Who are you?
I’m Sofia Hernandez, the Global Head of Business Marketing at TikTok. My role involves helping brands around the world harness the unique power of TikTok to build innovative marketing strategies that resonate both on and off the platform.
Biz Category
Expert
Country
United States
City
New York, New York
Little about you
As the Global Head of Business Marketing at TikTok, I guide brands in leveraging TikTok’s dynamic platform to create culturally impactful marketing strategies. Before TikTok, I was the Chief Client Officer at Suzy, where I focused on revenue growth and ensuring a customer-first approach. With over 18 years of experience, I’ve led iconic global marketing campaigns for Fortune 500 companies like P&G, J&J, Netflix, and Spotify. My passion for understanding what drives people helps me connect brands with their audiences in meaningful ways.
Your biggest achievements
One of my proudest achievements at TikTok has been transforming how brands view and utilize the platform, driving cultural conversations and innovative marketing. At Suzy, I was instrumental in shaping the company’s product roadmap and embedding a customer-first approach throughout the organization. Leading marketing campaigns for global giants such as P&G and Netflix, I’ve been able to create connections between brands and their audiences that are both authentic and impactful. Being recognized as one of AdAge’s Leading Women in 2022 was a significant milestone, highlighting my contributions to the field.
Top 3 motivations
- Cultural Impact:I’m motivated by the ability to shape and influence cultural conversations through innovative marketing..
- Customer Connection: Understanding and connecting with people on a deeper level fuels my passion for creating meaningful marketing strategies.
- Driving Innovation: I thrive on challenging brands to think outside the box and explore new, creative ways to engage with their audiences.
Biggest biz lesson
The most important business lesson I’ve learned is the power of a customer-first approach. Understanding your audience and putting their needs at the forefront of your strategy can drive incredible success and foster long-term loyalty.
Biggest life lesson
On a personal level, I’ve learned the value of empathy. Truly understanding and connecting with people, whether in a professional or personal context, is essential for building strong, lasting relationships.
Do you provide Shortcuts?
Absolutely. My Shortcut lessons focus on creating culturally relevant marketing strategies and leveraging the unique capabilities of platforms like TikTok. In just a few coaching calls, I can guide you on how to connect with your audience authentically and drive impactful marketing campaigns.
Where can people find you?
You can learn more about my work and insights through my profiles on Hispanic Executive, The One Club, MMA Global, and AdAge.
Last thoughts
Marketing is about more than just promoting products; it’s about creating connections and driving culture. Embrace innovation, understand your audience deeply, and never underestimate the power of empathy. These principles will not only help you succeed in business but also make a lasting impact in the world.
