The New Blueprint for Influencer Marketing: Culture, Community & Conversion

Thursday, July 24th, 2025
at 10:00 AM PT / 1:00 PM ET

You're invited!

As influencer marketing matures, brands are shifting from trend-chasing to strategy-building. It’s no longer just about reach—it’s about relationships, representation, and results. In this exclusive webinar, Meltwater partners with former Head of Influencer Marketing at PepsiCo, Christina Westley, to explore how brands can evolve their influencer approach to meet the moment. From building in-house teams to casting with cultural intention, this session will help you transform influencer marketing into a scalable, community-driven channel.

Whether you're launching a new capability or optimizing an existing one, join us for a deep dive into the strategies that will define influencer success in 2025 and beyond.

What you'll learn:

  • Building In-House Influencer Programs: What brands need to consider when bringing influencer marketing in-house—team roles, tools, and the trade-offs between control and scale.
  • Setting Smarter Influencer Goals: How to define clear, realistic KPIs for influencer efforts that align with broader marketing and business outcomes.
  • Casting for Culture & Community: Why inclusive casting isn’t just about representation—it’s about resonance. Learn how to select creators that reflect and connect with niche communities.
  • The Future of Influencer Briefs: Explore how to close the communication gap between brand and creator to deliver content that audiences genuinely care about.
This is your opportunity to rethink the way your brand approaches influence. Walk away with frameworks, insights, and real-world examples to elevate your next influencer campaign!

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Christina Westley

Former Head of Influencer Marketing | PepsiCo
Christina Westley is a leading voice in Influencer Marketing, bringing over a decade of experience to the space. A graduate of The Wharton School and former Head of Influencer Marketing at PepsiCo, Christina combines sharp business strategy with cultural insight to drive meaningful impact. As a Black woman in the industry, Christina has become a passionate advocate for influencer diversity—work that led her to launch Social Feed in 2023, a platform spotlighting diverse creators and connecting her expansive network of marketers to inclusive talent. In 2024, she expanded her vision with Social Setting, an experiential series designed to foster authentic relationships between Black influencers and brand leaders through curated in-person moments. Now in 2025, Christina has stepped fully into independent consulting with Social Consult, offering fractional strategic support to both startups and Fortune 500s looking to elevate their influencer marketing programs with intention and innovation.