Trust has become one of the most valuable currencies in modern marketing. As traditional channels become more fragmented and consumers increasingly turn to creators, communities, and peer networks for recommendations, brands are being challenged to rethink how they build credibility and influence. For CMOs, the opportunity extends beyond influencer campaigns — it is about identifying the voices, partnerships, and communities that can strengthen brand trust, deepen customer relationships, and drive sustainable growth. This session will explore how leading consumer brands are integrating creators into broader brand and customer engagement strategies. From balancing authenticity with brand control to measuring long-term impact on loyalty and advocacy, senior marketing leaders will share how they are navigating the evolving trust landscape and ensuring their brands remain relevant in an increasingly creator-led world. Key takeaways: - Why trust is becoming a critical competitive advantage for consumer brands - How to identify and partner with creators who align with brand values and customer expectations - Strategies for integrating creator partnerships into broader brand and growth objectives - Balancing authenticity, governance, and reputation in creator-led marketing - New approaches to measuring the impact of creators on brand equity, loyalty, and customer lifetime value