Sofia was previously CEO, editor-in-chief and publisher of Aftonbladet, the biggest news brand in Sweden. She has an extensive background in journalism and media, starting in her early twenties as a reporter at the local Swedish newspaper Borlänge Tidning. She has also been the sub-editor, entertainments editor and night manager at the regional newspaper Arbetarbladet. Between 1998 and 2006 she was the editor-in-chief and publisher at Dala-Demokraten and editor-in-chief and publisher of Norran. Between 2007 and 2018 she held various positions at Aftonbladet including administrative managing editor, HR manager, Head of Aftonbladet Online Academy, Head of the paid content department Plus and managing editor.