The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX

The Agile Brand
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Expert mode marketing technology, AI, and CX insights from top brands and Martech platforms fill every episode, focusing on what leaders need to know to build customer lifetime value and long-term business value. The Agile Brand with Greg Kihlström® features executives and thought leaders from top brands and tech platforms discussing the industry's trends, like AI adoption, first-party data strategies, artificial intelligence in the consumer journey, consumer data privacy, omnichannel customer experience, and more. The Agile Brand is hosted by Greg Kihlström, martech and artificial intelligence transformation advisor and consultant to leading brands, speaker, entrepreneur, and best-selling author. It provides a fresh perspective on the continually evolving dynamic between brands and the audiences they serve.

  1. Square CMO Lindsey Irvine on connecting with customers through community-driven storytelling

    20 UUR GELEDEN

    Square CMO Lindsey Irvine on connecting with customers through community-driven storytelling

    As we’re increasingly inundated with AI-generated content and algorithm-driven ads, what’s more powerful: yet another new technology, or the authentic voice of the small business owner on the corner? Agility requires not just reacting to market shifts, but deeply understanding the very fabric of the communities you serve and having the conviction to amplify their voices over your own. It’s about finding strength not in shouting louder, but in listening closer. Today, we're going to talk about how a brand can cut through an increasingly crowded market by turning its most loyal customers into its most powerful advocates. We'll explore the strategy of reasserting brand relevance through authentic, community-driven storytelling, and what it takes to execute this when competitors are focused on features and scale.To help me discuss this topic, I'd like to welcome Lindsey Irvine, Chief Marketing Officer at Square. About Lindsey Irvine Lindsey Irvine is the Chief Marketing Officer (CMO) at Square, the technology company that makes commerce and financial services easy and accessible. With nearly two decades of experience in marketing, strategy, and leadership across both large enterprises and fast-growing startups, Irvine is responsible for overseeing Square’s global marketing efforts, driving brand awareness, customer engagement, and market growth around the world, all in service of the company's mission to empower businesses and entrepreneurs worldwide.Before joining Square, Irvine was CMO at Benchling, pioneer of the R&D Cloud powering the biotechnology industry. Prior to that, she spent nearly a decade at Salesforce, where she held several leadership roles, including global CMO for MuleSoft, and played a key part in developing go-to-market strategies across IoT, industry verticals, and cloud solutions. She is credited with driving high-impact global marketing strategies and helping position Salesforce as a leader in the enterprise software space. Lindsey Irvine on LinkedIn: https://www.linkedin.com/in/lindseyirvine/ Resources Square: https://squareup.com/us/en The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/ Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

    30 min

  2. 2 DGN GELEDEN

    Hexagon AB's George Chang on building a unified system of marketing measurement

    When it comes to your digital experience, how often does a ‘great idea’ from a senior leader’s gut feeling get completely dismantled by actual user data?Agility requires the willingness to be wrong and the systems to prove it quickly. It’s about building a culture that values learning over being right and relentlessly iterates based on real human behavior, not internal assumptions. Today, we're going to talk about moving beyond ‘best practice’ and intuition to build a truly data-driven digital experience. We'll explore how to create a disciplined conversion rate optimization program where usability testing, A/B experimentation, and personalization aren’t just separate tactics, but a unified system, especially within a powerful platform like SitecoreAI, to build experiences that adapt to customer needs, not just our assumptions about them. To help me discuss this topic, I'd like to welcome, George Chang, Senior Director, Digital Experience & Technology Corporate Marketing at Hexagon AB. About George Chang George Chang is the Senior Director of Digital Experience at Hexagon, leading digital transformation efforts to modernize web experiences, streamline operations, and drive business impact. With 25+ years of experience in development, marketing technology, content strategy, and digital platforms, he brings a unique ability to turn technical insights into strategic impact. A 9-time Sitecore MVP, George is an active voice in the DX community, advocating for scalable, user-centric experiences. George Chang on LinkedIn: https://www.linkedin.com/in/georgechang/ Resources Hexagon AB: https://www.hexagon.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/ Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.showCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

