Today’s MarTech Top Voice features Kris Fagan, APAC Leader at Bloomreach.
In this edition of the MarTech Top Voice series, we sit down with Kris, who leads the strategic growth of Bloomreach across the APAC region. With over two decades of experience in consulting, partnerships, and marketing technology, Kris shares his insights on the evolving MarTech landscape, the transformative power of AI, and the unique challenges and opportunities in one of the world’s most diverse digital markets. From optimizing tech stacks to balancing personalization with privacy, this conversation offers valuable takeaways for marketers navigating APAC’s dynamic ecosystem.
Digital commerce in APAC is leveling up fast—think real-time engagement, AI-fueled personalization, and customer journeys that adapt on the fly. At the intersection of this transformation stands Kris, the driving force behind Bloomreach’s rapid expansion across the APAC region. With a background in leading high-growth CDP and MarTech platforms across diverse markets, Kris brings a deep, regional understanding of what it takes to scale intelligent marketing in one of the world’s most dynamic economies.
As part of our MarTech Top Voice series, Kris unpacks how Bloomreach is reimagining personalized commerce—at scale. Powered by Loomi AI, deep customer intel, and a streamlined automation ethos, the brand is helping marketers cut through the noise and drive relevance in real time. From fragmented markets to tightening data laws, Kris breaks down the tactical levers that matter across APAC’s mobile-native terrain.
But this isn’t just another growth play.
For CMOs, CX leaders, and MarTech builders navigating an AI-soaked future, Kris brings a crystal-clear POV on what it takes to build stacks that don’t just react—they evolve. Whether you’re scaling cross-border impact or bulletproofing your tech bets, this convo delivers sharp, actionable insight where it counts.
Join Kris, APAC Leader at Bloomreach, as he shares his playbook for driving marketing transformation, organizational alignment, and data-powered growth in the digital-first era.
MarTech Insights (MTI): Hi Kris, Welcome to the MarTech Top Voice interview series. Please tell us about your role in Bloomreach and how you started here.
Kris: My role at Bloomreach is to lead the expansion of Bloomreach across the APAC region.
Prior to joining Bloomreach, I led the expansion of a CDP vendor across APAC. During this time, I had the opportunity to partner with and delve deep into numerous engagement and discovery platforms, understanding their technology, operational strategies, and customer-centric approaches.
In my quest for the next career chapter, Bloomreach emerged as the clear choice, excelling in capabilities, customer support, organizational culture, and core values. Feedback from employees, clients, and partners echoed the sentiment of a remarkable company with an exceptional team, a cutting-edge platform, and a significant value proposition for their customers.
MTI: Bloomreach is expanding its footprint in APAC under your leadership. What are the biggest opportunities and challenges you foresee in scaling MarTech adoption in this diverse market?
Kris: The middle class, the consuming class in APAC, is projected to be around 3.2 billion within the next 5 years. The demand for personalization, mobile-first consumer nature, and rapid ecommerce growth all present opportunities for brands in APAC. Challenges will continue in market fragmentation and diversity, data privacy and regulatory complexity, legacy systems in larger organizations, and martech overwhelm.
MTI: As someone with extensive experience in sales, partnerships, and customer engagement, what advice would you give to marketers looking to optimize their tech stack and improve customer experiences in APAC?
Kris: Remember that the people, processes, and technologies that got you here today may not get you where you want to go tomorrow. To optimize your martech stack, start by strategically auditing it to ensure it aligns with your goals and leverages the latest advancements. Be prepared to replace or add tools as needed, and make sure vendors can back up their claims, especially regarding the hype around AI today. To improve customer experience, ensure you have a unified view of your customers and that you can take advantage of real-time data for dynamic personalization, pay attention to the mobile-first nature of APAC, and invest in your team to upskill continually.
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MTI: What part of your job is automated by AI and machine learning? How do you use AI in your current role?
Kris: What part isn’t?
