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

The Agile Brand
  • 4.9 (103)
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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. 21H AGO

    Eagle Eye CRO Jeff Baskin on maximizing your retail media network strategy

    Are retailers leaving money on the table by treating retail media networks as just another advertising channel, rather than a strategic lever for growth and profitability?Agility requires a willingness to adapt and evolve strategies in response to real-time data and changing consumer behaviors. It also demands a commitment to iterative testing and optimization, allowing brands to continuously refine their approach to retail media.Today, we're going to talk about how advanced AI is transforming retail media networks, enabling more targeted, personalized, and ultimately, profitable campaigns.To help me discuss this topic, I'd like to welcome, Jeff Baskin, Chief Revenue Officer at Eagle Eye. Jeff, welcome to the show! About Jeff Baskin Jeff Baskin is an accomplished senior executive with a proven track record in the origination and management of strategic partnerships with multi-million dollar revenue outcomes. 4x successful exits including IPO and private equity acquisitions. P&L ownership and revenue responsibilities of over $150M. He builds and leads highly functional teams that deliver growth and high margins. He is a results driven leader with start – up, turn around and public company experience. A proven leader who has led teams in sales, business development, marketing, customer success, product implementation, solution engineering and all aspects of revenue generation.Jeff has a 25+ year portfolio of success in a diverse set of roles and a unique ability to manage cross functional relationships, analyze KPIs and navigate complex business deals to create long term partnerships. He has created deals with companies across many different verticals including omni-channel retail, grocery, restaurant / hospitality, sports and entertainment both direct and through channel partnerships. Jeff Baskin on LinkedIn: https://www.linkedin.com/in/jeffbaskin/ Resources Eagle Eye: https://www.eagleeye.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

    21 min

  2. 1D AGO

    Sitecore CMO Michelle Boockoff-Bajdek and Microsoft's Talisha Padgett on designed intelligence for marketing

    In the race to adopt AI, how do we avoid creating a sea of sameness and alienating the very customers we're trying to connect with? Today, we're going to talk about the intentional design of our marketing future. We’ll explore how leading brands are moving beyond the hype of AI to build practical, collaborative frameworks between humans and machines, shifting from outdated customer segments to real-time signals, and ultimately, creating experiences that are not only efficient but deeply empathetic and relevant. To help me discuss this topic, I'd like to welcome, Michelle Boockoff-Bajdek, CMO at Sitecore and Talisha Padgett, GM MArTech, AI & Automation at Microsoft, who will be doing a fireside chat at the upcoming Sitecore Symposium, November 3-5 in Orlando Florida. We’re going to get a sneak preview today of some of the topics they’ll be discussing. About Michelle Boockoff-Bajdek and Talisha Padgett Michelle Boockoff-Bajdek on LinkedIn: https://www.linkedin.com/in/michellebb/ Talisha Padgett on LinkedIn: https://www.linkedin.com/in/talishapadgett/ Resources Sitecore: https://www.sitecore.com 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

    27 min

  3. 2D AGO

    Robin Ross on what happens to retail when your best customers are AI agents

    What if your perfectly crafted brand message, your multi-million dollar ad campaign, and your carefully designed user experience are completely ignored by your next customer... because your next customer is a machine? Agility requires not just adapting to changing customer behaviors, but completely rethinking the very definition of a "customer interaction." It means building the technical and strategic flexibility to engage with autonomous agents as effectively as we do with people. Today, we are at MAICON - the Marketing AI Conference - in Cleveland, Ohio, and we're going to talk about a concept that’s moving from science fiction to strategic planning: agentic commerce. This is the world where AI agents don't just help us, they act for us. On one hand, brands are using internal agents to optimize their own operations. But the more disruptive side, and our main focus today, is when consumers deploy their own AI agents to research, negotiate, and purchase on their behalf. This shift could fundamentally change everything from marketing and branding to the very nature of e-commerce. About Robin Ross I’m a marketing and strategy executive with 20+ years of experience driving growth through data, loyalty, and digital transformation. I’ve led initiatives that expand membership, strengthen customer engagement, and scale innovation across functions.My expertise includes marketing analytics, loyalty programs, digital transformation, and applying AI and data to accelerate decision-making. I focus on simplifying complexity, aligning teams, and building systems that deliver measurable results.I thrive at the intersection of strategy and execution—partnering with leaders to clarify goals, design customer-centric programs, and turn them into business impact. Robin Ross on LinkedIn: https://www.linkedin.com/in/robin-ross-activateinsight/ Resources 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.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

