In just over a decade since graduating with a Bachelor of Business Administration from Hult London, Class of 2013 alum Sonya Gonzalez Mier has built up a resume that’s impressive by anyone’s standards. She’s worked with some of the world’s most recognizable brands, from Adidas to Sellotape. She’s grown a TikTok following of over 60,000. She’s published a book. She’s hosted a successful podcast. She’s launched her own consultancy. She’s been recognized as one of today’s top 20 marketing influencers. And she’s showing no signs of slowing down.

We’re thrilled to feature Sonya’s story as part of our 12 over 12 series, celebrating the successful career journeys of 12 Hult alumni over 12 months. From her childhood dedication to figure skating to her current mission of making marketing fun and accessible to all, find out how Sonya has gotten to where she is today.

Hult: Tell us a little bit about your background.

Sonya: I grew up in Berlin, Germany, with an Argentinian mother. My childhood was largely shaped by my passion for figure skating. I began training at the age of 5 and was eventually selected to join the Olympic training and education program in Berlin.

Unfortunately, just before university, I suffered an injury that prevented me from pursuing the sport professionally. However, I continued to stay involved by working as a coach and judge, giving back to the sport that had given me so much.

Hult: Why did you choose to study at Hult? 

S: I vividly remember wanting to study business in a truly international environment. A close friend of mine mentioned a school in London that allowed students to rotate across different campuses worldwide, which immediately caught my attention. It sounded like a fantastic way to gain a global perspective, so we both decided to apply. 

At the time, it felt like a bit of a gamble, as our cohort was only the second year of the program. However, the diverse selection of classes and the quality of the professors convinced us that it was the right fit.

 “Hult sounded like a fantastic way to gain a global perspective.”

Hult: What was your experience like on campus?

S: I think I’ve finally reached an age where I can truly appreciate that the time spent studying is one of the best periods of your life. Living and studying in London was an incredible experience; it’s a city that offers amazing opportunities for students, regardless of their background. 

One highlight was taking Business 101 with the legendary Ray Hilditch—his first class on marketing made me realize this was the field I wanted to pursue. I also loved Business Ethics with Alan Hertz, who created an environment where students from diverse backgrounds could openly challenge their views. I was fortunate to rotate for a few months to the San Francisco campus, which added a new dimension to my experience. Best of all, I made lifelong friends along the way.

 “I made lifelong friends along the way.”

 

Hult: What was your first job like after graduation?

S: After completing my bachelor’s degree, I decided to continue my studies with a master’s in Marketing and Strategy at Warwick Business School. The experience at a traditional British university was quite different from the international environment at Hult, but I felt well-prepared for the transition. I completed the program successfully and quickly secured a great role, which allowed me to apply what I had learned right away.

Hult: How did you discover your passion for marketing? 

S: As someone who dedicated most of her life to sports, I was initially uncertain about what to study. My mother, who has a background in accounting, suggested I start with business, hoping I might follow in her footsteps. However, thanks to the influence of Ray Hilditch at Hult, I quickly realized that marketing was my true passion. 

It did take some convincing, especially since my mother initially viewed marketing as more of an “artsy” field. I’m particularly proud of the fact that I’ve proven her wrong by incorporating a strong focus on data analysis in my work. In a way, I’ve embraced her love for numbers, blending it with my own creative approach, and today she’s very proud of the career I’ve built.

Hult: Take us through your early career journey. 

S: After graduating, I began my career at Müller, the UK’s leading dairy brand. I spent five years there, managing various brands and honing my skills in FMCG marketing. It was a dynamic environment where I gained hands-on experience across the entire marketing mix—from concept development and market research to strategy, product development, and communication planning through to market implementation.

I then moved to Henkel, where I managed DIY products and took on a project I’m particularly proud of: the development and launch of Sellotape ZERO Plastic, the world’s first fully compostable tape. As the most-sold tape in the UK, I was passionate about making a positive impact for future generations. It’s a great example of how marketers can move the dial and make a real difference through their everyday work.

