In this episode
Kyla Malone, Director of Marketing at IDT, oversees CRM communications for the BOSS Revolution and BOSS Money brands, which serve six million active customers globally, many of them immigrants staying connected to family in Central America and Africa. Recorded at Braze Forge 2026 in Las Vegas, the conversation with Greg Kihlström covers how trust built through international calling let IDT expand into mobile top-up and money transfer, why the team consolidated every CRM channel into Braze and connected it to the same Amplitude events product teams use, where AI speeds up analysis and fills skill gaps, and how IDT personalizes for customers who choose not to share their name.
Key takeaways
- Trust earned in one product is what makes the next product possible. IDT started in international calling; the trust it built with customers calling family abroad is what let it expand into international mobile top-up and money transfer.
- CRM built the business, not just supported it. Malone describes CRM, run through Braze, as the bedrock layer that turned a calling base into a mobile top-up business and then a money-transfer business.
- Siloed data and siloed channels make a coherent customer experience very hard to deliver. That was a main reason IDT moved all of its CRM channels — SMS, push, content cards, in-app messages, and email — into Braze over the past two years.
- Marketing and product should look at the same events. Braze connects to Amplitude, which IDT’s product teams also use, so both teams see the same drop-off points in the customer journey and optimize together.
- AI’s first payoff for the team is faster results. AI replaces manual uplift analysis, so the team sees how a campaign is performing sooner and in a format it can share; the Braze MCP server and the Amplitude connection put product and marketing results side by side.
- AI helps a team of utility players cover skills it doesn’t have. Marketers on Malone’s team sometimes have to “play engineer,” fixing code or getting Liquid personalization to work, and AI helps with that.
- Personalization doesn’t require personal data. Many customers don’t share their first and last name, and IDT respects that; it personalizes on behavior and product recommendations instead, so a customer calling Guatemala doesn’t see an offer built for Senegal.
- Set priorities by company goals, then add tests to work already underway. As a publicly traded company, IDT ties priorities to board goals and adds testing whenever it updates a campaign, including campaign elements that are six years old.
- Staying agile means being willing to change skill sets. Malone credits her team’s openness to learning skills that marketers would not have been expected to have three years ago.
Chapters
- 01:42 — Why critical transactions raise the bar for trust
- 03:27 — Kyla Malone’s role: BOSS Revolution, BOSS Money, and six million active customers
- 03:45 — From international calling to money transfer: what the brand has to prove
- 05:33 — Moving every CRM channel into Braze
- 07:43 — What siloed data and channels cost the customer experience
- 08:27 — Where AI lets the team do things it couldn’t before
- 10:25 — Braze MCP server and Amplitude: one set of metrics for product and marketing
- 11:55 — Personalizing without names or “big brother” data
- 14:52 — Measuring personalization when you don’t have all the information
- 17:17 — Keeping pace when the CEO wants to go faster
- 19:41 — Working with product teams on the same customer data
- 21:54 — Braze Forge 2026 highlights
- 23:27 — Staying agile with a team of utility players
Why moving money raises the bar for a calling brand
IDT’s roots are in international calling, which Malone calls the company’s bedrock. Over the past decade, customers came to trust IDT for high-quality calls to family in Central America and Africa, and that relationship is what allowed the company to introduce international mobile top-up and money transfer. Her team’s priority is keeping the trust of that core audience as the product line expands, because that trust is what each new product depends on.
Why IDT consolidated every CRM channel into Braze
IDT has used Braze since before it was called Braze, but in the past two years it revamped its stack and moved all CRM channels onto the platform: SMS, push, content cards, in-app messages, and email, across web and app, with customer journeys built as canvases. The deciding factor was data. Before the change, both the data and the channels were siloed, which made a consistent experience hard to deliver. Now Braze connects to Amplitude, which the product teams also use, so marketing works from the same events as product and results flow back into Braze for optimization.
