JUST ANNOUNCED: The New Era of Leadership 2024 Award Winners


Sofia Hernandez

Global Head of Business Marketing, TikTok


How This Marketing Exec Is Turning TikTok Into One of the World’s Biggest Shopping Platforms

Sofia Hernandez, Global Head of Business Marketing at TikTok, is helping brands connect with consumers and drive revenue through storytelling with short-form mobile video. Companies that have harnessed the channel, and TikTok marketing solutions created by Hernandez, see the strategy pay off in several ways: A hit video that goes viral can usher in loads of new purchases, and even organic comments on TikTok can garner thousands to millions of likes that convert to real sales lift. That’s in addition to the platform’s new ecommerce experience, TikTok Shop, that links directly to checkout from a TikTok profile. The video and live shopping solution, which launched in 2023, is aiming to sell $17.5 billion in merchandise on the platform. As a digital marketer at a social platform that thrives on authentic storytelling, Hernandez came to TikTok prepared: with two decades of marketing and agency experience and a reputation for leading global marketing campaigns that level up brands. 

By Cristina Cala