Sophia Eng

Growth Advisor

San Francisco, United States (-08:00 UTC)from San Francisco, United States
$99 / hour
Venting frustration

I'm a great listener. In fact, I've founded Women In Growth, a community specifically for supporting others through their tough times with support and accountability. I'd love to be here for you when you need it most.

Conversion rate optimisation

I was the leading team member of the Digital Optimization team at Workday and worked on CRO for our B2B campaigns on website testing and optimization.

Growth marketing

While leading growth and optimization at Trade The Fifth, InVision, Workday, and Autodesk, I helped teams establish a growth mindset and process as a foundation to identifying the best opportunities for sustainable growth. I'll help you rethink your approach to growth and give you clear action items for how to begin at your company.

Mindset coaching

Whether you're a startup founder that needs help finding their blindspots or you're simply looking for a more sustainable approach to your work, I can help. So much of what we believe about ourselves manifests in our work. If you're having doubts, I'll help you break bad mental habits to help you become more resilient and achieve what really matters.

Mentor Toolkit
over 3 years of experience

I've used Instapage to create landing pages for PPC campaigns on AdWords/FB ads for both generating signups to freemium & premium products ... as well as for lead gen

over 3 years of experience

I've used ClickFunnels to make sales funnels and also membership websites with order bumps, up sells, down sells, etc. connecting up with Stripe to receive subscription payments

over 12 years of experience

I've ran Facebook ads in-house in brands, for clients and for my own companies. I have spent north of $3M on Facebook ads and understand their algorithm.

over 3 years of experience

I have used Zapier on many occasions to automate workflows. If you need help or insights into what Zapier can do or how to set up zaps I can help you save time.

over 20 years of experience

I've used Mailchimp for small and large accounts. Everything from setting up onboarding emails for personal blogs to large email newsletters for startups and enterprises companies.

Adobe Analytics
over 11 years of experience

Google Analytics and Adobe Analytics both are web analytics services used in the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage.

Vice President, Growth Marketing
Trade The Fifth
- present

Trade The Fifth is an Elliott Wave program designed to educate traders and investors on the financial markets so they can take responsibility for their own portfolios and trading accounts by learning how to ride the profitable Fifth Wave setup.

Fin Tech
Senior Manager, Growth Marketing

Conceptualize, create, launch, and track marketing campaigns on paid and organic channels to increase awareness, registrations, product usage, and Enterprise MQLs and opportunities. Grow lead generation pipeline for sales team to reach MQL goals and increased marketing qualified lead gen pipe 10X. Manage a ~$3.6M annual budget for paid user acquisition, increased marketing share % of total pipe from 5% to 25%. Reduce user churn and optimize the experience using analytics, increased user engagement of product by 5%. Be responsible for hitting monthly growth targets. KPIs we track include: Revenue, CAC, LTV, ROAS. Come up with new creative concepts that market our products in innovative ways and grew user base by 10%. Segment customers and devise strategies to reach various target audiences. Conduct qualitative and quantitative customer research efforts using InVision. Support content and retention projects as needed through channels like Google, Facebook, LinkedIn, Twitter, Instagram, Quora, Bing, and email. Create marketing dashboards, analytics data for executives and board members. Move agency work to in-house in less than 60 days.

Senior Manager, Digital Optimization Marketing

Lead and manage Workday's global paid and organic marketing channels, including SEM, paid social, and content marketing. Test new marketing channels and optimize Workday's existing web funnel. Drive A/B and multivariate testing programs in Adobe Target to continually improve ad and channel performance. Validate efforts by designing user studies, A/B tests, and conducting data analysis on user behavior. Develop well-informed hypotheses based on a deep knowledge of our customers and competitors. Execute experiments to test theories and find strategies and tactics that work. Work closely with the design team to create wireframes for proposed features. Develop and maintain external vendor relationships. Partner with analytics to improve reporting capabilities / marketing dashboard and develop understanding of related metrics (e.g. visits, form submits, MQL, bounce rate, etc.) Work with cross-functional teams to test new avenues for growth; design experiments to analyze multiple aspects across positioning and channels.

Fin Tech
CEO, Founder
Women In Growth
Jul 2017 - present

Empowering women to grow their company, career, and happiness.

StartupsB2CB2BSaaSDigital Agencies
Bachelors in Biological Sciences
The George Washington University

I was pre-med, studied the sciences, and have a knack for testing and analyzing my hypothesis on experiments. This testing mindset has trained me to ask "why" and explore the reasons why things may or may not be working, while designing the best experiments to come up with the correct conclusions.

Masters in Clinical Psychology
Argosy University

I studied clinical psychology and met with clients to identify problems—emotional, mental and behavioral—in their lives. Through observation, interviews and tests, I would diagnose any existing or potential disorders. Then, together with the client, we formulate a program of treatment according to the client’s needs. I would monitor the client’s progress on a regular basis to ensure that their needs are met by the course of action, and to adjust it if necessary.

Reviews (9)
Steven Ammann
1 session
8 Oct 2020

Sophia was very knowledgable and helpful. Thanks

Tyrel Johnson
1 session
18 Jun 2020

Sophia is an expert marketer and leader, with a lot of experience in the B2B space. She somehow managed to help me clarify my thoughts in a couple of different areas that I was feeling stuck on - in a fast 15 minute call. It was really great to get feedback from someone who has managed millions of dollars in annual spend in the B2B space and has seen what works and what doesn't. I highly recommend booking time with Sophia. I know I will be booking more calls!

Jeremy Ellens
1 session
6 Mar 2020

Gave some helpful ideas for us to test to improve our website conversion rate!

Jacob Elbaum
2 sessions
10 Nov 2019

My call with Sophia was fantastic. She's very knowledgeable and gave very useful and practical feedback to the ideas that I had in mind. Since our time was short together, I had asked her to focus our conversation in a few specific areas, and I greatly appreciated her trying to make sure I maximized the value I got from the call by focusing on just those areas. Thank you again Sophia!

Corey Hubbard
2 sessions
2 Jul 2019

My meeting with Sophia was very informative and easy-going. Sophia's email marketing insights are gangster! She gave me several actionable cold email tips that I integrated into my cold email campaign and those suggestions have improved my email opens and replies. Set up a chat with her soon!

Patrick Thompson
1 session
27 Jun 2019

Enjoyed chatting with Sophia — she provided solid advice on how to experiment with our positioning and broke it down into actionable steps.

Foti Panagiotakopoulos
1 session
31 May 2019

One word. Canonical. Sophia reminded me that sometimes, canonical > 301. Probably saved me from making a ridiculously expensive SEO mistake. Thank you!!!

1 session
24 May 2019

I had a great time talking with Sophia! In a short time she understood where my business was, and she was able to give me valuable advice that I will implement shortly. Her ideas made a lot of sense and she helped me get more clear on some strategies I had in mind. Have her look at your business, it's a small risk - big reward situation :)

Dani Hart
1 session
23 May 2019

Sophia is one of the most driven and down to earth people I've met in growth. Our weekly brainstorming and accountability calls make me much more productive and give me confidence to take risks. If you're trying to level-up your growth strategy, speaking career, or other life goals, Sophia is someone that will stick by your side and make sure you get to where you want to go. Don't hesitate, get your first and follow up sessions with her now!