  4. 4D AGO

    Wrike CMO Christine Royston on building marketing teams for agility

    Is your marketing organization built for disruption or doomed to be disrupted? Agility requires both rapidly responding to market changes while also anticipating and shaping your products or services to map to evolving customer expectations. This means embracing new technologies and strategies while maintaining a laser focus on delivering value. Today, we're going to talk about how leading marketing organizations are leveraging AI and collaborative work management to not only survive but thrive in today's dynamic landscape. To help me discuss this topic, I'd like to welcome, Christine Royston, Chief Marketing Officer at Wrike. About Christine Royston Christine Royston serves as Wrike’s Chief Marketing Officer and is responsible for overseeing the global marketing program, driving a customer-first strategy, and focusing on enterprise growth. Christine joined Wrike with more than 20 years of B2B enterprise marketing experience. She most recently served as Vice President and Global Head of B2B Marketing for Udemy and Vice President and Head of Marketing at Bitly. Christine has also held senior leadership roles at Dropbox, Imperva, and Salesforce. She holds a B.A. from the University of Virginia and an International MBA in Global Marketing from the University of South Carolina Darla Moore School of Business. ,Yes, this will be completed shortly Christine Royston on LinkedIn: https://www.linkedin.com/in/christineroyston Resources Wrike: https://www.wrike.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

    28 min
  5. Microsoft Azure Core CTO Marcus Fontoura on innovation and the platform mindset

    OCT 17

    Microsoft Azure Core CTO Marcus Fontoura on innovation and the platform mindset

    Is your organization truly agile, or are you still clinging to outdated processes and siloed teams instead of a platform mindset?Agility requires a fundamental shift in mindset, embracing collaboration, rapid iteration, and a willingness to adapt to change. It demands a commitment to not just talking about silos, but meaningfully breaking them down, while fostering a culture of shared ownership across the organization.Today, we're going to talk about the power of a platform mindset in driving innovation and achieving true agility within large organizations. To help me discuss this topic, I'd like to welcome, Marcus Fontoura, Technical Fellow at Microsoft, as CTO for Azure Core at Microsoft, and author of the book “A Platform Mindset: Building a Culture of Collaboration” About Marcus Fontoura Marcus Fontoura has spent more than 20 years in big tech companies and has been at the forefront of industry-shaping technology innovations, from computational advertising to cloud computing to fintech. He is currently a Technical Fellow at Microsoft, where he works on cloud computing infrastructure.His new book, A Platform Mindset: Building a Culture ofCollaboration (8080 Books, Feb. 11, 2025), shares how companies can expand and scale processes to bring about competitive advantages.Learn more at fontoura.org. Marcus Fontoura on LinkedIn: https://www.linkedin.com/in/marcusfontoura/ Resources Microsoft: https://www.microsoft.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Get Marcus' book on Amazon: https://www.amazon.com/Platform-Mindset-Building-Culture-Collaboration/dp/B0DSY849P8Register 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
  6. Traject Data CEO Rochelle Thielen on the role of data in retail

