Martin Calvert Joins All-In Global to Grow AI Localization, International SEO and Affiliate Opportunity

All-In Global has appointed Martin Calvert as Marketing Director, bringing more than a decade of international SEO, content, and digital marketing experience to one of the industry’s most respected language service and multilingual marketing brands.

Calvert joins after seven years as Marketing Director at ICS-digital, where he worked across international growth for major operators, global affiliates, game studios, platform providers and countless brands in related sectors.

Affiverse followers may be familiar from Martin’s event and podcast collaborations with the Affiverse team and Martin’s footprint in the industry. 

Calvert has spent years writing and speaking about international SEO, affiliate content and localization, including the limitations of one-size-fits-all machine translation and the need to understand how search behaviour, terminology and customer expectations change from market to market.

A major focus in his new role will be CRAIG, All-In Global’s specialist AI localization technology.

Development began in 2018, building on All-In’s long-standing localization expertise and years of verified subject-matter content. CRAIG connects directly with memoQ and combines AI translation with client-specific terminology and human post-editing, QA, and optimization.

For affiliates and publishers, Calvert sees a clear use case:

International expansion can bring genuinely new traffic and revenue into an affiliate business, but translating a site always sounds easy in principle; in competitive, regulated industries, it takes a lot to truly stand out. The content still needs to understand local search intent, use the right terminology, perform in search and AI discovery, and persuade somebody to click or convert. ‘Basic’ translation isn’t particularly cost-effective if you end up with thousands of pages nobody wants to read. CRAIG was a big part of what attracted me to All-In because it changes the cost and speed equation without treating specialist human expertise as something that can just be removed from the process.

Calvert will lead wider marketing for All-In while also working across partnerships, market development, and adoption of CRAIG.

The role builds on a career focused heavily on international search and growth. Alongside agency leadership, he has written for publications including Search Engine Watch, spoken at Digital Marketing Europe, contributed to the UK Department for Business and Trade’s exporter-focused Digital Edge program, and hosted more than 100 episodes of the ICS: Everything Digital podcast.

All-In also sits within the wider RevPanda Group, giving clients access to international SEO, multilingual content, editorial outreach, affiliate marketing, advertising, and traffic generation alongside localization.

Barb Tasci, CEO of All-In Global, said:

Martin understands the problems international marketing teams, affiliates, and SEO teams actually face because he has spent years working with them. That combination of sector knowledge, marketing experience, and curiosity around how AI can be used properly makes him a very strong fit for where we want to take All-In and CRAIG next.

Calvert will be at SBC Summit Lisbon as his first major industry event in the new role, meeting affiliates, operators, platforms, studios, and partners interested in international expansion, localization, and multilingual growth.

To arrange a meeting with Martin at SBC Lisbon or afterwards, book a time here.