How AI changes what a CRM team can do, not just how fast
Malone’s team is made up of what she calls utility players: people with different strengths who regularly have to learn what they don’t know, including writing code or making Liquid personalization work. AI helps with that, and it removes the manual work of analyzing campaign uplift so results come back faster and in a shareable form. Using the Braze MCP server together with the Amplitude connection, the team can look at product results and campaign results with the same metrics. If a product team builds an agent that shapes the in-app experience, marketing can align its messages with whatever that experience prioritizes. In her view, AI handles busy work so people can focus on strategic thinking.
How to personalize when customers don’t share their names
Many BOSS Revolution customers have immigrated, or their families have, and some don’t want to give IDT their first and last name when they recharge an account. IDT respects that. Personalization instead runs on behavior and product recommendations: a customer who calls Guatemala should get an app experience built around Guatemala, not a promotion for Senegal. Malone frames AI here as a way to improve the customer’s experience, not as “big brother” using information the customer never chose to share.
How marketing and product move at the same pace
Malone jokes that IDT’s CEO would say the team isn’t moving fast enough. Her approach is to prioritize against company and board goals, then look for places to add a test whenever something is being updated. Shared data with Braze, Amplitude, and the BI team lets marketing see the effect of a product change and a CRM campaign together; she gave the example of seeing a 30% uplift among customers who received a CRM campaign tied to a new product feature. The core CRM team and the wider marketing team meet every morning for a daily scrum, plus a weekly call and regular calls with product marketing partners.
FAQ
What does Kyla Malone do at IDT? Kyla Malone is Director of Marketing at IDT, where she has worked for eight years. She works on the BOSS Revolution and BOSS Money brands, which have six million active customers globally, and oversees all CRM communications to those customers.
Which channels does IDT run through Braze? IDT runs all of its CRM channels through Braze: SMS, push, content cards, in-app messages, and email, across web and app. Its customer journeys, from first transaction through long-term retention, are built as Braze canvases.
Why does IDT connect Braze with Amplitude? So marketing works from the same events its product teams use in Amplitude. That removed the data silos IDT had before and lets marketing and product spot the same drop-off points and optimize together.
How does IDT personalize for customers who don’t share their name? It personalizes on behavior and product recommendations rather than personal details. For example, a customer who calls Guatemala sees an experience tailored to Guatemala rather than an offer meant for Senegal.
How is IDT’s marketing team using AI? Mainly for efficiency: getting campaign results and uplift analysis back faster, and helping marketers with technical work such as code and Liquid personalization. The team also uses the Braze MCP server with its Amplitude connection to compare product and marketing results on the same metrics.
About Kyla Malone
Kyla Malone is Director of Marketing at IDT, where she has worked for eight years. She works on IDT’s BOSS Revolution brands, including BOSS Revolution and BOSS Money, which serve six million active customers globally, and oversees all CRM communications to those customers across SMS, push, in-app, content cards, and email. Kyla Malone on LinkedIn
Resources
Braze: https://www.braze.com
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Transcript
[00:01:42] Greg Kihlström: Hi, I’m Greg Kihlström, host of the Agile Brand, and here’s a question for you. When a customer is sending money to family in another country or a business is relying on critical communications, how much patience do either of them have for a brand that gets the details wrong? Brands that serve customers across several products and borders get judged less on how quickly they launch the next campaign and more on whether every message, offer, and service moment adds up to one company they can trust. To help me discuss this topic, I’d like to welcome Kyla Malone, Director of Marketing at IDT. Kyla, welcome to the show.
[00:03:07] Kyla Malone: Hello, thank you for having me.
[00:03:09] Greg Kihlström: Yeah, looking forward to chatting. Always love doing these, on-site at events.
[00:03:13] Kyla Malone: Yeah, it’s been a great one.
[00:03:14] Greg Kihlström: And yeah, we’re, we’re at the end, almost the end of the event so, it’s been, it’s been great, but yeah, but a, a lot as well. [laughs] But, before we dive in, why don’t you give a little background on yourself and your role at IDT?