    25 min

  3. 5 DGN GELEDEN

    Closing the gap between brand promise and brand experience with Mark Wagner, Horizontal Digital

    What if your brand's voice is drifting off-key in the ears of your customers, and you're the last one to know? Agility requires more than just rapid execution; it demands a real-time, nuanced understanding of customer sentiment and the ability to translate that intelligence directly into action. We are here at Sitecore Symposium in Orlando, Florida, and today we're going to talk about closing the gap between brand promise and customer perception. In an era of endless customer reviews, social media posts, and feedback channels, how can a large organization truly listen at scale and ensure its voice remains consistent and effective? To help me discuss this topic, I'd like to welcome Mark Wagner, Senior Director of Strategy at Horizontal Digital. About Mark Wagner With over 20 years of experience in digital product strategy, design, and innovation, I am a Senior Digital Experience and Product Strategist at Horizontal Digital, a leading digital consultancy specializing in serving and delivering amazing solutions for clients, their customers, and their employees. I am a highly collaborative, strategic client partner tirelessly focused on helping solve the things that keep our clients up at night.My core competencies include digital experience and product strategy, customer experience strategy, Lean UX, agile product design and delivery, service design, and user research. I specialize in financial services, diversified, commerce, and B2B products and services that are people-centered and purpose-built for both business and customer value. As part of my large portfolio of noteworthy accomplishments, I am most passionate about solving complex digital transformation challenges, delivering needle-moving digital products, and fostering collaboration and inclusion. Mark Wagner on LinkedIn: https://www.linkedin.com/in/mrkwgnr/ Resources Horizontal Digital: https://www.horizontal.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/ Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.showCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

    20 min

  4. 6 DGN GELEDEN

    Pega CTO Don Schuerman on how AI can pay down tech debt and accelerate digital transformation

    Pega provides the leading AI-powered platform for enterprise transformation. The world’s most influential organizations trust Pega’s technology to reimagine how work gets done by automating workflows, personalizing customer experiences, and modernizing legacy systems. Since 1983, Pega’s scalable, flexible architecture has fueled continuous innovation, helping clients accelerate their path to the autonomous enterprise. Learn more at Pega.comWhat if the most valuable use of AI in the enterprise is actually the often overlooked yet incredibly costly work of untangling decades of legacy code and process documents? Agility requires the ability to adapt and evolve, but for many enterprises, that ability is trapped inside decades of legacy systems and byzantine processes. What if the same AI that's creating the new could also be the key to understanding and modernizing the old? Today, we're going to talk about moving beyond the hype we’re so used to hearing about AI and into the practical, high-impact world of agentic AI. We’ll explore how this approach can help large organizations finally tackle their technical debt, not by ripping and replacing, but by understanding and redesigning from the inside out, fostering a new level of collaboration between business and IT along the way. To help me discuss this topic, I'd like to welcome, Don Schuerman, CTO at Pega. About Don Schuerman As CTO and Vice President of Marketing & Technology Strategy at Pegasystems, I see my role as being a "Chief Translation Officer" – bridging the gap between cutting-edge technology and real-world business value. With 25 years of experience in orchestration and AI technology, I'm passionate about translating complex technical concepts into meaningful solutions that drive digital transformation for global organizations.My approach to technology leadership has been shaped by an unexpected source: 20 years of improv comedy at ImprovBoston's Mainstage. The skills I honed there – active listening, storytelling, and thinking on my feet – now help me connect with both technical teams and business leaders. It's where I also met my wife, proving that sometimes the best partnerships form when you say "yes, and..."At Pega, I lead the intersection of technology and go-to-market strategy across our enterprise AI decisioning and workflow automation platform. My focus is two-fold: translating the power of technology into tangible value for our Fortune 500 clients, while ensuring our technology roadmap reflects the evolving needs of these organizations. I believe that inclusivity is a key ingredient of innovation and am honored to service as Executive Sponsor of the Pride@Pega Employee Resource Group. Don Schuerman on LinkedIn: https://www.linkedin.com/in/donschuerman/ Resources Pega: https://www.pega.com Pega provides the leading AI-powered platform for enterprise transformation. The world’s most influential organizations trust Pega’s technology to reimagine how work gets done by automating workflows, personalizing customer experiences, and modernizing legacy systems. Since 1983, Pega’s scalable, flexible architecture has fueled continuous innovation, helping clients accelerate their path to the autonomous enterprise. Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/ Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.showCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

