Sonia Urlando is a Senior Content Strategist at Homebase, where she runs the SEO content program, leads content strategy, and writes customer stories that capture the real lived experiences of small business owners with hourly teams. Since joining Homebase in 2025, she's focused on creating content that makes workforce management challenges easier to navigate.

With over a decade of content marketing experience, Sonia specializes in SEO strategy and customer storytelling. She's published hundreds of SEO articles, written dozens of customer stories and case studies, and driven measurable impact—including 277% year-over-year organic traffic growth in a previous role. She's built content programs from scratch and helped established brands across healthcare, nonprofit, education, and tech SaaS connect with their audiences.

Sonia spent years working directly with small businesses—from building ecommerce sites for beauty and wellness brands to serving retail customers for an athletic clothing brand—and she brings that hands-on understanding to every piece of content she creates. Since 2018, she's also volunteered as Managing Editor at Augur Magazine, a nonprofit literary publication where she's done everything from copy editing to marketing to podcasting.

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