    OCT 15

    Traject Data CEO Rochelle Thielen on the role of data in retail

    In today's hyper-competitive retail landscape, is it even possible to build a sustainable brand without a thorough, real-time understanding of your customer and your market? Agility requires more than just fast reactions; it demands proactive insights driven by robust, real-time data. It's about anticipating the next move, not just responding to the last one. Today, we're going to talk about the critical role of real-time data in navigating the complexities of modern retail, from combating fraud and unauthorized sellers to personalizing the customer journey and staying ahead of the competition. To help me discuss this topic, I'd like to welcome, Rochelle Thielen, CEO at Traject Data. About Rochelle Thielen Rochelle Thielen is the CEO of Traject Data, where she champions the vital role of data aggregation in driving transformative advancements in AI, machine learning, and software development. Rochelle Thielen on LinkedIn: https://www.linkedin.com/in/rochelle-thielen/ Resources Traject Data: https://www.trajectdata.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

    27 min

  7. OCT 13

    The strength of physical marketing in the digital age with Corin Mills, Moo

    With all the fragmentation in the media landscape, how can brands cut through the digital noise and create meaningful connections with their customers... without resorting to yet another intrusive pop-up ad?Agility requires not only adapting to changing consumer behaviors but also proactively anticipating them. It demands a willingness to experiment with new channels and tactics, even those that might be considered “traditional"Today, we're going to talk about the surprising resurgence of physical marketing in the digital age and how it can be a powerful tool for building brand loyalty and driving business growth. To help me discuss this topic, I'd like to welcome Corin Mills, Brand Marketing & E-commerce Director at MOO. About Corin Mills Corin Mills is the Brand Marketing & E-Commerce Director at MOO, specializing in data-driven marketing strategies that revitalize brand experiences and foster meaningful organizational change. With over 15 years of extensive brand management experience driving business transformation across multiple sectors and international markets, his passion for impactful branding drives MOO’s success in bridging the gap between quality design and human connection. As former Head of Brand and Comms at Currys, his transformative approach centers on genuine collaboration and inclusive leadership at all levels of business. With previous success at major brands including EE, Tesco, Currys, Google, Orange, and AXA, Corin brings unique cross-industry perspective to discussions about e-commerce strategy and optimization. Corin holds a BSc in Product Design from Brunel University of London.  Corin Mills on LinkedIn: https://www.linkedin.com/in/corin-mills-a2678211/ Resources MOO: https://www.moo.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/Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150 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

  8. OCT 10

    Using identity resolution for stronger customer relationships with Andrew Frawley, CEO of Data Axle

    Are you building a brand that's building customer relationships—and the data behind them—to last or one that's just trying to keep up with today’s omnichannel consumer? Agility requires not just reacting to change but anticipating it and even shaping it. It demands a deep understanding of your customer and the ability to adapt your strategies in real-time. Today, we're going to talk about the critical role of data reliability and identity resolution in building an agile brand. To help me discuss this topic, I'd like to welcome, Andrew Frawley, CEO at Data Axle. About Andrew Frawley Andrew (Andy) Frawley, with over 30 years of operational experience, including 25 years in senior leadership, has excelled in diverse industries such as agency, marketing services, software, and professional services. As a seasoned leader, he specializes in SaaS, Digital Marketing, CRM, Big Data, and Marketing Automation. As the CEO of Data Axle, Andy is dedicated to further developing industry-leading client solutions and delivering world-class services to Data Axle clients.   A published author of “Igniting Customer Connections” (2014), Andy is a sought-after speaker on various business and technical topics related to Digital Marketing, Product Innovation, Agency Innovation, Customer Analytics, Big Data, and Customer Value Management. During his distinguished career, he has advised many clients, ranging from small digital businesses to the largest global marketing organizations. Andy’s breakthrough thinking and methodologies, including ROE2, Cliquity, Continuous Customer Management, and Value in Play, have guided organizations in delivering tangible ROI from their customer and marketing investments. Andrew Frawley on LinkedIn: https://www.linkedin.com/in/andyfrawley/ Resources Data Axle: https://www.data-axle.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/ Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150 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

    20 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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