#746: Microsoft's Kelly Soligon on personalizing the DTC customer experience
The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX
The Agile Brand
4.9 • 113 Ratings
🗓️ 6 October 2025
⏱️ 22 minutes
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Summary
In a world saturated with marketing messages, how can brands cut through the noise and create truly resonant experiences that go beyond transactions to create genuine, long-term customer relationships?
Agility requires a willingness to constantly adapt and evolve your strategies based on real-time data and customer feedback. It also demands a culture of experimentation and a commitment to iterating quickly on what you learn.
Today, we are in New York City at Contentsquare’s CX Circle and we're going to talk about leveraging AI and personalization to drive success in direct-to-consumer marketing. To help me discuss this topic, I'd like to welcome Kelly Soligon, VP of Consumer Digital Direct Sales at Microsoft. Kelly, welcome to the show!
About Kelly Soligon
Kelly Soligon on LinkedIn: https://www.linkedin.com/in/ksoligon/
Resources
Microsoft: https://www.microsoft.com
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Transcript
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| 0:00.0 | The Agile brand. |
| 0:09.9 | Welcome to Season 7 of the Agile brand, where we discuss the trends and topics marketing |
| 0:14.5 | leaders need to know. |
| 0:15.9 | Stay curious, stay agile, and join the top enterprise brands and MARTEC platforms as we explore marketing |
| 0:21.9 | technology, AI, e-commerce, and whatever's next for the Omnichannel customer experience. |
| 0:27.8 | Together we'll discover what it takes to create an agile brand, built for today and tomorrow, |
| 0:32.5 | and built for customers, employees, and continued business growth. |
| 0:37.0 | I'm your host, Greg Kilstrom, advising Fortune 1000 brands on MARTEC, employees, and continued business growth. I'm your host, Greg Kilstrom, advising Fortune 1000 brands on Martec, AI, and marketing operations. |
| 0:43.2 | The Agile Brand podcast is brought to you by Tech Systems, an industry leader in full-stack technology services, |
| 0:49.6 | talent services, and real-world application. For more information, go to teK systems.com. |
| 0:56.2 | To make sure you always get the latest episodes, please hit subscribe on the app you listen to |
| 1:00.1 | podcasts on and leave us a rating so others can find us as well. And now on to the show. |
| 1:08.3 | When we as consumers are saturated with marketing messages, how can brands cut through the noise and create truly resonant experiences that go beyond transactions to create genuine, long-term customer relationships? |
| 1:21.1 | Agility requires a willingness to constantly adapt and evolve your strategies based on real-time data and customer feedback. |
| 1:27.4 | It also demands |
| 1:28.5 | a culture of experimentation and a commitment to iterating quickly on what you learn. Today, we're in |
| 1:34.1 | New York City at Content Square's CX Circle, and we're going to talk about leveraging AI and |
| 1:38.7 | personalization to drive success in direct-to-consumer marketing. To help me discuss this topic, |
| 1:43.9 | I'd like to welcome Kelly Solagon, VP of Consumer Digital Direct Sales at Microsoft. Kelly, welcome to the show. Great. Thanks to having me, Greg. Yeah, looking forward to talking with you here. Before we dive in, though, why don't you give a little background on yourself and your role at Microsoft? Of course. Well, as you said, I lead our digital direct sales business. |
| 2:02.2 | And that's a fancy way of saying that I lead our global e-commerce business for consumers. |
| 2:07.0 | So if someone comes to Microsoft.com and they buy an Xbox or a Surface laptop, that's my team |
| 2:12.9 | running that consumer engine or the direct-to-consumer channel for Microsoft. We operate in over 180 markets, |
... |
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