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

In a world drowning in data, is the 'big creative idea' for a holiday campaign an endangered species, or is it more critical than ever? Agility requires not just moving fast, but moving with confidence. It's the ability to validate creative instincts with real-world data, ensuring that your biggest bets are also your smartest ones. Today, we're going to talk about the high-stakes world of holiday advertising and the delicate balance between creative magic and data-driven methodology. We’re going to talk about one such campaign for John Lewis, a popular British Department store whose holiday ads are a cultural event in the UK, where the stakes can be high. And they aren’t alone. The holiday season is the equivalent of the Super Bowl for many brands, where a single campaign can define the entire year. Yet, for every heartwarming success story, there are countless others that miss the mark. So how do brands de-risk their biggest creative investments and ensure their message will actually resonate with consumers? About Nataly Kelly Nataly Kelly is Chief Marketing Officer at Zappi, based in Boston, MA. Previously she served at HubSpot as Vice President of Marketing, Vice President of International Operations and Strategy, and Vice President of Localization. Nataly Kelly on LinkedIn: https://www.linkedin.com/in/natalykelly/ Resources Zappi: https://www.zappi.io/ 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/ Watch the John Lewis "Where Love Lives" Ad: https://www.youtube.com/watch?v=z1bRlnyQeDk Zappi Report: Lessons in Advertising: Christmas 2025: https://email.zappistore.com/hubfs/Zappi%20Christmas%20Advertising%202025.pdf Zappi Report: The Connected Insights Imperative: https://www.zappi.io/web/connected-insights-imperative-report/ 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

For most entrepreneurs, the exit is the goal, as well as the end of at least that part of their story. But what if the end is actually a new beginning? Agility requires a deep understanding of your brand's core purpose and the conviction to protect it. This often means having the courage to reverse a decision that was once seen as the ultimate success. Today, we're going to talk about brand integrity, the founder's paradox of building a company to sell, and what happens when you get a second chance to reclaim the brand you created. We'll explore the delicate balance between corporate scale and entrepreneurial soul, and how a brand's purpose can be its most resilient asset. To help me discuss this topic, I'd like to welcome, Mark Rampolla, Co-Founder and Managing Partner at Groundforce Capital. About Mark Rampolla Mark Rampolla is a visionary entrepreneur and the founder of ZICO Coconut Water, a brand that helped create the now $8 billion global coconut water category. After growing ZICO into one of the fastest-growing beverages worldwide, Mark sold the company to Coca Cola in 2013. He then transitioned into investing, co-founding PowerPlant Partners, where he played a key role in the plant-based food movement, including the success of Beyond Meat. In 2020, Mark made a bold move by repurchasing ZICO from Coca Cola with a group of investors, including Jesse Itzler and tennis star Naomi Osaka. Now, through GroundForce Capital, Mark manages $500 million in assets, focusing on health, wellness, and sustainability investments. His journey reflects a deep commitment to innovation and positive change in the consumer goods industry. Mark Rampolla on LinkedIn: https://www.linkedin.com/in/marksrampolla/ Resources Founder Groundforce Capital: https://www.markrampolla.co/ 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

What if the most dreaded part of your customer's journey: the return, was actually your biggest untapped opportunity for growth?Agility requires brands to re-examine every part of the customer journey, especially the challenging post-purchase phase, and find hidden opportunities to adapt and strengthen customer relationships. It demands we turn operational liabilities into strategic assets. Today, we're going to talk about something that many retailers see as a pure cost center: customer returns. Instead, we’ll explore how a smart, data-driven post-purchase strategy can actually become a powerful engine for customer retention and lifetime value. We'll look at the data trends shaping retail, how to navigate the complex pressures on merchants today, and why this often-overlooked part of the business might be the key to unlocking future growth. Joining me to discuss this is Laura Huddle, CRO at Seel. This show is sponsored by Seel, the AI-powered post-purchase platform that helps retailers turn returns into revenue while giving shoppers a more seamless, trusted experience. For more information, go to ⁠www.seel.com⁠. About Laura Huddle Laura Huddle is the CRO of Seel, a Lightspeed Ventures and Foundation Capital backed startup that is creating the next generation e-commerce insurance experience. Previously, she led world-class sales, marketing, and account management teams across the globe at tech industry disruptors Eventbrite's (NYSE: EB), Deliveroo (LSE: ROO), Smartcar (a16z, NEA, Energize Capital) and Belong . She was one of the first employees at Eventbrite and was a lot of "firsts": first product manager, first product marketer, first category marketer, first Head of APAC Sales, etc. In addition, she taught product management at UC Berkeley, founded her own consultancy, and helped grow Myspace into the world's most popular website.,Yes,This will be completed shortly Laura Huddle on LinkedIn: https://www.linkedin.com/in/laurahuddle/ Resources Learn more about Seel: https://www.seel.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

