In this episode, we explore how B2B brands can break traditional molds by showing up in consumer-centric spaces to drive deeper engagement. Guest Sophia Figueroa shares her unique experiential origin story and provides actionable advice for the next generation of creators navigating an AI-infused landscape.

Meet the Guest

Sofia Figueroa is the Head of Experiential at Square. With over a decade of experience ranging from large-scale mobile tours to executional production, Sofia later earned an MBA from NYU Stern to bridge the gap between boots-on-the-ground execution and high-level business strategy. She is a leading voice in how global tech brands can leverage live experiences to create authentic connections.

What You’ll Learn

• B2B in B2C Spaces: Why meeting business owners where they live bypasses traditional pipeline barriers.
• The Value of "Getting Your Hands Dirty": Why production mastery is essential for long-term strategic success.
• Brand Evolution: How Square’s refresh uses human-centric elements to create curiosity.
• AI in Events: Using automation to unload administrative tasks and free up creative brain space.

Connect with Us

• Website: ⁠agencyea.com⁠
• Instagram: ⁠@agencyea⁠
• LinkedIn: ⁠https://www.linkedin.com/company/agencyea⁠
• YouTube: ⁠agencyEA⁠