Hernandez brings two decades of experience in bridging the gap between major brands and digital audiences. During her tenure at TikTok, she oversaw the platform's rapid evolution by managing commercial partnerships and product marketing. Her track record of driving creator monetization aligns with Later’s objective to transition influencer marketing from experimental spend to a predictable performance channel.

This leadership shift coincides with Later’s push into AI-driven search, highlighted by the recent launch of its Answer Engine Optimization tool. By integrating Hernandez’s expertise in platform dynamics with the company’s extensive first-party data, Later aims to solidify its position among enterprise clients like Nike and Unilever. CEO Scott Sutton noted that the move is designed to support the company’s scale as it refines its approach to how brands and creators collaborate.