[00:03:27] Kyla Malone: So I’m Kyla Malone. I’ve been with IDT for eight years now. I work on our Boss Revolution brands, Boss Revolution, Boss Money, where we have six million active customers globally. and I oversee all of our CRM communications to our customers.
[00:03:45] Greg Kihlström: Great. Great. And so yeah, we’re gonna, we’re gonna talk about few things today. And, certainly IDT does a lot of, a, a lot of things, so, in B2B, B2C. We’re gonna focus a little more on the B2C part of things today, but, with a, a- as the company, IDT has roots in traditional telecom, has also expanded into FinTech and, and other services, as well as the, the B2C services we’re, we’re talking about as well. When the same customer who buys calling credit from you also trusts you to move their money, what does the brand have to prove that it didn’t have to before and how does that change the way that a marketing team works?
[00:04:28] Kyla Malone: Yeah, so we have, we have a long history. We did start on the, with the international calling. That is our kind of bedrock and our history and then have expanded. and so we do have a lot of customers where we’ve gained their trust over, the past decade, really from the, that calling side as we’ve introduced new products. So if that’s, making sure that we’ve kept them happy and been a good partner with them as they’re staying in contact with their family, if it’s in Central America or in Africa, they can trust us for high quality calls, all of that. we’re, we’ve really become a trusted
[00:05:14] Kyla Malone: partner for them and a trusted brand, and so that has allowed us then to expand our businesses to, we do international mobile top up and money transfer and then some other products. But yeah, we’ve really focused on keeping that relationship with our, with our core customers and keeping their trust, and that is very important to us.
[00:05:33] Greg Kihlström: Yeah. Yeah. Well, and we’re gonna talk a, a bit more about, we’re here at Braze Forge. We’re gonna talk a little bit more about the, the personalization aspects. But, let’s talk a bit about how you’re using Braze. what, what features do you use, and can you talk a little bit about how you’ve used them successfully?
[00:05:50] Kyla Malone: Yeah. So we have been using Braze since before it was called Braze. we are a longtime customer, but in the past two years we’ve actually kind of done a- A revamp of our st- of our stack and moved more of our channels to Braze, so now we are leveraging Braze for all of our CRM channels, SMS, push, content cards, in-app messages, email. We are, web, app, so they’re canvases. Like every, we’re… All of our customer journeys, if that’s your, getting you to convert from that first transaction, early life cycle, if it’s, you know,
[00:06:35] Kyla Malone: you’ve been a customer for 10-plus years, maybe you were a retail customer and now you’re, doing your first transaction in the app and helping kind of move people through their life cycle, Braze, helped us orchestrate all of that. The biggest thing I, I would say with Braze, and one of the reasons that we did move and are, and have consolidated now all of our channels in Braze, is that we are able to use Amplitude seamlessly, which our product teams also use from a CDP standpoint. So all of our data now, like we’re looking at the same events that our product teams are looking at. We’re able to really coordinate our efforts of, what’s product, what, new things is product
[00:07:20] Kyla Malone: coming out with, how is marketing able to support, if there’s, a gap in, we’re seeing falloff in a certain place. We have that full picture, and it all feeds seamlessly back into Braze to where we can optimize and, and really be able to get those results and make the updates and learn from tests.
[00:07:43] Greg Kihlström: Yeah. So, like the, the closeness, so to speak, to the data makes a big difference, right?
[00:07:48] Kyla Malone: Yeah. Our data was siloed before, which is never a good thing. and so it… And our channels were siloed, so it’s really hard to have a, a good customer experience and, give that customer that experience that they’re looking for when they’re using one of our apps, or, have a relationship with us if they’re a retail customer and are getting our, our text messages and all of that, if your data is siloed or one channel’s going from one system, another channel is going from another system. So that was, that was a big difficulty that we, that helped us lead to making that change. So siloed data, always bad. [laughs]
[00:08:27] Greg Kihlström: Yeah. Yeah, definitely. Definitely. Well, and certainly a, a big topic here, and I hear this at all the shows that I go to, is AI and, and customer engagement. And certainly the term AI covers a lot of ground, so maybe let’s get a little more specific, but I- I’d love to hear, how are, how do you see AI helping, not just doing more, but doing things that maybe your team couldn’t have done before?
