Hi, I’m Sonia.

Why do some organizations scale while others depend entirely on a few key people?

For 20 years, I’ve often asked myself this question.

I started my career in digital marketing & communications.

Since then, I've worked across FinTech, Private Equity, Consulting, Luxury and startups, as a project manager, a communications leader, an entrepreneur, a meditation teacher, a hospitality coordinator, and a strategic operations partner to executives and leadership teams.

What connects these experiences is a constant fascination with how organizations work: how information flows, how decisions are made, how knowledge is transferred, and why some systems scale while others depend entirely on a few key people.

After all these years, the answer is still the same.

Critical knowledge lives in people's heads, undocumented, invisible.

When they leave, it goes with them. Organizations lose time, create unnecessary dependencies, and struggle to scale.

I capture critical knowledge, structure the decisions behind it, and build systems that teams and AI can rely on.

I work with startups and scale-ups where growth depends on knowledge, not heroes.

My work sits at the intersection of operations, knowledge management, and organizational architecture, turning complexity into clarity, reducing dependency on key individuals, and helping organizations become scalable and AI-ready.

Outside my job, I also choose simplicity for my lifestyle. I write about wellness, clean beauty, and minimalist living on Substack.