AI is baked into nearly every workflow these days, whether accessing corporate knowledge, running the revenue side, or simply writing an email and more.
MTI: Bloomreach’s Loomi AI plays a key role in delivering personalized experiences. How do you see AI evolving in marketing technology, and how can brands leverage data more effectively to enhance personalization?
Kris: AI in marketing technology has become the backbone of how brands engage with their customers. Right now, Bloomreach’s Loomi AI is already making waves by delivering those personalized experiences we all crave. It’s taking over tasks like personalizing content, predicting customer behavior, and even automatically handling campaigns.
Imagine AI moving beyond just helping create campaigns to actually executing those campaigns, allowing marketers more time and room for strategy and creativity. Ideally, it will handle everything from generating the perfect campaign to selecting the best audience and figuring out just the right time to hit send.
Brands can leverage all this data much better with tools like Loomi AI. For example, Loomi can analyze mountains of customer data to uncover insights that might be missed otherwise. It knows what content to recommend, which audience will likely be high-value, and can even predict which customers might churn. This means marketers can focus on creating more personalized experiences that keep customers engaged.
The future of marketing automation is autonomous. At Bloomreach, we look forward to leading that charge and breaking the limits and expectations around marketing automation.
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MTI: How does Bloomreach fit into a modern marketing technology stack? What are your core offerings?
Kris: Bloomreach fits into a modern marketing technology stack by offering comprehensive and specialized solutions to enhance and personalize the customer experience across various channels and at every touchpoint. Our marketing solutions are centered around personalization and automation. Our AI-powered marketing tools help businesses automate campaigns, personalize customer interactions, and ultimately drive conversions.
MTI: APAC has a rapidly growing e-commerce sector with diverse consumer behaviors. How can businesses in the region use real-time customer data to create more impactful marketing campaigns?
Kris: The main benefit of real-time personalization is the value it adds to your audience’s shopping experience and journey. The key to building a user experience that caters to your customers’ wants and needs is to ensure you have a real-time data capability that allows you to monitor their relevant actions, such as page views, clicks, and time spent on specific content in real-time.
MTI: With evolving data privacy regulations in APAC, how can businesses strike the right balance between data-driven personalization and consumer trust?
Kris: Striking the balance between personalized marketing and consumer trust amidst changing data privacy regulations in APAC is definitely challenging but achievable. There are a few ways businesses can navigate this delicate balance.
Transparency is a key factor. When customers know exactly how their data is being used and the benefits it brings them, they’re usually more comfortable sharing it. Regular updates and clear communication about data usage can ensure this trust.
Data security can’t be overlooked, either. Businesses need robust security measures to protect customer data and stay updated with the latest regulations. It’s also wise to give customers control over how they receive communications. Let them decide the frequency and channels of interaction. When customers feel in control, their experience improves, and trust increases.
Thank you so much, Kris, for your time and consideration. We look forward to speaking to you again soon!
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About Kris
Kris is responsible for the strategic direction and execution of Bloomreach’s initiatives across the Asia-Pacific (APAC) region. He possesses over two decades of experience in consulting, forging strategic partnerships, driving sales, and effectively leading high-performing teams. Notably, Kris has cultivated extensive experience working across nearly every country within the Asia-Pacific and Japan (APJ) region. His deep understanding spans critical areas such as DevOps, MarTech, and content management. His professional background includes significant roles at consultancy Knowledge Partners and technology leaders like OpenText, Dropbox, and PagerDuty. Kris served as the APAC leader for mParticle before joining Bloomreach.
About Bloomreach
Bloomreach is the agentic platform for personalization. Powering autonomous search, conversational shopping, and autonomous marketing, Bloomreach personalizes the entire customer experience. From retail to financial services, hospitality to gaming, businesses create experiences that drive higher growth and lasting loyalty. Bloomreach drives personalization for 1,400+ brands around the world, including American Eagle, Sonepar, and Pandora.