[00:08:54] Kyla Malone: Yeah. So it’s helping us a lot when it comes to efficiencies and how we operate as a team. I have a great team and, I would say my team’s full of utility players, right? So it’s not one person is focused on, building the liquid and the personalization, or the person’s doing custom HTML or this or that, right? Like, we’re really… Different people on the team have different strengths, but we’re also having to learn what we don’t know as the market continues to evolve, to be able to implement our campaigns and, implement personalization. Sometimes
[00:09:39] Kyla Malone: we have to play engineer and, be able to get some, fix some code. And so I think AI has helped us a lot in that, as well as really making it so that we can turn around and see results, and we’re not using, time in doing the kind of like that manual analysis of the uplift and what, how a campaign is working and, and those different things and then having to like feed that to somebody and then have that go so we can optimize. It’s, it’s allowing us to be able to get those results quicker in an organized way that can be shared, and that’s something that we’re, really focused on right now, and a place that I would like, we’re continuing to focus on and really pushing forward into. And, um,
[00:10:25] Kyla Malone: with having AI and using like the MCP server with Braze and then also with our connection and stuff with Amplitude so that we can be looking at our product results and our marketing campaign results, everything kind of together. We’re using the same metrics. we can leverage off what each other are doing. If there’s a, an agent that’s being built by a product team to help determine what the customer’s experience is gonna be in the app, like that being able to use AI and use our tools to give us that information to, as a marketing team, so that when we’re sending messages, we’re, also sending messages about the same things that are gonna be prioritized when they’re in that user experience. And I think,
[00:11:10] Kyla Malone: for me, people think, “Oh no, AI is coming,” and, I think it lets us do our jobs better. it lets us focus on the areas where you want strategic thinking humans, and you kind of let like AI like run the, some of the busy work. It’s not like it’s gonna take away the value of, the folks on my team. And then I would say also like it’s really for me and, and our customer base and, our, our customers for Boss Revolution globally, right? Like they’re all people who have at some point
[00:11:55] Kyla Malone: immigrated, or their families have immigrated. and so we’re really trying to help them stay connected with that family back home, wherever their home country may be, if it’s in Central America or if it’s in Africa, and it’s not- It’s not like AI’s big brother coming in. It’s really, I see it really being about how do we make their experience better with us as a brand, and it’s not, not personalizing stuff in a way that’s gonna be like we have this, like, information. Like, we actually don’t have a lot of in- [laughs]
[00:12:31] Greg Kihlström: [laughs]
[00:12:31] Kyla Malone: Some of, like, we don’t have some of the basic information people use for personalization all the time be- and it’s because if you wanna call your family and you want– you have your account and you wanna recharge, and you don’t wanna give us your first and last name, like, we’re gonna respect that, right? Like, everyone’s in a different situation, so that might not be personalization, what we’re gonna do, but we do wanna make sure that when you come into the app, if you’re calling Guatemala, that you then have an experience where you’re not seeing something special for Senegal. like-
[00:13:03] Greg Kihlström: Right. Right
[00:13:03] Kyla Malone: … y- your, your experience-
[00:13:04] Greg Kihlström: Yeah
[00:13:04] Kyla Malone: … is tailored to you, and I think that that’s where we’re really looking and where AI can really help us just provide that for our customers.
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[00:14:52] Greg Kihlström: [gentle music] As far as measures of success go, obviously, sales and, and revenue, they’re, those are obvious goals, and those don’t go away when you introduce AI. But I, I, I do wonder how do you measure success in terms of personalized and, and engagement, especially when you don’t necessarily-
[00:15:09] Greg Kihlström: … have all the info?
