Sofia Hernandez

Sofia Hernandez, Global Head of Business Marketing and Partnerships for TikTok, shares her journey in marketing and the platform's evolution. She emphasizes the need for brands to be more human in their approach and discusses the importance of authenticity on TikTok. The conversation dives into how brands can leverage user-generated content and partnerships with creators, showcasing success stories while navigating the diverse TikTok economy. Sofia also offers insights on starting content creation and the shift from traditional advertising to engaging storytelling.

Sofia Hernandez, Global Head of Business Marketing and Commercial Partnerships at TikTok and longtime advertising leader, discusses building TikTok’s marketing business and leading through hypergrowth. She talks about connecting culture and creativity to business, why marketers should think like creators, managing org change, and the evolving role of CMOs in a fast-moving landscape.