How can your brand build genuine loyalty that translates into long-term business value when customer expectations continually evolve? Agility demands a deep understanding of your customer, a willingness to experiment, and the ability to pivot quickly when needed. Today, we're going to talk about building loyalty and trust through focused innovation, specifically within the competitive landscape of the baby care market. To help me discuss this topic, I'd like to welcome, Lindsey Kling, SVP Brand Marketing + Partnerships at Coterie. About Lindsey Kling Lindsey has 15 years of experience in scaling brands from startup to unicorn status, leveraging her expertise in strategic partnerships and marketing to drive growth and innovation in competitive markets. Prior to Coterie, she served as Head of Partnerships at Away where she built and led the partnerships function, forging brand-defining deals with partners such as Serena Williams, American Express and United Airlines. Before Away, Lindsey led the partnerships strategy for Uber and Uber Eats, developing foundational alliances that contributed to the brand's growth and ascent to a $100b valuation.Lindsey is a graduate of New York University and resides in Northern California with her husband and two children, Blaire and Asher. Lindsey Kling on LinkedIn: https://www.linkedin.com/in/lindseykling/ Resources Coterie: https://www.coterie.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

With increased AI Adoption, is the most valuable skill for a modern marketer empathy with customers, or is it successfully prompting? Contentful, in partnership with Atlantic Insights, The Atlantic’s marketing research division, recently conducted a study of over 425 marketing decision makers including 103 CMOs. This study, “When Machines Make Marketers More Human,” challenges the notion that AI will replace many marketing functions and instead demonstrates how AI can amplify marketers’ effectiveness, creativity and impact. Today, we're going to talk about how AI is reshaping the very definition of a modern marketer. We'll explore the shift from simply automating tasks to augmenting human creativity, the rise of the ‘full stack’ marketer, and what skills are becoming non-negotiable in an AI-driven world. To help me discuss this topic, I'd like to welcome, Elizabeth Maxson, CMO at Contentful. About Elizabeth Maxson Elizabeth Maxson is the Chief Marketing Officer of Contentful, a content management platform trusted by more than 4,200 companies around the world. Elizabeth brings nearly two decades of integrated marketing leadership to the role and is focused on driving marketing strategies that leverage AI and personalization to help brands deliver personalized and scalable content to their audiences. Prior to Contentful, Elizabeth served as the Chief Marketing Officer at Tableau, a Salesforce company, where she led go-to-market strategy, drove end-to-end marketing initiatives, and spearheaded strategic technology partnerships, launching critical relationships with industry giants such as AWS, Google, Alibaba, Apple, and many others. In addition to her role at Tableau, Elizabeth has also served as the Head of Marketing at Quip, another Salesforce acquisition. She holds a BAA in Facility Management and Marketing from Central Michigan University. Elizabeth Maxson on LinkedIn: https://www.linkedin.com/in/emaxson/ Resources Contentful: https://www.contentful.com Read the report: What Happens When Machines Make Marketers More Human? 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/ Contentful, in partnership with Atlantic Insights, The Atlantic’s marketing research division, conducted a new study, When Machines Make Marketers More Human, challenging the notion that AI will replace many marketing functions and instead demonstrates how AI can amplify marketers’ effectiveness, creativity and impact. They surveyed 425 marketing decision makers, including 103 CMOs, across industries, company sizes, and regions to show how forward-thinking marketing leaders are incorporating AI into their critical infrastructure. Get the report here 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

