Bright Videos & Podcasts

Adapt or fall behind: How Agile Marketing powers marketing operations

Adapt or fall behind: How Agile Marketing powers marketing operations

LIVE PANEL DISCUSSION: Weds 13th November 2024 – 12.30pm- 1.30pm BST

Marketing operations are the powerhouse behind every successful marketing strategy.  Join us for a dynamic panel discussion featuring experts Kirsten Dixon, Marketing Performance Director, EMEA at Informa Markets, and Amanda Green, experienced marketing operations leader.

We’ll explore how agile marketing drives operational improvement, creates a culture of continual learning, and boosts overall marketing effectiveness.

We’ll focus on:

  • Boosting effectiveness: Real examples of how a test-and-learn mindset drives results
  • Agile marketing in action: Quick wins to boost operational flow and remove bottlenecks
  • Measure what matters: The key metrics driving high-performance marketing ops
  • Culture hacks: Break silos and get your team collaborating and adapting to change
  • Future-proof ops: AI, automation, and adopting what’s next in marketing innovation.

Complete the form below to sign up:


Meet the speakers

Kirsten Dixon

Marketing Performance Director, EMEA at Informa Markets

Kirsten is an experienced Marketing Performance Director, leading the EMEA Marketing team for Informa Markets. She is responsible for driving marketing effectiveness across the company’s diverse portfolio of markets and products.

Amanda Green

Experienced marketing operations leader

Accomplished Operations senior leader with 22 years’ experience working with Sales, Marketing, Customer Success, Finance, legal and IT teams cross Media, SaaS and Event industries.

Zoë Merchant

Managing Director, Bright

Zoë is an agile marketing aficionado — a passionate believer in staying ahead of the competition with resilience, adaptability, and pace. After 20 years of delivering B2B marketing strategies. Using agile marketing to test, learn and build on success. Zoë leads the team in delivering results through continual and focused improvements to support clients’ business goals.

Alaina RobertsAdapt or fall behind: How Agile Marketing powers marketing operations
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Deep Dive into Agile Marketing

Deep Dive into Agile Marketing

Agile Marketing commentator John Case in discussion with leading VP & Head of marketing Mitra Roknabadi on the power of greater marketing agility for fintech OpenFin.

Listen to the podcast

Prefer to read than listen? Here’s a Podcast summary

Bright injects agility into cutting-edge FinTech’s digital transformation journey  

Bright’s client, a leading financial industry operating system, set out on a digital transformation journey to pivot their focus from brand marketing to demand gen. Requiring an agile approach, we helped transform their marketing strategy and achieve their business objectives. Vice President and Global Head of Marketing of the FinTech client, Mitra Roknabadi, joins our Client Delivery Director, Lydia Kirby, to be interviewed by John Cass and share their experience of putting agile marketing into action… 

1. Move fast, break nothing 

In a digital world time is of the essence – Mitra highlights the importance to “move fast but don’t rush”. The qualities of an agile marketing approach align perfectly with the FinTech client’s company motto: ‘move fast, break nothing’. By beginning to work in a series of iterations, we developed a safe foundation to learn more about their digital audience through listening, testing, and optimising. Bright empowered the FinTech client team to “work at pace and learn, iterate, shift and deliver quickly.  

2. Experts, assemble! 

There’s more to agile marketing than the methodology. Mitra recalls how her experience with Bright helped her to see “the full extent of what agile means”. As the campaign developed, both Mitra and Lydia as agile aficionados adapted the team’s approach and toolkit to suit the FinTech client’s needs. Demonstrating the ability to onboard and offboard expertise where needed was paramount to the FinTech client, enabling them to identify how and where they wanted to grow as a business.  

3. Planning, doing, and reviewing 

Keen to shirk the assumption an agile marketing approach is an impulsive one, Lydia emphasises the “planning, doing, and reviewing” that goes into a project.  Bright often work in three-week Sprints to allow ample “time for learning, understanding the subject and iteration”. Project management and instant messaging platforms are key tools to unite siloed teams and enable them to collaborate and respond at pace. It’s the way in which we respond that sets agile marketers apart; having an open mind that something may work better than predicted.  The review process of continuous self-reflection allows for iteration, optimisation and ultimately, the best of results.   

Lydia described her experience with the FinTech client as a “dream, not because they’re simply new to agile marketing”… but because “their scale-up mentality embraced the agile methodology”. Mitra is also confident the campaign experience “will influence what we do as a company” going forward.     

As Bright continues to work with innovative FinTech companies, we look forward to delivering fresh, iterative, and data-driven agile marketing approaches, leading the charge to better results, faster time to market, sustainable growth, and the ability to adapt and change at pace. 

Alexandra JefferiesDeep Dive into Agile Marketing
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