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Sophia Eng is the VP of Marketing at Trade The Fifth and Founder of Women in Growth, a community dedicated to empowering women to grow businesses. She has been the driving force behind the revenue and user growth at InVision, Autodesk, and Workday, as well as her own consulting agency using buyer psychology as the backbone of her strategies and insights. Companies choose Sophia due to her track record of getting the best results in the shortest amount of time, while maximizing promotion and growth budgets. Using her background in science and psychology, Sophia has paired with ConversionXL alongside Sean Ellis to teach growth marketing through the lens of effective persuasive psychology.  

Today, Sophia champions female and minority inclusion in Silicon Valley. Sophia has a special focus on empowering female entrepreneurs, as well as pushing the agenda for more in-depth studies on the unique psychology of female consumers. 


On March 28, 2019, Sophia will be answering questions related to personal and company-wide growth potential and coaching, consumer psychology, working remotely and, Optimizing for Happiness; balancing life and work as a mom and caregiver.


  • DH

    Dani Hart

    27 days ago #

    Sophia! So glad to see you hosting an AMA :)

    So many questions, where do I start?

    1. I know caregiving can be an extremely demanding role, both mentally and emotionally. How do you manage the responsibilities of caregiving and your overall well-being?

    2. How did you get started in psychology? Are there any frameworks or techniques you've found reliable to use in your work on an ongoing basis?

    3. Is there a dark-side to marketers using psychology? Can you share your thoughts on how marketers can ensure their psychology practices are ethical?

    Can't wait to hear your thoughts!


  • AT

    Aditi Tandon

    27 days ago #

    Hi Sophia,
    Really excited about this AMA. I have tons of questions ;)

    1. What are some cost effective tips to grow online marketplaces? With your track record of getting the best results in the shortest amount of time, what should be the prime focus for a new marketplace? SEO or Paid advertising?

    2. With your experience in maximizing promotion and growth budgets, what in your opinion is a reasonable cost/lead for FB ads?

    3. Marketplaces need both an audience and vendors. How does one maximize growth both ways?

    4. As Dani mentioned, it takes a lot to balance a demanding career with care giving. With every win in one aspect of work-life, there's something that gives elsewhere. What are the ways you maximize productivity and efficiency?

  • SM

    Shanelle Mullin

    24 days ago #

    Thanks for doing this, Sophia!

    1. What prioritization frameworks and methodologies do you use when evaluating growth opportunities?

    2. How do you balance conducting research while also executing on the insights?

  • AG

    Ashley Greene

    23 days ago #

    Hey Sophia! So good to see you here.

    1) What is your #1 tip for working cross-functionally in terms of getting growth tests going, particularly when it comes to changes within product?

    2) Why do you put user psychology at the core of your growth strategy?

    3) Any tips on getting buy-in for growth marketers, product managers, ux research, etc to a) do work in user psychology / generate insights; and b) if the findings are not what other stakeholders want to hear,

  • BG

    Bianca Grigoras

    4 days ago #

    Any recommendations for e-commerce platforms for European businesses?

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