What if the very system you invested in to create brand consistency and efficiency is now the biggest thing slowing down your digital transformation and costing you innovation? Agility requires more than just speed; it demands a shared language and a foundational framework that allows teams to build, test, and innovate without being crushed by the weight of their own complexity. This episode is brought to you by The Office of Experience, a design-driven, digital-first, vertically integrated and collaborative agency that believes in the power of ideas and the strength of people. Today, we're going to talk about design systems. But probably not in the way you're used to thinking about them. We’re moving past the idea of a design system as just a rulebook or a library of components, and exploring how it can become a true catalyst for digital transformation—a tool that breaks down silos, accelerates business outcomes, and fundamentally changes how teams work together. To help me discuss this topic, I'd like to welcome, Nigel Dennis, Creative Director at The Office of Experience. About Nigel Dennis Nigel Dennis on LinkedIn: https://www.linkedin.com/in/nigelevandennis/ Resources The Office of Experience: https://www.officeofexperience.com This episode is brought to you by The Office of Experience, a design-driven, digital-first, vertically integrated and collaborative agency that believes in the power of ideas and the strength of people. 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

Is the increasing investment in marketing by SMBs a sign of growth and optimism, or is it masking a deeper struggle with confidence and effectiveness? Agility requires not only adapting to the rapid pace of technological change but also understanding the core challenges faced by your customers, like SMBs struggling to measure marketing ROI. It also demands a willingness to simplify complex tools and processes, empowering businesses to achieve more with less. Today, we're going to talk about the evolving landscape of marketing for small and medium-sized businesses, the challenges they face, and how B2B marketers can become essential partners in their success. To help me discuss this topic, I'd like to welcome Frank Vella, CEO at Constant Contact. About Frank Vella I am the CEO of Constant Contact, a comprehensive digital and ecommerce marketing platform that makes it simple and effective for a business to market or sell their idea in today’s complex online marketing world. We strive to anticipate our customers’ needs and provide them with the tools and support they need to improve their businesses. Because when they succeed, we succeed.Prior to joining Constant Contact, I built best-in-class operations at various sized tech firms across the globe, including top-tier companies like Microsoft, GE Capital, HP Enterprise and Xerox. I have led companies through growth, transformation and successful exits while remaining focused on building a terrific culture and keeping a company's product and presence ahead of the crowd. I’m a proud Canadian expat now living in New York City, and in my free time I enjoy traveling with my family. Frank Vella on LinkedIn: https://www.linkedin.com/in/frank-vella/ Resources Constant Contact: https://www.constantcontact.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

In a world obsessed with conversion rates and customer acquisition costs, have we forgotten the one thing that actually makes both of them better?Agility requires more than just the ability to react quickly to market signals. It demands a stable, strategic core—a brand—that provides the necessary context and direction to ensure your pivots are purposeful, not just panicked. Today, we're going to talk about a fundamental truth that many organizations are wrestling with: what looks like a growth problem is often a brand problem. When acquisition costs are climbing and churn is a constant threat, the default response is often to double down on performance marketing. But in crowded markets, that's a race to the bottom. We’ll explore why brand is the ultimate lever for creating sustainable demand, pricing power, and the kind of loyalty that performance channels simply can't buy. To help me discuss this topic, I'd like to welcome, Kimberly Storin, CMO at Zoom. About Kim Storin Kimberly Storin is the CMO at Zoom, where she leads global marketing and communications. Prior to Zoom, Kim held marketing leadership roles at various tech companies, from SaaS start-ups to Fortune 50 companies, and was an M&A consultant at Deloitte earlier in her career.  She lives in Austin, is deeply involved with the Austin philanthropic community through the Austin Community Foundation, and serves on the Advisory Board for Women in Revenue. Kim Storin on LinkedIn: https://www.linkedin.com/in/kimberlystorin/ Resources Zoom: www.zoom.us 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

