- Sofia Hernandez, TikTok’s global head of marketing and commercial partnerships, is leaving.
- Hernandez oversaw TikTok’s marketing strategy for brands, advertisers, and consumers.
- Isobel Sita-Lumsden, another TikTok exec based in the UK, will take her place.
Sofia Hernandez, TikTok’s global head of marketing and partnerships, is leaving the company, according to a memo from global business solutions lead Will Liu.
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. Prior to joining TikTok, Hernandez served as chief customer officer at the consumer-insights platform Suzy. Before that, she worked at a creative agency within Publicis Groupe.
Hernandez is being replaced by Isobel Sita-Lumsden, an exec in the UK who has focused on off-platform marketing partnerships and social, according to the memo.
“Sofia played a defining role in shaping our global go to market approach,” Liu wrote in his memo. “This included expanding our presence across priority markets, and strengthening how brand, product and commercial teams work together.”
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. In January, Kim Farrell, TikTok’s global head of creators, left the company amid a reorganization of the company’s content division.
Hernandez’s exit comes at a moment of transition for TikTok, which recently split off parts of its US business into a joint venture. While some employees now work for a new US division overseen by managing investors like Oracle, Silver Lake, and MGX, advertising and marketing workers remain under the oversight of ByteDance.
TikTok and ByteDance did not immediately respond to a request for comment.
