About Sofia
I spent twenty years performing. Then I got diagnosed.
I'm Sofia. I built careers, companies and brands across three continents — and I did all of it not knowing my brain had been working twice as hard the whole time.
The years before
The relief — and the grief.
I was diagnosed with ADHD in my late thirties. By then I'd already spent two decades reading every productivity book, building elaborate systems, missing things anyway, and quietly wondering what was wrong with me that wasn't wrong with the people around me.
The diagnosis was a relief. It was also a grief — for every version of me that had been working twice as hard and apologising for the difference.
Every resource I found felt either too clinical, too child-focused, or like one more productivity lecture from someone who'd clearly never lost an entire afternoon to a single email. None of it was written for the woman I actually was: high-functioning, late-diagnosed, running on cortisol and competence.
So I started writing what I needed. That's what this is.
The professional context
Fifteen+ years building and scaling digital businesses.
I'm a growth, product marketing and go-to-market leader. Today I serve as General Manager of Moroa and Product & Growth Lead at Petcare, and partner with founders as a fractional operator. Previously: Marketing Director at NASDAQ-listed Perion, Digital Marketing & Product Manager at Banco BNI Europa, co-founder of Alice and Meezoog.
Currently
GM at Moroa · Growth at Petcare
Past
Marketing Director, Perion (NASDAQ)
Geographies
Europe · Israel · US
Education
M.A. Marketing, Westminster · LBS
I share this not as a résumé — but because if you're a high-performing woman wondering whether late-diagnosed ADHD belongs in the same sentence as your career, the answer is yes. It has been the whole time.
Why this exists
Warm. Practical. For your brain.
ADHD with Sofia is the resource I couldn't find: honest stories, a free 90-day starter guide, and tools designed for the ADHD brain rather than against it. Ten minutes a month, not daily tracking. Templates that survive a bad week.
Not medical advice. Not financial advice. Just a hand to hold while you figure out what works for your brain — written by someone walking the same road, a few steps ahead.