About Sofía Delgado

I help newsrooms bridge the gap between editorial mission and commercial reality.

My career has been defined by a single challenge: how to evolve legacy editorial cultures into high-performance digital engines without losing their soul.

I founded Mina Lab to solve the ‘missing middle’, the often-volatile space where high-level strategic vision meets the daily reality of a functioning newsroom.

My work is rooted in the belief that a newsroom’s survival depends on its commercial literacy; that journalists are most empowered when they understand the business of journalism as clearly as the stories they tell. I replace guesswork with a rigorous design of experiments and upskilling teams to see data as a creative ally.

In an era of rapid platform shifts and AI integration, newsrooms need clarity and a new operating system. I partner with media organisations to build that system, one that prioritises audience growth, operational precision, and commercial literacy.

---

---

Track Record

My perspective is shaped by leading transformation at every scale of the media landscape:

• National scale: As Audience Growth Director at DMG Media for Metro, I directed six multidisciplinary teams to position the brand as the UK’s fastest-growing news site for three consecutive months. I founded the commercial social video units that delivered new revenue lines and scaled first-party data capture through newsletter strategies.
• Across the regions: At Newsquest (Gannett), I led digital deployment and product integration across 150+ titles. I delivered 400+ hours of training to modernise legacy teams and managed strategic partnerships with tech companies.
• Startup agility: From scaling The Know within the Founders Factory incubator to driving digital strategy for consumer magazines, I understand the lean, iterative approach required to move from prototype to market.