Sofia Figueroa is a marketing leader with over 15 years of experience in experiential strategy, spanning both B2B and B2C audiences. Across more than a decade at Square and Cash App, she has led large-scale initiatives that drive sales, accelerate product adoption, and fuel brand growth. Her work bridges trade show floors and cultural festivals alike—building programs that turn business tools into cultural touchpoints. Known for her creative vision and operational precision, Sofia continues to shape how brands show up authentically in the real world and connect with the people behind every transaction.
For years, many B2B brands have relied on the safety of trade shows and industry...
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