#53: Creating brands and categories in regulated industries, with Kristin Russel, Symplr

B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success

Can a brand in a highly regulated industry stand out without stepping outside the lines?

Today we’re going to talk about how to create memorable brands and even new categories—within established and often highly regulated sectors like healthcare technology. To help me discuss this topic, I’d like to welcome Kristin Russel, Chief Marketing Officer at symplr. About Kristin Russel With over 25 years of experience in marketing, I am a senior executive and entrepreneur who has scaled businesses of all sizes, from startups to multi-billion dollar companies. I am passionate about leading innovation, building brands, and generating demand in B2B markets, especially in the healthcare technology sector. As the Chief Marketing Officer at symplr, I am responsible for all marketing functions, including product, solutions, brand, communications, operations, and business development. I leverage my expertise in positioning and launching transformational technology, developing agile and strategic marketing plans, and creating revenue channels and growth opportunities. I am also a champion of women in leadership and am listed as one of the top 110 women in MedTech by Beckers Hospital Review. RESOURCES Symplr: https://www.symplr.com Catch the future of e-commerce at eTail Boston, August 11-14, 2025. Register now: https://bit.ly/etailboston and use code PARTNER20 for 20% off for retailers and brands Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.b2bagility.com Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com