Maru Sokowloski of Founders: “Operations Should Enable the Work, Not Get in the Way of It”

Maru Sokowloski has recently taken on the role of Chief Operating Officer at Founders, marking a new chapter in a career shaped by a deep commitment to creativity, collaboration, and strategic growth. Her appointment comes at a pivotal moment for the industry, as agencies navigate rapid transformation driven by global uncertainty, technological disruption, and evolving client expectations.

For Sokowloski, the move into the COO position is less about stepping into a title and more about expanding the impact of a philosophy she has cultivated over years of experience.

“Creative excellence only works when it learns from the entire agency—every role, every department, including finance—while never losing sight of what matters most: the work,” she explains. “That’s what drew me to this role—the opportunity to bring everything I’ve built over the years into how the agency actually operates.”

At the core of her vision is a belief that operational strength and creative output are not competing priorities but complementary forces. As she steps into this leadership role, Sokowloski is focused on proving that agencies do not have to choose between the two.

“What excites me most is the challenge of doing that without compromising the creative product—keeping talent at the center while also strengthening the business,” she says. “The best work happens when both move forward together.”

Building a Connected, Global Culture
One of Sokowloski’s immediate priorities is talent—both attracting new voices and nurturing the diverse, international team already in place. Founders operates across multiple regions, including Mexico, Jamaica, and India, a global footprint that Sokowloski sees as a key strength to build upon.

“My top priority is continuing to bring in amazing talent,” she says. “We want to make sure we’re creating an environment where people can do their best work and grow as professionals.”

Beyond recruitment, she emphasizes the importance of integration across departments. Her goal is to foster a culture where creative, strategy, production, finance, and operations are not siloed but deeply interconnected.

“For me, operations should enable the work, not get in the way of it,” she notes.

Scaling the agency while preserving its essence is another central focus. Sokowloski is intent on ensuring that growth does not dilute what makes Founders distinctive: its people, its culture, and the quality of its output.

Navigating Industry Pressures
Stepping into a C-level role inevitably brings new pressures, but Sokowloski approaches them with a grounded perspective.

“I’ve always believed that when you genuinely love what you do, you naturally want to do it right—and that already comes with its own level of pressure,” she says.

Rather than being defined by the weight of expectations, she is concentrating on maintaining that intrinsic motivation as the agency grows.

The broader industry context adds another layer of complexity. With consolidation, the rise of artificial intelligence, and global instability reshaping the landscape, Sokowloski acknowledges that much remains beyond any leader’s control.

“This is a very particular moment for our industry—mergers, AI, global uncertainty—so much that we can’t control,” she says. “That’s why I focus on what we can: doing the best work of our careers every single day. Better than yesterday, not as good as tomorrow.”

Her approach underscores a commitment to continuous improvement, paired with a deliberate strategy around growth—being intentional about both talent and client relationships.

Advancing Female Leadership
Sokowloski also sees her new role as an opportunity to contribute to a broader shift in the industry: advancing female leadership in meaningful, tangible ways.

At Founders, this commitment is already embedded in the organization’s structure. Women make up 70% of the team, a figure she notes is the result of deliberate choices made since the company’s inception by CEO and co-founder Tanya De Poli.

But for Sokowloski, representation is only part of the equation.

“It’s about making sure women are growing, leading, and shaping both the work and the business,” she says.

Drawing on her own experience of learning from strong female leaders, she is committed to mentoring and supporting others, while also advocating for a more normalized view of women in leadership roles.

“I think it’s important to normalize female leadership—not over-explain it, not over-celebrate it—just make it part of how we operate every day,” she explains.

Her message to women in the industry is clear and direct: leadership roles at the highest levels are within reach.

“To all my female friends and colleagues in creative excellence around the world: COO can be your next step. I want to see you shine.”

A Vision Rooted in Balance
As Sokowloski begins her tenure as COO, her vision for Founders is rooted in balance—between creativity and operations, growth and culture, ambition and intention.

In an industry often defined by trade-offs, she is making the case that the most successful agencies will be those that refuse to compromise.

“The best work,” she says, “happens when everything moves forward together.”