How can large organizations embrace the speed and adaptability of a startup while navigating the complexities of established processes and legacy systems, especially in the rapidly changing world of AI-driven consumer experiences? Agility requires adopting new technologies while fundamentally shifting how teams operate, experiment, and learn from data. It demands a cultural evolution that embraces change and empowers individuals to respond quickly to market demands. Today, we're going to talk about the transformative potential of AI-powered shopping and the significant implications it has for brands, retailers, and the entire supply chain. To help me discuss this topic, I'd like to welcome Eugene Amigud, Chief Innovation Officer at Infios. About Eugene Amigud As Chief Innovation Officer, Eugene is leading Infios’s transformation of intelligent supply chain execution, creating a differentiated set of solutions for warehousing, transportation and order management that help businesses turn supply chain volatility into a competitive advantage. His career is marked by purposeful innovation, customer-centric design and a focus on measurable business impact, delivering adaptable solutions that meet businesses where they are - regardless of size or complexity – and equipping them with the innovative edge to thrive in an everchanging world.  Before joining Infios, Eugene founded Yantriks, pioneering a microservices-based order management platform adopted by some of the world’s largest retailers. He also drove advancements in order management and supply chain execution at Blue Yonder and IBM. With over 25 years of experience, Eugene consistently delivers adaptable solutions that enable enterprises to rapidly deploy new capabilities and realize business value faster.  Eugene holds a master’s degree in software engineering from Harvard Extension School and a bachelor’s degree in computer science from Worcester Polytechnic Institute. Based in the U.S., he works with organizations and partners worldwide.  Eugene Amigud on LinkedIn: https://www.linkedin.com/in/eugene-amigud-a054992/ Resources Infios: https://www.infios.com/en?_gl=1*tszg0*_up*MQ..*_gs*MQ..&gclid=CjwKCAjw_fnFBhB0EiwAH_MfZld1UyefOsqEBs3kGimP6qfyNQvUpQ-ejrgPcQCqt45G0VOwg6PwABoCKNQQAvD_BwE&gbraid=0AAAAAog9AS9c2QH86yGM6ujUe-E13sbIZ 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

What if your customers could talk directly to your brand, without scaling your your customer service teams to a 1:1 capacity? This episode is brought to you by Krisp.ai, the all-in-one voice AI that makes every conversation sound professional. With industry-leading noise cancellation, real-time accent conversion, accurate transcription, and smart call summaries, Krisp helps teams and individuals stay clear and productive. Trusted worldwide and powering over 75 billion minutes of conversations each month, Krisp is the easiest way to elevate every call. Try it free at krisp.ai. Agility sometimes requires fundamentally rethinking the core business assumptions around how we fund growth, build teams, and create value.Today, we're going to talk about the strategic decisions that underpin the AI revolution. It's not just about the technology itself, but about the crucial choices leaders make around how to finance innovation, how to structure teams, and how to stay ahead of the curve on what’s actually possible versus what’s just hype. To help me discuss this topic, I'd like to welcome, Arto Minasyan, Co-Founder & President at Krisp.ai. About Arto Minasyan Arto Minasyan is a visionary entrepreneur and co-founder of Krisp.ai and 10Web, two successful VC-backed startups that collectively raised $28 million and achieved profitability. He leads teams of around 300 professionals across both companies, driving innovation and operational excellence. Under his guidance, Krisp was honored as one of TIME’s Best Inventions of 2020, while 10Web’s AI Website Builder has powered over one million websites. Arto frequently shares insights on balancing venture capital with bootstrapping, advancing AI voice technology, and building diverse global tech teams beyond Silicon Valley. Arto Minasyan on LinkedIn: https://www.linkedin.com/in/artominasyan/ Resources Krisp.ai: https://www.krisp.ai This episode is brought to you by Krisp.ai, the all-in-one voice AI that makes every conversation sound professional. With industry-leading noise cancellation, real-time accent conversion, accurate transcription, and smart call summaries, Krisp helps teams and individuals stay clear and productive. Trusted worldwide and powering over 75 billion minutes of conversations each month, Krisp is the easiest way to elevate every call. Try it free at krisp.ai. 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