A powerhouse panel of women marketing leaders took the stage at the Female Quotient Lounge at Cannes to explore how influencer marketing is evolving, and how top brands are evolving with it. 

Moderated by Maria Sipka, Co-Founder and EVP at Linqia, the conversation featured insights from Alia Kemet (CMO, Shipt), Tabata Gomez (CMO, McCormick & Company), Brittany Clauss (Director of Brand Marketing & Media Strategy, United Airlines), and Nuria Hernández (CMO, Personal Care, Unilever). Together, they unpacked how their teams are structuring, resourcing, and scaling influencer programs that deliver real business impact in an industry constantly rewriting the rules of influence and engagement. 

How Brands are Adapting when Creators Hold the Influence

The panel discussed how creators have more influence over consumers than brands do, and what this means for the future of marketing. For Nuria Hernández, this shift doesn’t mean abandoning core values. “What has not changed is what we stand for as a brand… and how we want to connect with consumers,” she shared.

Instead, the challenge lies in evolving how brands build trust in an environment that moves fast. She explained that, “More than ever, we are focusing on social insights–getting to understand where society and consumers are.” For Unilever, that means combining human creativity with tools like AI to manage content efficiently and stay open to change: “Never saying I have arrived there, but I have made one more step.” 

Building off that, Brittany Clauss emphasizes the importance of choosing influencers, “It’s really on us as brand marketers to find people who are already passionate about our brand,” she comments. 

Along the theme of authenticity, she emphasizes the value of long-term partnerships built on mutual trust and genuine enthusiasm: “Building sustainable, long-term relationships, with people that we trust, and with people that love our brand.” 

How They’re Balancing Tentpole Moments vs. Responding to Culture

The panel shared that campaign plans used to follow a predictable schedule around big events and seasons, but today brands need to be flexible and ready to jump on viral moments as they happen. With these cultural moments seemingly happening every day, the panelists stressed the importance of how the team and internal processes must be built to support both.

Alia Kemet shared a story of how Shipt responded when a competitor failed to deliver a much-needed package to a traveling mother of young children. Instead of commenting on the aggravated influencer’s post or critiquing their competitor, Shipt stepped in and delivered the product themselves.  

It was about “being nimble enough to tap into moments you didn’t see coming.” Kemet said. The simple act spoke volumes about the brand’s values and left a lasting impression. 

Tabata Gomez reinforced this idea, pointing out that not everything can be predicted or planned. She emphasized the need to have guts and give your team the support to make the most of these ‘pop-up’ situations. 

Nuria Hernández described it as “planning for the unplanned.” She discussed how it’s about locating the resources to be ready for the unpredictable, “Finding that balance of planning, but also allowing room for quick reaction.” 

Brittany Clauss echoed the importance of being able to “pounce on that moment.” The more you can act quickly on social ideas, the better. It’s about building relationships and trust with the right people internally that will ensure you can move fast when the time comes.

Across the board, one message was clear: success in influencer marketing today calls for a reactive strategy. But more than that, it calls for intentional partnerships, operational agility, and strong brand values that present in real time. Influencer marketing is shaping culture and business like never before, and these leaders are not just keeping pace. They’re grabbing new opportunities and helping build what comes next.

Stream the full conversation below to learn more about how these leaders of marketing approach influence, and the brands they admire here.

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