Kathleen Ulrich — Brillio
Published:
We’re no longer managing functions; we’re almost architects of systems. I see my role as shifting to architecting systems rather than managing a function.
What does Kathleen Ulrich say on The Agile Brand with Greg Kihlström?
Kathleen Ulrich, Brillio, says: An interview with Brillio’s Kathleen Ulrich and Anuj Mathur about shifting marketing from traditional personalization to 'agentic transformation'—deploying intelligent agents that sense, reason, and act on customers' behalf. They discuss practical steps for enterprises, including starting with specific business problems, redesigning content as assembleable components, introducing human governance, and evolving marketing roles from campaign managers to systems architects to deliver seamless, outcome-focused customer experiences.
From: The Agile Brand with Greg Kihlström
Cite as: Kathleen Ulrich. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/kathleen-ulrich-were-no-longer-managing-functions-were-almost-architects