    29 min

  5. 5 NOV

    Scaling a brand while maintaining local differentiation with Renaud Delaquis, Coastline Academy

    With customer expectations constantly evolving, how can large organizations avoid using obsolete methods and instead embrace agility to thrive and drive meaningful growth? Agility requires both adapting to change and anticipating it in the first place. It demands a willingness to experiment, learn, and iterate quickly, especially when it comes to connecting with your target audience in new and innovative ways. Today, we're going to talk about the challenges and opportunities of scaling a brand nationwide while maintaining a strong local presence. It's a balancing act that requires a deep understanding of both digital innovation and grassroots tactics. To help me discuss this topic, I'd like to welcome, Renaud Delaquis, Head of Product Marketing at Coastline Academy. About Renaud Delaquis Renaud Delaquis is the Head of Product Marketing at Coastline Academy, the nation’s largest driving school. With a strong background in e-commerce, digital marketing, product scaling, and SEO, Renaud leads the company’s marketing and growth strategies. Specializing in developing and executing marketing plans across a variety of paid and organic channels, Renaud has helped Coastline achieve rapid growth in a slow-moving industry. His experience creating grassroots marketing campaigns at scale in a business spanning over 500+ cities gives him unique insight into both local and national marketing.  Renaud Delaquis on LinkedIn: https://www.linkedin.com/in/renaud-delaquis/ Resources Coastline Academy: https://coastlineacademy.com/ The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/ Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.showCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

    27 min

  6. 3 NOV

    Treasure Data CEO Kaz Ohta and CMO Karen Wood on the AI-driven reinvention of marketing

    What if the very foundation of your marketing cloud, the one you've spent years building, is at worst actually giving your AI amnesia, and at best missing key opportunities to connect with your customers? Agility requires more than just reacting quickly; it demands an intelligent foundation that can anticipate customer needs and empower your teams to act on them with confidence and precision. Today, we're going to talk about the AI-driven reinvention of marketing. For years, marketing clouds have promised a unified view of the customer and personalized engagement, but many leaders are still struggling with fragmented systems, disconnected data, and unpredictable costs. Now, the demands of AI are exposing the foundational cracks in that legacy architecture, forcing a fundamental shift in how we think about the relationship between data, intelligence, and execution. To help me discuss this topic, I'd like to welcome, Kaz Ohta, CEO and Karen Wood, CMO at Treasure Data. About Kaz Ohta and Karen Wood Kaz Ohta is CEO & Co-Founder of Treasure Data.Karen Wood is Chief Marketing Officer at Treasure Data. Kaz Ohta and Karen Wood on LinkedIn: https://www.linkedin.com/in/kazukiohta/ https://www.linkedin.com/in/thekarenwood/ Resources Treasure Data: https://www.treasuredata.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Register now for Sitecore Symposium, November 3-5 in Orlando Florida. Use code SYM25-2Media10 to receive 10% off. Go here for more: https://symposium.sitecore.com/Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/ Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.showCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

    29 min

  7. 31 OKT

    Nestle's Daniel Damasio on successful marketing transformation that is both global and local

