Entrepreneur · Builder · Operator

Sofia
Martinez

I build businesses across finance, data, operations, and SaaS — hands-on, founder-led, and built to last.

No fluff. Just systems that work.

⚡ 7 active ventures 🌍 5+ industries 🛠 Built hands-on
Open to partnerships & collaborations
See what I’m building Work with me
7
Active ventures
5+
Industries
10+
Years freelancing
4
World-class employers — Google, McKinsey, Aman, Accenture
About
SM
Manila · PH

Operator. Builder. Problem solver.

I build and run ventures across finance, data, operations, marketing, real estate, and SaaS — with a founder’s mindset and an operator’s discipline.

My background blends technical execution and strategic thinking. I started freelancing in 2015 as a web developer and data analyst, then built experience across Google, McKinsey, Accenture, and luxury hospitality.

I care about useful systems, clean execution, and businesses that solve real problems.

What I do
Build and operate ventures instead of staying in strategy mode.
How I work
Hands-on execution, structured systems, fast iteration.
Where I’ve learned
From global firms, hospitality operators, and a decade of client work.
Entrepreneur Web Developer Data Analyst Operator Consultant Builder
Current ventures

Building across multiple verticals

Portfolio snapshot
A founder-led portfolio built across services, systems, and one emerging product.
Each venture is designed around a practical business need: clearer finances, better decisions, stronger operations, or better customer infrastructure.
7 ventures 6 service-led 1 SaaS in development
Why this matters
It shows range without losing focus.
  • Operational depth across multiple industries
  • Execution-heavy, not just advisory
  • Built around repeatable systems
Filter by stage or type ✨
Or click any card to open a deeper snapshot ↗
Active
Lucid
Finance & Ops

Bookkeeping and financial operations for businesses that need clarity without the overhead of a full finance team.

Best when a business needs cleaner financial visibility before hiring a bigger internal finance function.
Founder-ledActive nowService
Active
Focal
Data

Analytics and data-as-a-service for small businesses — turning raw numbers into decisions that actually move the needle.

Best when the numbers exist, but nobody can turn them into a weekly operating rhythm.
Decision systemsActive nowService
Active
Provian
Distribution

A distribution operation built for reliability and scale — connecting supply to demand across key channels.

Best when execution reliability matters more than flashy growth talk.
Ops-firstReliabilityService
Active
Solen
Marketing

End-to-end email marketing and CRM management — lifecycle strategy, execution, and optimization under one roof.

Best when lifecycle, CRM, and retention need an actual system instead of one-off campaigns.
LifecycleCRMService
Active
Keln
Operations

Executive assistant and lifestyle management services — handling the operational weight so leaders can stay focused.

Best when founders need operational coverage without losing momentum or focus.
Executive supportActive nowService
Active
Zell
Real Estate

Property operations and consulting — optimizing how real estate assets are managed, maintained, and positioned.

Best when property operations need more structure, consistency, and follow-through.
Real estate opsAdvisoryService
In development
Krib
SaaS

A booking engine built specifically for the hospitality industry — flexible, property-first, and designed for modern operators.

Built for operators who want a booking engine that feels flexible, modern, and property-first.
ProductHospitality techIn development
Selected work

Proof, not just positioning

A few snapshots of the kind of work I like most: cleaning up messy operations, making data actually usable, and building systems people can run without chaos. Pick one to explore.

Selected snapshot

Lucid — financial clarity without extra overhead

For businesses that outgrew DIY finance but were not ready for a full internal team, I built a cleaner operating layer: better visibility, tighter reporting cadence, and less decision-making in the dark.

Founder-led Service business Built from scratch
Problem
Messy books, low visibility, and too much time spent figuring out what was actually happening.
System
Structured monthly workflows, clean handoffs, and reporting that made the next move obvious.
Result
Operators got a calmer back office and faster, more confident decision-making.
Best fit for founders who need clarity and control before adding more complexity.
Background

Shaped by world-class institutions

Experience
  • GoogleSTEP Program
  • McKinsey & CompanyConsulting
  • AccentureConsulting
  • AmanLuxury Hospitality
  • IHGHospitality
Independent · Since 2015

Over a decade freelancing as a web developer and data analyst — building on the side while building at scale.

Skills & expertise
Financial Operations Data Analysis Web Development Product Strategy CRM & Lifecycle Business Operations SaaS Consulting Hospitality Tech Real Estate Ops Bookkeeping Executive Support Distribution Email Marketing Analytics
How I work

How I turn complexity into traction

I work in three moves: diagnose the real bottleneck, build the system around it, and stay close enough to make it perform. Simple structure, real execution, no theater.

Step 01
Find the real constraint
I start by identifying the bottleneck behind the visible mess — whether that’s ops, data, distribution, or execution.
Root cause Constraint mapping Clear priorities
No guesswork. No busywork. Just the highest-leverage problem first.
Step 02
Build the system
Once the problem is clear, I design the workflow, structure, and tools that make the work repeatable and easier to run.
Workflows Automation Execution layer
The goal is not just a fix — it’s a setup that keeps working after launch.
Step 03
Run and refine
I stay close enough to the operation to tighten weak spots, improve performance, and make the system more durable over time.
Optimization Feedback loops Long-term lift
Because the best systems are the ones that compound, not just launch.
Get in touch

Let's build something together

Whether you’re looking to partner, hire, collaborate, or build something useful — I’m always open to strong conversations.

Tap one to prefill your message 👇

S

Building things that last, across industries that matter.

Best fit
Partnerships, consulting, or strategic builds
The strongest outreach is specific: what you’re building, where the bottleneck is, and what kind of help you need.
Partnership Consulting Operator support
hello@sofiamartinez.com linkedin.com/in/sofiamartinez