Hilary Smith — Chief Marketing Officer, Linnworks
Published:
If you’re able to make that consistent across all of your channels and you’re able to make sure that, hey, if I’m selling through this channel, it’s gonna have a very similar delivery time and delivery experience, and have that consistency, that is… key for shoppers because it… helps increase that trust.
What does Hilary Smith say on The Agile Brand with Greg Kihlström?
Hilary Smith, Chief Marketing Officer, Linnworks, says: CMO Hilary Smith discusses how visible marketing automation often masks substantial manual labor in inventory, order management, and fulfillment, which can undermine brand promises and profitability. She contrasts brittle, rules-based automation with AI-driven diagnostic tools that surface repetitive manual work, argues for unified operational back-ends to preserve omnichannel consistency and trust, and emphasizes keeping humans in the loop to capture lived customer experience and strategic judgment.
From: The Agile Brand with Greg Kihlström
Cite as: Hilary Smith. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/hilary-smith-if-youre-able-to-make-that-consistent-across-all-of-your-ch