Sofia Hernandez is the Global Head of Business Marketing and Commercial Partnerships at TikTok, where she leads brands in harnessing the power of TikTok to authentically participate in culture and drive results for their businesses. She has played a pivotal role in TikTok’s evolution from a challenger brand to a multibillion-dollar advertising giant by overseeing its marketing efforts and commercial partnerships and spearheading global product launches that have transformed the way chief marketing officers, agencies and industry practitioners think about marketing in the age of automation and AI.