#773: Building loyalty and trust through focused innovation with Lindsey Kling, Coterie

The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX

The Agile Brand

Business, Marketing

5 • 2.7K Ratings

🗓️ 24 November 2025

⏱️ 28 minutes

🔗️ Recording | iTunes | RSS

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Summary

How can your brand build genuine loyalty that translates into long-term business value when customer expectations continually evolve? Agility demands a deep understanding of your customer, a willingness to experiment, and the ability to pivot quickly when needed. Today, we're going to talk about building loyalty and trust through focused innovation, specifically within the competitive landscape of the baby care market. To help me discuss this topic, I'd like to welcome, Lindsey Kling, SVP Brand Marketing + Partnerships at Coterie. About Lindsey Kling Lindsey has 15 years of experience in scaling brands from startup to unicorn status, leveraging her expertise in strategic partnerships and marketing to drive growth and innovation in competitive markets. Prior to Coterie, she served as Head of Partnerships at Away where she built and led the partnerships function, forging brand-defining deals with partners such as Serena Williams, American Express and United Airlines. Before Away, Lindsey led the partnerships strategy for Uber and Uber Eats, developing foundational alliances that contributed to the brand's growth and ascent to a $100b valuation.Lindsey is a graduate of New York University and resides in Northern California with her husband and two children, Blaire and Asher. Lindsey Kling on LinkedIn: https://www.linkedin.com/in/lindseykling/ Resources Coterie: https://www.coterie.com/ The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/ Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.showCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

Transcript

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0:00.0	The Agile brand.
0:03.0	Welcome to Season 7 of the Agile brand, where we discuss the trends and topics marketing leaders need to know.
0:15.0	Stay curious, stay agile, and join the top enterprise brands and MARTEC platforms as we explore marketing technology, AI, e-commerce, and join the top enterprise brands and Martec platforms as we explore marketing technology,
0:23.1	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,
0:32.1	and built for customers, employees, and continued business growth.
0:36.9	I'm your host, Greg Kilstrom, advising Fortune 1,000 brands on Martec, employees, and continued business growth. I'm your host, Greg Kilstrom, advising Fortune 1000 brands on Martec, AI, and marketing operations.
0:43.3	The Agile Brand Podcast is brought to you by Tech Systems, an industry leader in full-stack technology services,
0:49.3	talent services, and real-world application. For more information, go to teK systems.com.
0:56.1	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.
1:08.4	Is the future of marketing about predicting the next big thing or building the capacity to
1:13.8	adapt to anything? Agility requires more than just quick reactions. It demands a fundamental
1:19.2	shift in how we anticipate change, embrace experimentation, and foster collaboration. It's about
1:25.4	building brands that can not only weather the storm,
1:28.3	but thrive in the unpredictable. Today we're going to talk about building lasting brand loyalty
1:33.5	in a rapidly changing market, particularly in a category as personal and demanding as baby care.
1:39.8	To help me discuss this topic, I'd like to welcome Lindsay Kling, SVP brand marketing and partnerships at
1:45.2	Kodary. Lindsay, welcome to the show. Thank you for having me. It's great to be here. Yeah,
1:50.5	looking forward to talking about this with you. Before we dive in, though, why don't you give a little
1:54.1	background on yourself and your role at Koterie? Sure. You know, as you said, I oversee our brand
2:00.4	marketing and partnerships here. Just to give a
	...

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