Tech

Later Names Former TikTok Global Marketing Head Sofia Hernandez to Board

Published on June 24, 2026

Later has appointed Sofia Hernandez, former Global Head of Marketing and Partnerships at TikTok, to its Board of Directors, the Influencer Marketing company announced.

Hernandez’s 20-year career has centered on building connections between major brands and their audiences. Her most recent role at TikTok encompassed marketing efforts, commercial partnerships, and product marketing during a formative growth period for the platform. That work focused on driving monetization for both brands and creators, shaping how they connect, create, and earn on the platform.

“Later is on a mission to drive the greatest returns for marketers and the highest earning potential for every creator,” said Scott Sutton, Later’s CEO. “Sofia has always been at the forefront of marketing, leading brands and creators through some of the most significant shifts in how they grow together. We are thrilled to add her experience, perspective, and passion to Later’s leadership as we scale.”

Hernandez cited Later’s combination of first-party data and artificial intelligence capabilities as factors in her decision. “Later is building something rare: a company that combines first-party data, intelligent AI, and creative expertise to make creator marketing outperform every other performance channel,” she said. “I’ve watched this space through the agency, platform, and creator lens for a long time, and Later is where I see the industry going.”

Later recently surpassed $2.9 billion in verified influencer-driven purchases and achieved a record quarter for enterprise client growth. The Boston-based company also launched creator AEO, an answer engine optimization product designed to help brands improve visibility, recommendations, and share of voice across AI-powered search.

In April, Later named Mohsin Hussain as Chief Technology Officer to lead development of Later EdgeAI, its proprietary predictive intelligence engine. In June, the company also brought on Dena Upton as Chief People Officer to lead global people strategy.