In this episode of YouShouldTalkTo, we sit down with Hillary Settle, VP of Digital at the iconic undergarment brand Hanky Panky, to talk about how modern marketing is evolving and what that means for brands that want to stay relevant. From AI strategy to influencer marketing, Hillary brings a refreshingly honest take on what’s working, what isn’t, and why getting back to the basics of human connection is more important than ever.

With a background that spans both creative strategy and performance marketing, Hillary shares how she’s navigating the shifting landscape. VPs don’t just sit around counting all their budget’s money, they strategize the best way to see what it takes to meet customers where they are. That means adapting brand messaging to the changing times without losing their identity and exploring new ways to reach their audience. We are in a new era of marketing. People are moving farther away from brick and mortar stores, and even moving away from household names in favor of the next new platform. Consumers are moving to TikTok and eventually ChatGPT, if you can believe it.

We also touch on the future of agency partnerships, the power of social media apps like TikTok for organic marketing strategies, and what it really looks like to build relationships that move the needle. If you’re not investing in influencer marketing, you’re leaving money on the table. Companies are not seeing the same return on investment in paid ads as they used to. And it’s because people are not buying from ads, they’re buying from people.

Tune into Hillary’s episode to hear more about how you can stay ahead of the curve and invest in the right channels before you lose your audience to the next new thing.

Guest-at-a-Glance

💡 Name: Hillary Settle, VP of Digital at Hanky Panky

💡 Where to find them: LinkedIn

Key Insights:

Today’s Products Have To Meet People Where They Are

Hillary knows that there’s always something going on that’s bigger than whatever product you're selling. Whether it’s political changes or economic instability, your audience will face unique and persistent challenges. The brands that win will be the ones that respond in real time, not just with messaging, but with solutions. It’s no longer about selling an idea, it’s about showing up in the everyday. So when the fires hit LA earlier this year, Hanky Panky partnered with a company that helped donate undergarments to women who had just lost everything. People remember that kind of thing.

AI Is Only as Smart as Your Strategy

AI is everywhere, but it’s not enough to tell your team to just use it. Use it to do what?? AI is a tool, but it can’t do all the work for you or your team. You need a strategy. The leaders that thrive will be the ones who ask smarter questions, and not just about how AI can make them more efficient, but how it can deepen what they already do well. Tools like ChatGPT aren’t magic—they’re multipliers. And unless you’ve defined what exactly you want out of these tools, they won’t get you anywhere faster.

TikTok is Reshaping the Beauty Commerce Landscape

Times are changing, and legacy retailers are already feeling the pressure. Platforms like TikTok Shop are redefining where and how consumers discover beauty products, and it’s working. As sales shift from brick-and-mortar storefronts to influencer campaigns, brands need to show up in the right channels with the right content. It’s not just abou