Martina Barrera-Hernandez

Head of Influencer
Pop Together

Martina Barrera-Hernandez is the Head of Influencer Marketing at Pop. She leads end-to-end influencer programming, from strategy to research, content direction, reporting, and relationship building. In addition to her full-time work in influencer marketing and social media, Martina is a freelance content creator in the lifestyle category. 

Before joining the Pop team, Martina led influencer marketing at Dame, focused on women’s sexual health, and at Cocokind, a conscious skincare brand. She attended Northwestern University, where she received a BS in Journalism with an emphasis on Magazine Editorial and a minor in Psychology. Martina is currently based in San Francisco, California where she can be found going on lots of walks and trying new food spots along the way.

Martina Barrera-Hernandez’s Session

12:15 p.m.–1:00 p.m. Pacific — Friday, February 24, 2023

Panel: Leveraging UGC to Build Your Brand Community

This panel will discuss:

  • Jumping in on trending/viral moments to create UGC storytelling
  • Using and translating UGC from one platform to another (ex: Twitter to Instagram)
  • Using Original Sound UGC for content development
  • Examples of UGC that work well (and don’t work well) to build your brand community
  • The importance of the creator community in community building
  • How UGC can work for you no matter the size of your team or company
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