Karla Hernandez Zaldivar

Global Social Media Insights Manager

Born in Mexico, Karla, 32 years old, has 12 years of experience in varied PR, Social Media, Communications and Marketing positions. She holds a Master's degree in Communication Science with a major in Entertainment Communications from the University of Amsterdam.

She started her career at Nissan, being responsible for all content and events for products such as Sentra, Altima, Note and Pathfinder. She managed the PR strategy for the Infiniti RedBull Racing team for Mexico and LATAM. Then, in 2013 she focused on Global Marketing Communications for Tech & Engineering at BBVA.

She moved to the Netherlands in 2017, joining Heineken's Internal Communications team, eventually moving to Marketing & Events where she was part of the global sponsorships team, working on events such as Formula 1, UEFA Champions league and KLM's centenary.

Continuing her European journey, she then managed the B2B Marketing Communications strategy for a tech start up. In 2021 she joined Philips as Content & Channels Manager. Now, in 2022, she is responsible for insights, analytics and strategy operations of Booking.com's Global Social Media channels.

Karla Hernandez Zaldivar’s Sessions

12:15 p.m.–1:00 p.m. Pacific — Wednesday, February 22, 2023

#TikTokMadeMeBookIt: How Booking.com Leveraged TikTok to Launch Their Premier Campaign and Overall Content Strategy

One of the great things about TikTok, and social media in general, is the opportunity to test & learn. Reliable, authentic, and ever-changing are words constantly associated with TikTok, but what do they mean for a brand?

By applying the above as a North star, we developed our highly successful #TikTokMadeMeBookIt campaign giving seven users their dream holiday vacation. In this session, you will learn how Booking.com leveraged TikTok's record-breaking engagement rates to launch our premier campaign and overall content strategy. 

Key takeaways include:

  • Exploring and defining your audiences
  • Identifying best-performing strategies for content made by creators
  • The importance of "sparking" your content
  • Creating custom audiences based on campaign learnings


1:00 p.m.–1:45 p.m. Pacific — Wednesday, February 22, 2023

Speaker-Led Roundtables and Open Networking

Join one of our small-group video roundtable discussions to share new ideas with your peers. Speakers will lead these discussions. There will also be open networking tables to meet and greet other attendees.

Topics include:

  • How to maximize a creator/influencer partnership - Maya Wasserman
  • How to drive advocacy/fandom through brand communities - Reinaldo Parreiras
  • Social listening/benchmarking: Setting up a community management strategy during big (brand) moments - Karla Hernandez Zaldivar
  • The biggest social media mistakes and how to avoid them - Josef Bookert
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