Melissa Ryan — Senior Digital Marketing Manager, Federated Hermes
Published:
During the implementation, we established additional bones within the system that will allow us to begin to personalize specific sections as we collect data. And then down the line, our plan is to build out those personalized sections and then leverage these areas for experimentation and pass this information along to build out customer journeys, so sort of a crawl, walk, run approach.
What does Melissa Ryan say on The Agile Brand with Greg Kihlström?
Melissa Ryan, Senior Digital Marketing Manager, Federated Hermes, says: Melissa Ryan, Senior Digital Marketing Manager at Federated Hermes, describes the consolidation of 20+ sites onto a single global platform and how a replatform exposes content debt, governance gaps, and subjective design challenges. She outlines their tactics for stakeholder alignment, LLM-friendly metadata, a pragmatic crawl-walk-run approach to personalization, and preparing people and systems to responsibly leverage AI in financial services.
From: The Agile Brand with Greg Kihlström
Cite as: Melissa Ryan. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/melissa-ryan-during-the-implementation-we-established-additional-bones-w