Later, the world’s most intelligent influencer marketing company, has announced the appointment of Sofia Hernandez, former global head of marketing and partnerships at TikTok, to its Board of Directors. The move comes as the company strengthens its leadership team amid rapid growth in AI-powered influencer marketing, enterprise client expansion and data-driven creator economy solutions.
Later has appointed Sofia Hernandez to its Board of Directors.
Hernandez previously served as global head of marketing and partnerships at TikTok.
She brings over 20 years of experience in global marketing and brand partnerships.
Later recently surpassed $2.9 billion in verified influencer-driven purchases.
The company has expanded its AI-driven creator marketing capabilities, including creator AEO.
The appointment aligns with Later’s strategy to scale enterprise influencer marketing performance globally.
Sofia Hernandez joins Later’s board following a distinguished career spanning two decades in global marketing, brand partnerships and platform growth. Most recently, she played a key leadership role at TikTok, where she contributed to building the platform’s global marketing, commercial partnerships and product marketing functions during a period of rapid expansion.
Her experience includes shaping how brands and creators collaborate, monetize and scale engagement in an evolving digital ecosystem. Her appointment reinforces Later’s focus on strengthening its leadership perspective as it expands its influence in the creator economy.
"Later is on a mission to drive the greatest returns for marketers and the highest earning potential for every creator," said Scott Sutton, chief executive officer of Later. "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."
Later continues to position itself as a leading force in AI-powered influencer marketing, combining first-party data, creator insights and commerce intelligence to optimize brand performance across social platforms.
The company recently surpassed $2.9 billion in verified influencer-driven purchases and reported record enterprise client growth. It has also expanded its AI-powered tools, including the launch of creator AEO (Answer Engine Optimization), designed to improve brand visibility and share of voice across AI-driven search and discovery environments.
These developments underscore Later’s strategy to integrate data intelligence, automation and creative strategy into a unified influencer marketing ecosystem.
The appointment of Hernandez aligns with Later’s broader ambition to shape the next phase of the creator economy. By combining AI, first-party behavioral data and deep platform integrations, Later aims to deliver measurable outcomes for enterprise brands while increasing earning potential for creators.
Sofia Hernandez highlighted the company’s differentiated approach to the market, emphasizing its integration of intelligence, creativity and performance.
"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," said Sofia Hernandez, board member at Later. "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."
Later’s continued expansion reflects growing demand for performance-driven influencer marketing solutions among enterprise brands. With clients including global organizations such as Nike, Southwest Airlines and Unilever, the company is increasingly positioning itself as a core performance channel within digital marketing strategies.
The addition of Hernandez to the board is expected to further strengthen Later’s strategic direction as it scales its AI-powered marketing platform and deepens its presence in the global creator economy.
Later is the world's most intelligent influencer marketing company, delivering the predictable performance enterprise brands demand and the reliable revenue creators deserve. Its AI-powered technology draws from a decade of creator, content, and commerce data from billions of social interactions, $2.9B+ in influencer-driven purchases, and deep integrations with Meta, TikTok, and more. With its team of high-touch strategists, Later delivers campaigns that look like art and perform like science. Trusted by global leaders like Nike, Southwest Airlines, and Unilever, Later is where the creator economy meets the bottom line. Learn more at later.com.
