It's odd to think that there was a time when brands needed convincing to be on TikTok, but that was exactly Sofia Hernandez’s job. Before being promoted to global head of business marketing for the app in October 2021, she was head of business marketing for North America. TikTok’s popularity has been swift, surpassing a billion users.

“When I think about all that we’ve done in the last two years of business, it feels like beautiful chaos,” Hernandez said.

Much of that popularity has come from the app’s creators, with whom brands have lined up to partner. Last year, Hernandez partnered with TikTok’s Creator Solutions team, which pairs TikTok creators with brands, to set a new standard when putting forth creators: 60% of all candidates must be diverse.

“We want to encourage marketers to think differently about who they partner with,” Hernandez said. “You don’t have to shed your best practices on how to connect with consumers, but creators have taught us to do this in a new and evolved way.”

What advice would you give your younger self? 

Understand how your role contributes to the company's bottom line. I wish I would have been much more rooted in business impact in my early days. It wasn't until later in my career that I truly understood the value my work brought to the table and it helped me make better, more lucrative business decisions.

I'd also say, “Don't wait for permission to make bold decisions.” I saw men do this more often than women in my early years and it's something I wish I would have done more myself.

What’s the biggest risk you’ve ever taken? 

I feel like I've been taking risks my entire life. It's how I went from being a low-income kid from the South Side of Chicago to an executive at a fast-growing tech startup. I can't point to one risk, but what I can say is there will be so many people telling you what you should or should not do (parents, friends, mentors, etc.). What I've realized over the years is that ultimately, you already know the answer—so cut out the noise and make the leap!

If you weren’t doing your current job, what would you be doing and why? 

I grew up with parents who are activists and was able to constantly see them stick up for others, stand up for what's right and actively call out injustice. It's a part of my DNA. That said, dedicating myself to helping underserved people full-time would be my other calling. It's shaped who I am and what I bring to work every day as a leader, and it's why I fight for inclusion in the workplace and on our platform. I'm always rooting for the underdog. Given the state of the world today, everywhere you turn there's someone who needs a champion. Take a look on TikTok and you'll find there are thousands of communities and people who need a platform. It's one of the many reasons I'm so proud to work here; our platform really does help to amplify so many voices that deserve the spotlight.

What should the industry do to encourage more women and people of color into its ranks? 

There's no deficit of people, drive or skills. We are here. We just don't look like the historical definition of a successful leader or employee. Recognizing the potential that readily exists, creating the opportunity, and then developing, championing and promoting the talent to leadership is critical. Visible role models are so important to helping women and people of color see themselves in the upper ranks and knowing that they belong there.

It's up to the industry to start opening its mind, broadening its definition and its criteria. We need to hire and promote based on potential, not just experience. I regularly get messages from folks internally and externally just to say “It's so great to see a Latina in a position like yours. I didn't think it was possible.” Representation matters!

What is the biggest lesson you have taken away from the pandemic?

We are humans before we are corporate colleagues. We are parents, caregivers to our parents, people who struggle, people with hobbies, passions and side hustles. The pandemic made us much more accepting of each other and that has made the work better, the working environment better, and frankly, has made me a better leader. I've always asked my team to bring their truest, fullest selves to work, but the pandemic has allowed us to relate to each other in deeper ways and foster a more lifestyle-led culture we didn't know we could have as colleagues and co-workers.