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

Jose Martinez, Global Chief Data Officer at Coca-Cola FEMSA, says customers don't experience an AI system's mistake as a data problem — they experience it as a company that doesn't know them. Recorded live at Ai4 at the Venetian in Las Vegas, he and Greg Kihlström get into what has to be true underneath before AI systems can act on your data at all.

A data foundation AI can act on is a different thing from one that produces reports. Martinez on what actually separates the two, and why a company can have working dashboards and still not have the foundation an automated decision requires.

Across many markets and millions of points of sale, consistency is the constraint — not speed. Agility isn't really about moving faster; it's being able to change repeatedly without the company starting to contradict itself. Martinez on what keeps decisions consistent as more of them get automated.

Foundational data work has to be justified without a campaign-shaped payoff. How to make the case internally when the return doesn't show up as a lift number, and what enterprise leaders can use instead.

About Jose Martinez
Jose De Jesus Martinez Camara, MS, PMP, is an innovative executive currently serving as the Global Chief Data Officer at Coca-Cola FEMSA. Previously, he served as the Americas Head of Data & Analytics at Nissan North America for Finance, with a dual track record as well as Chief Information Officer.
With over 20 years of experience driving organizational excellence, Jose specializes in managing complex IT portfolios and commercializing technology products across the consumer goods, automotive, finance, entertainment, and consultancy sectors. He is a visionary professional known for aligning technology initiatives with long-term business objectives and fostering Agile and DevOps cultures.
In his current global role at Coca-Cola FEMSA, he leads the enterprise data strategy, governance, and advanced analytics capabilities to drive digital transformation and value creation at scale. Prior to this, as Americas Head of Data & Analytics for Nissan Finance, Jose oversaw the data landscape across Mexico, Canada, and the United States, ensuring strategic alignment with corporate needs.

Jose Martinez on LinkedIn

---------- Resources ----------
Coca-Cola FEMSA

The Agile Brand podcast is brought to you by TEKsystems.

We’re proud to be a media partner for #MAICON26 - Oct. 13-15! Learn how AI can power your marketing and business and help you grow smarter. Use code AGILE150 to save!

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Chaser is the only Slack-native project management platform that helps teams turn messages into tracked tasks, automate follow-ups, and maintain team-wide visibility, without adopting another tool. Now integrated with Claude and other GenAI tools. Learn more at trychaser.com and use code AGILEBRAND for a 3-month free trial (normal trial is 14 days).

The most influential minds in software, AI, and engineering leadership will be at WeAreDevelopers World Congress North America, September 23-25 in San Jose.

Start building your own apps with Replit and get $20 off.

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Connect with Greg on LinkedIn

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Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology.

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.
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What if the 'winning' variation from your A/B test is actually the wrong choice for the majority of your audience?
Agility requires shifting from a mindset of finding a single 'winner' to one of continuous learning and adaptation for every customer interaction.
This show is brought to you by Eikona, an agentic marketing system for retention teams that produces double-digit uplifts from email and SMS channels by automating A/B testing. Using GenAI to send the right content to the right user, at the right time. Eikona. End generic marketing. Learn more at www.eikona.io
Today, we're going to talk about:
- Moving beyond the limitations of traditional A/B testing with reinforcement learning.
- How AI can be used to dynamically optimize and personalize customer experiences in real time, not just find a single best-fit.
- The practical impact of AI on marketing roles and how to structure teams for a future of human-machine collaboration.

To help me discuss this topic, I'd like to welcome, Nir Weingarten, CEO & Founder at Eikona.

About Nir Weingarten
Nir Weingarten is the Co-Founder and CEO of Eikona, a start-up which is using generative AI and reinforcement learning to transform lifecycle marketing. A published AI researcher with a master's degree in machine learning from Reichman University, Nir spent over a decade leading multi-disciplinary technical and product teams in the fields of AI, data and performance.

Nir Weingarten on LinkedIn: https://www.linkedin.com/in/nir-zvi-weingarten/

---------- Resources ----------

Eikona: https://www.eikona.io

We’re proud to be a media partner for #MAICON26 - Oct. 13-15! Learn how AI can power your marketing and business and help you grow smarter. Use code AGILE150 to save! https://aglbrnd.co/r/7fe458ced0f04658

Reach your customers with Reddit. Spend $500 in ad spend, get $500 back in ad credit! Learn more: https://advertalize.com/r/491818c79fb1873f

Chaser is the only Slack-native project management platform that helps teams turn messages into tracked tasks, automate follow-ups, and maintain team-wide visibility, without adopting another tool. Now integrated with Claude and other GenAI tools. Learn more at trychaser.com and use code AGILEBRAND for a 3-month free trial (normal trial is 14 days).

The most influential minds in software, AI, and engineering leadership will be at WeAreDevelopers World Congress North America, September 23-25 in San Jose. Learn more: https://aglbrnd.co/r/60a7299222a7bcf1

Start building your own apps with Replit and get $20 off. Learn more: https://aglbrnd.co/r/93531742a7625a20

Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3

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://aglbrnd.co/r/35ded3ccfb6716ba

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
Hosted on Acast. See acast.com/privacy for more information.

