Later announced that Sofia Hernandez has joined its Board of Directors. Hernandez is the former Global Head of Marketing and Partnerships at TikTok and brings about 20 years of experience in marketing, brand partnerships, creator monetization, and social media growth.
At TikTok, Hernandez helped build the platform’s marketing strategy, commercial partnerships, and product marketing during a major period of growth for the company.
Later said her experience will support the company as it continues expanding its influencer marketing platform and deepening its expertise in the creator economy.
The appointment comes as Later reports continued business momentum. The company recently surpassed $2.9 billion in verified influencer-driven purchases and achieved a record quarter for enterprise client growth.
Later also recently launched creator AEO, an Answer Engine Optimization offering designed to help brands improve visibility, recommendations, and share of voice across AI-powered search.
Later’s platform uses AI-powered technology and first-party creator, content, and commerce data to help enterprise brands improve creator marketing performance.
The company works with brands including Nike, Southwest Airlines, and Unilever.
KEY QUOTES:
“Later is on a mission to drive the greatest returns for marketers and the highest earning potential for every creator. 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.”
Scott Sutton, Chief Executive Officer of Later
“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. 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. I’m excited to join the team and get to work on their mission.”
Sofia Hernandez, Board Member at Later
