside agency.

Local judgment shaped the work as much as the tools did. The team coordinated the production of new films with external agencies whenever material from Japan wasn’t the right fit for Europe, and recommended skipping a sales package altogether for one product that turned out too niche to justify one. Elsewhere, the team pushed in the opposite direction, proposing and piloting a short, standardized five-feature product film, and questioning why a single sales package still carried decks dating back several years, which set the redesign of that package in motion.

The package redesign landed as a leaner, more focused sales library, replacing a broader set of materials with something sales teams could navigate with confidence. The five-feature film format is now the default whenever a product page updates, built in Canva rather than commissioned each time. Framer continues to shorten the review cycle between product managers and developers, saving time and cost on every page that goes live. And the shift to DeepL with local validation freed up budget that used to disappear into a paid external translation process.

By the numbers:

• 11 regional product managers across 11 European countries
• 11 languages from a single English master
• Up to 25 new product introductions handled in a single year
• 4-5 projects running in parallel at any time
• At least 8 major sales packages produced annually

A new sales package launches this summer, the first real test of the leaner format. Budgets are improving across the business, and the team’s response has been to build a shared AI workspace, one place where the Marcom team creates social content, with other departments drawing on the same material for campaign pages and beyond. Alongside that, a Customer Reference app is taking shape inside Showpad, letting anyone find the right customer story by industry, application or product.