Is the biggest threat to your market share a traditional competitor, or is it a wave of thousands of hyper-specialized small businesses powered by accessible AI?
Agility requires not just adapting to change, but also understanding the forces driving it at every level of the market. This includes recognizing how the barriers to entry for starting and scaling a business have fundamentally changed.
Today, we're going to talk about the powerful, often overlooked engine of the economy: small business. We'll explore how a new generation of entrepreneurs is leveraging sophisticated, accessible technology to compete, and what enterprise leaders can learn from their nimble approach to growth, automation, and customer engagement.
To help me discuss this topic, I'd like to welcome, Patricia Rollins, Executive Director of Growth Marketing at Thryv.

About Patricia Rollins
Patricia Rollins is Executive Director of Marketing at Thryv, a global AI-powered marketing platform for small and medium-sized businesses. Inspired by her roots as the daughter of small business owners, Patricia’s career has focused on equipping entrepreneurs with the technology and tools they need to thrive. A career-marketer and growth architect, she led the worldwide performance marketing team that launched IBM Watson and spearheaded digital marketing campaigns and events at Oracle CX Cloud. Patricia also accelerated the adoption of emerging technologies at Smartsheet, Typeform and Wellsaid, an AI text-to-speech provider. Known for blending creativity with data-driven strategy, she builds momentum for technologies that expand what’s possible.

Patricia Rollins on LinkedIn: https://www.linkedin.com/in/rollinspatricia/

---------- Resources ----------

Thryv: thryv.com

The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703

We’re proud to be a media partner for #MAICON26 - Oct. 13-15! Learn how AI can power your marketing and business and help you grow smarter. Use code AGILE150 to save! https://aglbrnd.co/r/7fe458ced0f04658

Reach your customers with Reddit. Spend $500 in ad spend, get $500 back in ad credit! Learn more: https://advertalize.com/r/491818c79fb1873f

Chaser is the only Slack-native project management platform that helps teams turn messages into tracked tasks, automate follow-ups, and maintain team-wide visibility, without adopting another tool. Now integrated with Claude and other GenAI tools. Learn more at trychaser.com and use code AGILEBRAND for a 3-month free trial (normal trial is 14 days).

The most influential minds in software, AI, and engineering leadership will be at WeAreDevelopers World Congress North America, September 23-25 in San Jose. Learn more: https://aglbrnd.co/r/60a7299222a7bcf1

Start building your own apps with Replit and get $20 off. Learn more: https://aglbrnd.co/r/93531742a7625a20

Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3

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://aglbrnd.co/r/35ded3ccfb6716ba

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
Hosted on Acast. See acast.com/privacy for more information.

What happens when the thing evaluating your brand isn't a person — but an agent shopping on their behalf, one that doesn't respond to a great story and doesn't care how your homepage makes anyone feel?

Agility has usually meant adapting faster than the market. This is a different kind of adaptation: the audience itself is changing shape, and the brands that handle it well will be the ones that adapt without becoming unrecognizable in the process.

Today, we're going to talk about:
- What actually changes for a brand when autonomous agents enter the discovery and purchase path
- Creating content that holds up to an agent's evaluation without flattening into sameness
- Closing the AI capability gap inside marketing teams — and what that unlocks

To help me discuss this topic, I'd like to welcome, Rachel Thornton, CMO Enterprise at Adobe.

About Rachel Thornton
Rachel Thornton is committed to helping businesses create amazing customer experiences at the intersection of marketing, creativity and AI. As Chief Marketing Officer for Adobe's enterprise business, Rachel is responsible for Adobe's global enterprise Creativity & Productivity and Customer Experience Orchestration marketing.
Rachel develops marketing, messaging, positioning strategies and activations that expand awareness of Adobe as the world's best marketing and AI platform for delivering brand-changing customer experiences. Her team amplifies Adobe's unique enterprise story in ways that energize, celebrate and empower CMOs and experience makers worldwide.
Rachel has more than 25 years of experience in B2B technology marketing, having held leadership roles at Amazon/AWS, Salesforce, Cisco Systems and Microsoft. She has deep experience building and scaling enterprise marketing, customer acquisition, and self-service revenue contributions.

Rachel Thornton on LinkedIn: https://www.linkedin.com/in/rhthornton/

---------- Resources ----------
: adobe.com

The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703

Reach your customers with Reddit. Spend $500 in ad spend, get $500 back in ad credit! Learn more: https://advertalize.com/r/491818c79fb1873f

Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3

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://aglbrnd.co/r/35ded3ccfb6716ba

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
Hosted on Acast. See acast.com/privacy for more information.

What if the most valuable customer acquisition channel you're ignoring is the one you’ve always written off as just a discount tool?
Agility requires not just adapting to new customer behaviors, but fundamentally re-evaluating long-held beliefs about which channels drive growth and which ones are merely a race to the bottom.
Retailers are making big moves into the cashback ecosystem.
Today, we're going to talk about the shifting economics of customer acquisition and how they are causing many brands to rethink their channel strategy. To help me discuss this topic, I'd like to welcome, Carolina Paradas, GM, North America at ShopBack.
Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3

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://aglbrnd.co/r/35ded3ccfb6716ba

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
Hosted on Acast. See acast.com/privacy for more information.