Phyllis Fang — Head of Marketing, Transcend
Published:
The way I would tell marketers to start to think about this reframe is that we need to be able to show that trustworthy data pipeline is expandable usable data. So that expands your overall audience size and under permissioning is actually leading to a huge opportunity costs. You’re not able to market to an additional audience or perhaps you need to actually just do more generalized marketing to everyone, even if parts of your audience are irrelevant. That’s wasted ad spend…I would really think about it as opportunity costs and being able to like how large is your available audience to market to.
What does Phyllis Fang say on The Agile Brand with Greg Kihlström?
Phyllis Fang, Head of Marketing, Transcend, says: This interview with Phyllis Fang, Head of Marketing at Transcend, explores the personalization paradox: AI enables precise one-to-one experiences even as data access is constrained by privacy, regulation, and consumer skepticism. Fang outlines practical steps—auditing shadow data, redefining the value exchange with tangible utility, reframing privacy as a growth enabler, and fostering cross-functional collaboration—to build trustworthy, consent-driven personalization that scales responsibly.
From: The Agile Brand with Greg Kihlström
Cite as: Phyllis Fang. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/phyllis-fang-the-way-i-would-tell-marketers-to-start-to-think-about-this