Inside TikTok’s Next Phase of Commercial Growth

By:Christian Banach
onMarch 16, 2026

As TikTok’s marketing engine matures, its leadership approach offers a clear view into how modern brands expect agencies to support relevance, performance, and cross-functional alignment.

At a Glance

Interviewee: Sofia Hernandez, Global Head of Business Marketing and Commercial Partnerships Company: TikTok Location: Culver City, California Website: www.tiktok.com Industry: Social media, creator platform, advertising, and commerce Company Notes: Privately held platform with 10,001+ employees, a global creator ecosystem, and a growing ad, commerce, and AI-enabled marketing business Best-Fit Agencies: Creator marketing, social strategy, measurement and attributi...

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Christian Banach

Christian Banach is the founder of NextBigWin and a leader in agency growth and business development, bringing over 20 years of experience. He serves on the 4A’s Expert Network and has helped holdco agencies, such as Energy BBDO, and independents win millions in new business from brands like Disney, Toyota, and Kohl’s.