The Agile Brand with Greg Kihlström® · 2026-09-07 · 17 min
Melissa Ryan, Senior Digital Marketing Manager at Federated Hermes, moved a global investment manager's website onto Optimizely and found the technology was the easy part. She joins Greg Kihlström at Opticon. A migration surfaces the questions nobody had to answer before. Who owns a page, who signs off, and what finally gets retired all become unavoidable once the platform changes - and settling them is harder than the build. Segmentation runs on self-declaration until it doesn't. Financial advisors, institutional investors, and individual investors need genuinely different content, and Ryan gets into the gap between what visitors tell you about themselves and what their behavior reveals. "AI" hides two very different decisions. A tool that speeds up a human's draft is not the same commitment as a system that produces and ships on its own - Ryan on which one is realistically usable inside a regulated firm in the next year. About Melissa Ryan Melissa Ryan is Vice President and Senior Digital Marketing Manager at Federated Hermes, where she leads strategic digital initiatives that strengthen the firm’s global brand and advance key marketing objectives.
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