About How We Work What We Help With Why SOOMA Contact

What is SOOMA

A strategic partner, embedded with your leadership team.

SOOMA is a boutique strategy practice built for owners and leadership teams of small and mid-sized businesses navigating growth and scale. A rigorous approach shaped by Fortune 100 company experience, landed to solve your most pressing problems.

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Our Approach

01

Direct C-suite partnership

  • Personally led engagement, in constant and direct collaboration with leadership and the relevant team
  • A limited number of engagements at a time, ensuring full attention to each client
  • Hands-on involvement — digging into what makes each problem unique, building tailored tools, strategies, and documentation, then testing and adjusting through execution
02

Flexible scope, rigorous delivery

  • Scope and focus can adapt as priorities evolve, within the agreed engagement type
  • Disciplined execution — every engagement runs on a defined workplan, with set deadlines and deliverables
  • Rigorous, data-driven analysis, combined with relevant qualitative insights and cross-industry expertise
03

Lasting capability transfer

  • Direct coaching and skill transfer, built into how we collaborate — empowering clients to execute independently over time
  • Where relevant, skill transfer extends beyond the C-suite and directly with client teams
  • Clients keep the frameworks and capabilities built together — with support that continues well beyond the formal engagement

How We Work Together

Three ways to engage.

Project-based engagement
A defined scope and set of deliverables, over a fixed period.
  • Clear objectives, timeline, and deliverables agreed upfront
  • Suited for a specific strategic question or initiative
Typically 2–4 months
Fractional executive
Embedded leadership capacity, on an interim basis.
  • Acting as fractional CEO, CMO, or CSO within the organization
  • Suited for businesses needing senior leadership before a full-time hire, or during a leadership transition
Typically 4–12 months
Hourly / on-demand
Flexible support, based on need.
  • Engaged as needed, with a minimum of 8 hours per month
  • Suited for ongoing advisory support without a fixed scope
No fixed duration

What SOOMA Helps With

Core strategic workstreams

  • Business strategy & growth planninge.g., strategic planning, roadmaps and OKR setting, growth prioritization frameworks, board & investor materials
  • Digital & omnichannel strategye.g., customer journey mapping & CX design, channel optimization (pricing, assortment), customer data & personalization
  • Marketing strategy & brand growthe.g., brand positioning & messaging strategy, marketing budget allocation & channel mix, campaign planning & KPI tracking
  • Team set-up & governancee.g., org design (role cards & responsibilities), hiring roadmap & hiring assistance, agile ways-of-working implementation
  • Go-to-market design & executione.g., sales channel strategy & partner selection, sales enablement materials, launch planning & execution

Punctual, specialized services

  • Financial modeling & business model developmente.g., financial planning & monetization, company valuations, business model design & validation
  • Market & customer researche.g., customer segmentation & insights, competitive & industry benchmarking, voice of customer (VoC) research
  • Leadership developmente.g., coaching, team dynamics, outdoor leadership training

Why SOOMA

Breadth that sharpens the work

  • Company types: Experience across large Fortune 100 organizations and small and mid-sized businesses enables the rigor, discipline, and best practices of big companies to reach teams that don't have the resources to build them in-house
  • Sectors: Experience across Healthcare, Retail, Software, Travel & Hospitality, Financial Services, and CPG brings cross-industry pattern recognition — creative, out-of-the-box solutions drawn from how different industries solve similar problems
  • Geographies: Work across both developed markets (US) and emerging markets (Latin America) bridges frontier best practices with the raw, resourceful problem-solving that emerging markets demand — bringing insights from both sides

Experience that backs it up

  • Education
    • MBA, Major in Business Analytics – The Wharton School at UPenn
    • Bachelor of Science in Economics & Finance – Bentley University (summa cum laude)
  • SOOMA (2y), Founder — Served as fractional CMO, fractional CEO, and strategic advisor across healthcare retail, travel & hospitality, financial services, and software clients
  • McKinsey & Company (~5y), Engagement Manager — Led omnichannel strategy, go-to-market design, and digital marketing engagements across Retail, TMT, and Financial Services
  • Bain & Company (3m), Summer Associate — Delivered digital transformation business case and supported implementation for a financial services client
  • CAF – Development Bank of Latin America (3y) — Managed innovation program for multinational private sector companies

Thank you.

Daniela Hernandez A.
Daniela Hernandez A.

Let's keep in touch.