Meet Sonia.

I started my career working for an email delivery platform. Then I moved to the publisher side, managing email databases and lead generation campaigns.

After that, I was given the opportunity to build an affiliate network from scratch for the company I worked for, and eventually joined forces with Josh, and we’ve been building Digital Mojito together ever since.

Looking back, every step taught me something different, and together they gave me a 360° view of the industry.

We had spent years helping other companies grow their businesses, and one day we asked ourselves: why not build something of our own?

We wanted to create the kind of agency we always wished existed, one built on transparency, quality and long-term relationships.

When I joined Digital Mojito, I naturally took ownership of the areas that best matched my strengths. I focused on operations, onboarding clients and publishers, building processes, developing our brand, and bringing structure to the business.

I also took the lead on expanding our presence in Spain. Josh had already done an incredible job building the agency’s reputation and developing the commercial side, so I wasn’t starting from scratch.

My role was to help build the operational foundations that would allow us to scale while keeping the quality and transparency we’re known for today.

Organisation, planning, branding and strategy. I like having clear processes, thinking ahead and making sure every detail reflects who we are as a company.

Transparency, honesty and quality.

We believe advertisers should always know where their traffic comes from, who generated it and how it was acquired. That level of transparency has become one of our biggest strengths and one of the reasons our partners trust us.

By being honest, responsive and easy to reach.

We don’t disappear when there’s a problem. We communicate openly, set realistic expectations and treat every partnership as a long-term relationship, not just another campaign.

Which day?

Honestly, every day brings a different challenge. That’s part of running a business.

But I’ve learned that the biggest challenges usually come from things you could have prevented.

That’s why we’ve invested so much in processes, fraud prevention, and choosing the right partners.

Combined with Everflow and our fraud prevention systems, that means we spend far less time putting out fires and far more time building the business.

I’d much rather build systems that prevent problems than become good at solving them.

I used to think growth was mainly about getting more clients.

Now I know it’s about building the right systems, the right team and the right culture. Growth without strong foundations doesn’t last.

I’m surprisingly old school. I still rely on a paper diary.

I’ve tried countless digital tools, but nothing beats writing things down. It keeps me focused and helps me prioritise.

Awards are nice, but what means the most to me is walking into an event and being surrounded by people we’re genuinely happy to see.

Having great friends in the industry, long-term partners, and keeping our days largely drama-free says a lot about the culture we’ve built at Digital Mojito.

Josh is incredibly calm under pressure.

While I naturally focus on planning, organisation and structure, he’s endlessly curious, loves learning, and always seems to find a solution, no matter the challenge.

Challenges never seem to faze him. He stays calm and sees opportunities where others see problems.

A great example was when our CRM provider changed their terms and the platform no longer met our needs. Most people would have started looking for a replacement. Josh built one instead.

Today, it’s completely tailored to the way we work and keeps evolving as our business does.

I think that’s what makes us such a good team.

That trust is everything.

We don’t have to agree on everything, but we always respect each other’s expertise. We’ve learned to challenge ideas without taking it personally, and that’s made both our relationship and the business much stronger.

We try to be intentional about it.

At work, we’re business partners. Once the laptops are closed, we try to switch off. We don’t always get the balance right, but we make a conscious effort to leave work at the office and save relationship conversations for outside of work.

One of the biggest advantages is that we never have to explain why it’s been a tough day. We just know.

And when those days happen, we make an extra effort to step away from work, go for a walk, grab a coffee, and remind ourselves that there’s more to life than emails and campaigns.

Starting a business with someone is a bigger commitment than many people realise.

Before you begin, be very clear about your roles, your expectations and what each person brings to the table. A successful partnership isn’t about doing everything together, it’s about trusting each other to do different things well.

I hope people see Digital Mojito as the agency that always does the right thing and makes performance marketing feel simple, transparent and drama-free.

Not necessarily the biggest or the loudest, but the one people genuinely enjoy working with because they know we’ll always be honest and fair.

We’ve worked hard to build a business where clients know exactly what they’re buying, publishers know they’re treated fairly, and problems are prevented before they become problems.

If someone asks for a recommendation, I’d love Digital Mojito to be one of the first names that comes up.