[00:15:10] Kyla Malone: Yeah. So we’re, we’re look– So we, we do do, we do personalize, but we’ll personalize more on, like, the, the product recommendations.
[00:15:18] Greg Kihlström: Yeah.
[00:15:18] Kyla Malone: And, like, we’ll, we’ll use their be- like, the behavior. Like, okay, so these people are calling and, and that is one thing that really with BOSS Revolution, right, like with our telecom roots, we started as international calling. Now, there might be some people who hear this and are like, “Why is someone paying to call internationally?” Right? Like, they might use something, they might have a way to call internationally that they don’t have to pay for.
[00:15:46] Greg Kihlström: Right. Right.
[00:15:47] Kyla Malone: and so we find that most, most of our customers, use a combination of paid and non-paid ways to… Like, they’ll use, us with another method of calling. But CRM really is how our businesses have been built. So we started as that calling company. we went into international mobile top-up, so right? Like, how can we also help, like, you’re here, we’re keeping you connected. you might wanna be like, s- how can we help you support your family back home and, and make sure that they can also connect with you? And so them having their phones, right? Their phone bill’s paid, so, if it’s, sending a mobile top-up to Tigo in Guatemala
[00:16:34] Kyla Malone: or, Orange Senegal or wherever it may be, right? So that your family member also has the phone. And to do that, right, we had, we had our calling base, and CRM is really then what allowed us to… And, and utilizing Braze and to build our, the, oh, now let’s, here’s another product, and to then build our IMTU business and then now with money transfer, right? So it’s really been a bedrock layer in our marketing, as we’ve expanded to new product areas, and continue to expand to new product areas, right? We have this, like, core audience that trusts us, and that is paramount to us.
[00:17:17] Greg Kihlström: Yeah. Well, and I mean, it sounds like on the product front, there’s been a lot of evolution and, lot, lots of change and, and even methods of communication and things like that. And, I’d say then even internally, the way that marketers work has certainly changed a lot over the last few years. Certainly, AI gets thrown in with that a lot and, and certainly is, is impacting and, and top of mind. How do you make sure that your, you and your teams are keeping pace and, moving together at the right pace, not necessarily just adopting something because it’s new, but, moving at the right pace while still keeping pace with your customers who are also adapting?
[00:17:56] Kyla Malone: Yeah. I think if you were to ask our CEO, he would say we are not going fast enough. [laughs]
[00:18:03] Greg Kihlström: [laughs]
[00:18:03] Kyla Malone: Go faster. [laughs]
[00:18:04] Greg Kihlström: No, no CEO thinks that. [laughs]
[00:18:06] Kyla Malone: And we’re going, and we’re trying, and we’re trying to go as fast as, possible. I think it’s really looking at, you know- What our company goals are, right? And so we definitely focus on that as priorities, right? Like, we know, we are a publicly traded company. We have our board goals. so like that there’s, prioritization there and making sure, that we’re doing that. And then it’s seeing, okay, with what we’re doing, where do we have opportunity to put a test in? If we’re updating something, how can we add some testing into that? How can we make it better? And when we’re do… When we’re, we might have one aspect of a campaign that’s six years old and, like, making sure we’re continuously optimizing. I think with AI and the ability
[00:18:55] Kyla Malone: to get the data and having now all of our data together, and the streamlined connection we have from Braze to Amplitude, and then also, from our like BI team and everything into Braze and into Amplitude, like, that is allowing us to spend the time then to say, “Okay,” like, “This is what we’re seeing here. We can make these, these changes. We can make these optimizations and be able to turn around and, and see the results.” And we’re also allow… Like, it’s also allowed us to work much more closely with some of our product teams as we’re working on, a board goal of like, might, having to do with a point in a customer journey, right? Where
