TikTok's global marketing head is leaving

"Sofia played a defining role in shaping our global go to market approach. This included expanding our presence across priority markets, and strengthening how brand, product and commercial teams work together."

"Hernandez worked at TikTok and ByteDance for nearly six years. She initially focused on marketing related to the company's advertising business before expanding her remit to include consumer marketing."

"Hernandez is the latest in a string of US executives to leave TikTok in the past year. About a year ago, advertising executive Blake Chandlee, who previously oversaw global business solutions, stepped down."

Sofia Hernandez is leaving TikTok after nearly six years with the company and its parent ByteDance. She served as global head of marketing and commercial partnerships, initially focusing on advertising business marketing before expanding to consumer marketing. Prior to TikTok, Hernandez held positions at Suzy as chief customer officer and at Publicis Groupe. Isobel Sita-Lumsden, a UK-based executive with experience in off-platform marketing partnerships and social initiatives, will assume her role. Hernandez's departure represents part of a broader executive transition at TikTok, following recent exits by advertising executive Blake Chandlee and creators head Kim Farrell. The company is currently undergoing structural changes, including a US business reorganization involving joint venture arrangements with Oracle, Silver Lake, and MGX.

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