Who are you?
I’m Sofia Hernandez, the Global Head of Business Marketing at TikTok. I help brands worldwide leverage the power of TikTok to create innovative marketing strategies that resonate both on and off the platform.
Biz Category
Entrepreneur
Country
United States
City
New York City
Little About You
I’ve spent over 18 years leading iconic global marketing campaigns for Fortune 500 companies like P&G, J&J, Netflix, and Spotify. My journey in the marketing world has been driven by a passion for understanding people and what makes them tick. At TikTok, I challenge brands to drive culture and connect meaningfully with their audience. Before joining TikTok, I served as the Chief Client Officer at Suzy, a consumer insights platform where I championed a customer-first approach and drove revenue growth.
Your Biggest Achievements
At TikTok, I’ve been instrumental in helping brands navigate and harness the unique, creative potential of the platform. My efforts have not only driven successful marketing campaigns but also contributed to shaping the cultural impact of TikTok globally. At Suzy, I played a key role in revenue retention and growth, informed the product roadmap, and fostered a strong customer-centric culture. My work with Fortune 500 companies has resulted in some of the most memorable and effective marketing campaigns in recent years.
Top 3 Motivations
- Creating Impactful Connections: Helping brands build meaningful relationships with their audiences through authentic storytelling and innovative marketing strategies.
- Driving Innovation: Constantly exploring new ways to push the boundaries of digital marketing and inspire creative excellence.
- Empowering Teams: Leading and nurturing teams to achieve their full potential and deliver outstanding results.
Biggest Biz Lesson
The most significant lesson I’ve learned is the importance of staying adaptable and open to change. In the fast-paced world of digital marketing, the ability to pivot and embrace new trends and technologies is crucial for success. Staying ahead of the curve and continuously innovating is key to maintaining a competitive edge.
Biggest Life Lesson
On a personal level, I’ve learned that empathy and understanding are the foundations of meaningful connections. Whether in professional or personal relationships, taking the time to truly understand others’ perspectives leads to stronger, more authentic interactions and outcomes.
Do You Provide Shortcuts?
Absolutely, I offer Shortcuts through strategic coaching and workshops. These sessions are designed to help brands quickly grasp the essentials of effective TikTok marketing. My Shortcut lessons focus on crafting engaging content, understanding platform dynamics, and leveraging TikTok’s unique features to drive brand growth. Participants will gain practical insights and strategies that they can implement immediately to see tangible results.
Where Can People Find You?
You can find more about my work and insights on Hispanic Executive, One Club, MMA Global, and AdAge.
Last Thoughts
My parting advice is to always stay curious and never stop learning. The marketing landscape is ever-evolving, and staying ahead requires a commitment to continuous growth and innovation. Embrace challenges as opportunities for creativity, and remember that the most successful campaigns come from a place of genuine connection and understanding. Keep pushing boundaries and striving to make a positive impact in everything you do.