    When customers continually demand hyper-local relevance, is the concept of a "global brand" an asset or a liability? Agility requires not just the ability to pivot, but the intelligence to know *when* and *how* to pivot based on real-time customer understanding. This means moving beyond global assumptions and empowering local teams with the data to make smarter, faster decisions. Today, we are here at Treasure Data’s CDP World in Las Vegas, and we're going to talk about one of the biggest challenges facing any multinational company: how to maintain brand consistency and operational efficiency on a global scale, while delivering the locally relevant, personalized experiences that actually build relationships with customers. It's a classic battle between standardization and personalization, and the key to winning often lies in how you unify and activate your data.To help me discuss this topic, I'd like to welcome, Daniel Damasio, Senior CRM Analyst at Nestlé. About Daniel Damasio Daniel Damasio is Senior CRM Analyst at Nestlé. Daniel Damasio on LinkedIn: https://www.linkedin.com/in/daniel-damasio-674190150/ Resources Nestlé: https://www.nestle.com Treasure Data: https://www.treasuredata.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Register now for Sitecore Symposium, November 3-5 in Orlando Florida. Use code SYM25-2Media10 to receive 10% off. Go here for more: https://symposium.sitecore.com/ Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/ Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

    26 min
  8. Transcend's Phyllis Fang on personalization utilizing data privacy by design

    30 OKT

    Transcend's Phyllis Fang on personalization utilizing data privacy by design

    With AI making it easier than ever to generate content, and consumers demanding more privacy than ever, is the promise of true 1:1 personalization now an impossible myth? Agility requires both adaptation to new AI-based tools and methods while also navigating the complex and shifting landscape of consumer trust and data privacy. It's about being responsive to both the opportunity and the responsibility. Today, we're going to talk about the central paradox facing marketers: the mandate for deep, AI-powered personalization is growing at the exact same time that access to the data that fuels it is becoming more restricted by privacy regulations and consumer skepticism. We’ll explore how brands can bridge this gap, build trust, and turn privacy from a compliance hurdle into a competitive advantage. To help me discuss this topic, I'd like to welcome, Phyllis Fang, Head of Marketing at Transcend. About Phyllis Fang Phyllis Fang is Head of Marketing at Transcend, the leading privacy infrastructure company. Before joining Transcend, Phyllis held senior marketing roles at Uber, where she drove the company's safety products. Her work included launching features like the Door-to-Door Safety Standard, which went live in 70+ countries during the Covid-19 pandemic. Earlier in her career, Phyllis worked across digital and product marketing for e-commerce and consumer applications. Phyllis graduated from UC Berkeley and is based in San Francisco. Phyllis Fang on LinkedIn: https://www.linkedin.com/in/pdfang/ Resources Transcend: https://transcend.io/ This show is brought to you by Transcend, the privacy infrastructure company that unleashes growth for the world’s leading brands. Unlike legacy tools which create manual bottlenecks, Transcend embeds data and consumer preference governance directly into business systems–so teams can confidently and quickly activate data for AI, personalized experiences, customer engagement and growth at scale and with reduced risk. Learn more at www.transcend.io.  Read Transcend's report: Hidden in Plain Sight: How Consent and Preference Data Are Driving Enterprise Growth: https://transcend.io/hidden-in-plain-sight-report Register now for Sitecore Symposium, November 3-5 in Orlando Florida. Use code SYM25-2Media10 to receive 10% off. Go here for more: https://symposium.sitecore.com/Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/ Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.showCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com  The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

    32 min
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Expert mode marketing technology, AI, and CX insights from top brands and Martech platforms fill every episode, focusing on what leaders need to know to build customer lifetime value and long-term business value. The Agile Brand with Greg Kihlström® features executives and thought leaders from top brands and tech platforms discussing the industry's trends, like AI adoption, first-party data strategies, artificial intelligence in the consumer journey, consumer data privacy, omnichannel customer experience, and more. The Agile Brand is hosted by Greg Kihlström, martech and artificial intelligence transformation advisor and consultant to leading brands, speaker, entrepreneur, and best-selling author. It provides a fresh perspective on the continually evolving dynamic between brands and the audiences they serve.

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