Following Henkel, I transitioned to FCB, now owned by Ferrero, where I had the opportunity to manage some of the UK’s favorite brands. Interestingly, despite never specifically seeking out German companies, I’ve worked for several—but always based in the UK. My international background has consistently helped me bring a fresh perspective to every role.

“My international background has consistently helped me bring a fresh perspective to every role.”

Hult: How did you get into content creation on TikTok? 

S: During the pandemic, I was one of the millions who downloaded TikTok. Although the algorithm quickly picked up on my interest in marketing, most of the content I found was focused on social media marketing. Frustrated by the lack of information on brand strategy and product marketing, I decided to start posting about my everyday job—covering topics like pricing strategies, packaging, product tiering, and behavioral psychology. To my surprise, people enjoyed me nerding out about these topics, and within a year, I built a community of 60,000 followers on the platform. 

This deep understanding of TikTok also allowed me to build an in-house social media team at FCB, and eventually led me to work directly for TikTok, managing key accounts such as Unilever, Adidas, and Volkswagen. Collaborating with these brands on their global campaigns was an incredible experience that taught me a great deal about global marketing.

Hult: What’s the story behind your book?

S: The book was born out of my TikTok community. Many of my followers were early in their careers and unsure about how to break into marketing without a formal education, while others were working in one specific area of marketing and wanted to pivot to another. 

Although I had a formal education in marketing, I realized that over 75% of marketers in the industry don’t. This can often make marketing seem like a “walled garden” full of jargon and insider terms. I wanted to bridge that gap and create a resource that would be accessible, practical, and help demystify the field for anyone interested in pursuing it.

I was floored by the response the book received, including numerous 5-star reviews. I wrote the book I wish had existed when I started my journey, so it was incredibly rewarding to hear that some of my former professors have even started incorporating it into their lessons.

“I wrote the book I wish had existed when I started my journey.”

Hult: What new trends in marketing are you most excited about?

S: Two trends I’m particularly excited about are the evolution of influencer marketing and the rise of purpose-driven marketing. The role of influencers has expanded beyond simple endorsements; brands are now partnering with influencers to create authentic, resonant content that connects deeply with diverse consumer groups. It’s not just about product placement anymore—it’s about building narratives and communities that feel genuine. This shift offers brands new opportunities to engage audiences in a way that feels more personal and meaningful.

The second trend I’m passionate about is the focus on purpose-driven marketing. Consumers today want to support brands that align with their values and demonstrate a commitment to social causes. Purpose-driven campaigns help build stronger connections and loyalty by showing that brands stand for something beyond profit. 

It’s exciting to see marketing become a vehicle for positive change, where companies can move the dial on important issues and create a lasting impact. I believe this trend will continue to grow as consumers seek authenticity and value-driven experiences.

“It’s exciting to see marketing become a vehicle for positive change.”
 

Hult: What advice would you give to an aspiring content creator? 

S: My advice to aspiring content creators is simple: everyone has a topic or interest they could talk about all day long, and it’s now easier than ever to find a community of like-minded people who care about the same things. Focus on sharing your passion and giving as much value to your audience as possible. It doesn’t mean your videos need to be fancy or highly produced—what matters most is that they come from the heart. Authenticity is what resonates with people.

Hult: What about advice for an aspiring marketer who wants to work for big brands?

S: For aspiring marketers who want to work for big brands, I’d recommend honing your foundational skills, especially in data analysis. One area that’s often overlooked is the ability to handle and interpret data. The outdated stereotype that marketers don’t need to know numbers is not only wrong but can also be dangerous. Marketing is a science, and understanding data is crucial if you want to excel. No matter how creative your ideas are, you need to back them up with solid insights.

“Marketing is a science, and understanding data is crucial if you want to excel.”

Hult: Congratulations on your inspiring career journey so far, Sonya, and all the best for the future! We look forward to seeing and hearing more from you on TikTok.