marketing expert, Sofia Middleton

My journey to founding XPOH hasn't been a straight line - it’s been an adventure. From the fast-paced PR world of London to the sunny hills of Marbella and the energy capital of Aberdeen, I’ve spent my career learning one vital skill: how to make things happen.

The Foundation: London & High Stakes PR

My professional roots were planted in London, notably working for the legendary Lesley Brend at Shandwick Communications. It was a whirlwind of high standards and incredible opportunities—including those coveted yearly invites to the Jean Muir sales! That era taught me the importance of presentation, precision, and the power of clear communication.

The Turning Point: One 1st Class BA Honours Reset

After traveling the globe, I returned to Staffordshire to "temp" away my world-tour debts. A chance conversation with the Head of the Business School changed everything: "Why are you temping? Get yourself onto one of our courses." Taking that advice, I threw myself into International Marketing, graduating with a 1st Class BA Hons degree (a huge thank you to Malcolm for the push!). This academic rigour, combined with my practical experience, became the engine for everything I did next.

Concerts, Castles and the Costa del Sol

I spent years promoting outdoor classical concerts at some of the UK’s most beautiful stately homes, working my way from PR to Marketing Manager.

Later, I was headhunted to work in Marbella, where I discovered a knack for building and training high-performing telemarketing teams. I learned how to bridge the gap between a product and a customer, ensuring every conversation turned into a genuine connection.

The Move to Aberdeen

In 2006, love (and some questionable claims by my husband that a summer in Aberdeen rivals one in Puerto Banus!) brought me to the North East of Scotland. Since arriving, I’ve had the privilege of:

• Working with Maggie McGinlay at Scottish Enterprise to launch Scotland Food & Drink.
• Navigating the complexities of the private healthcare sector.

Why Xtra Pair of Hands (XPOH)?

Every stop on my journey, the high-pressure PR pitches, the marketing strategies for stately homes, and the logistical challenges of international property, has all led to this.

I realised that busy professionals and businesses don’t just need "help"; they need someone with a marketing brain, a PR eye, and the proactive energy to take tasks off their plate and execute them to a 1st-class standard.

I’m here to be the resource I know every busy leader needs.