[00:19:41] Kyla Malone: this is like a large focus for the company, right? So the product team’s constantly working on how do they reduce friction in, in that customer conversion or that customer purchase process. And so they’re making updates and releasing new features or new, paths in the app for that as we’re, also trying to optimize and make all of our campaigns and our CRM stuff work better. And so that’s been something that’s been really helpful, is just that collaboration between to where it’s we’re looking and we’re using the same, like the same data, the same events, the, as we look at that customer path journey just in that app session even,
[00:20:26] Kyla Malone: right? Like, we can see, okay, like they intro- like this new product feature was implemented, and we’re seeing awesome conversions off of something that, the product team puts in, and then we look and we see, okay. And the people who got the CRM campaign with that, we see 30% uplift, right? So it’s like how are we working together, and that, I think that collaboration, especially when it comes to being like agile and being able to, to move quickly is it’s really dependent on that, that collaboration, that collaboration between marketing and then, our, our marketing partners that are, oversee like everything for each of the products, where they’re sending us, what, what their promos might be or this or that or opportunities we
[00:21:11] Kyla Malone: have to where we can launch, a new like a promo campaign or a special event or something. It’s, it’s really about having that all, all together and all collaborating. And part of how we do that is, we have our like core CRM team, and then we have our marketing like as part of like the marketing team, and we meet every morning [laughs] for our daily scrub team. we have our, our weekly call. Um-
[00:21:39] Greg Kihlström: A very agile way of doing things. Yeah. [laughs]
[00:21:42] Kyla Malone: [laughs] Yep. so, and then, we have the other calls with our, our other, our other partners and yeah. So it’s really just that communication flow.
[00:21:54] Greg Kihlström: Yeah. Yeah. Love it. Well, Kyla, thanks so much for joining today. I got two last questions as we wrap up here. first one, again, we’re here at Braze Forge in, in Las Vegas. What’s been a highlight? And, and we’re in the last day, so what’s, what’s been a highlight for, from the event so far?
[00:22:09] Kyla Malone: I mean, it’s, it’s always a great event, and it’s always really exciting to see what new products are coming. And, my contact at Braze has gotten some texts like, “I just heard about this. I want early access.” [laughs]
[00:22:25] Greg Kihlström: Yeah. Yeah. Totally.
[00:22:26] Kyla Malone: You know? [laughs] His phone’s been blowing up with those texts. Like, “Wait, I just heard this.” Like, so there’s like always the exciting product news and feature like, new features that are coming out that you’re like, “Oh, I want that and I need that,” and it’s fun. It’s also, I admit it, I’ll dork out and talk about like CRM stuff, right? So it’s kind of fun to be around, people like that. But I think the biggest thing is, is really just energizing. It’s, it kind of, we get so stuck in our day-to-day and meeting our numbers and doing, and meeting our goals and hitting the revenue numbers and all the KPIs and trying to go faster to make our CEOs happy. and it’s really just a great place to just kind of
[00:23:13] Kyla Malone: inhale like ener- like this collective energy from people all over the world who are like doing the same thing you’re doing and like excited about it, and it makes you excited to like go and get at it and launch new journeys. [laughs]
[00:23:27] Greg Kihlström: Yeah. Yeah. Love it. Love it. And last question for you. what do you do to stay agile in your role, and how do you find a way to do it consistently?
[00:23:36] Kyla Malone: I really have to say I’m gonna shout out to my team here. I think the biggest thing is not being opposed to change, right? Like the thi- like things are changing. Our skillsets need to change, and I have a mighty team who is, they’re always wanting to learn something different, even if it’s not something that three years ago would’ve been a skill someone would’ve thought someone in marketing would need, right? So it’s like our roles are expanding in different ways in what we need to understand, and luckily we have AI to help with some of that when we’re not engineers or, we need to get our liquid, to work for the campaigns to get that. But- Automation and personalization and stuff in there. But yeah, I’m gonna say it’s really the team being willing to be nimble, and everyone on my team is really, like, a utility player where they can look at analytics, or n- they can launch a canvas. So it’s, it’s really about having those, those utility players that are curious and wanna keep learning.
