Meet The Pack
Designed with Love.
Driven by Purpose.
From our vibrant pack of pups to the passionate humans behind the scenes, every story at Woof World is fueled by love, laughter and purpose.
introducing our Pack
What brings Woof World to life are our beloved characters — vibrant, larger-than-life personalities like Winston the Doberman, Zora the Golden and Sexy Lexi the Poodle. Together, they embody everything we love about dogs: loyalty, playfulness, courage and heart. Each one represents a piece of the spirit that connects us — reminding us that compassion, creativity and joy are what truly make tails wag.
ZORA
- Meet Zora—Woof World’s radiant retriever and guiding light.
- Her sunlit colors and infectious smile brighten every screen—and every room.
- Zora’s joy is magnetic: tails wag, hearts lift and worries melt.
- She’s the compass of our pack, nudging every pup down the right path.
- Spot her on-site and in your inbox when hope, help or happy news arrives.
- With Zora around, the day always turns golden.
LEXI
- Meet Sexy Lexi—Woof World’s Chocolate brown poodle muse and style oracle.
- She turns sidewalks into runways and wagging tails into fashion statements.
- Off-duty from mascot missions, she’s curating Canine Couture—clothes, collars and glittering jewels.
- Lexi’s picks blend flair with comfort, so every pup struts with confidence.
- Watch for her tags: trend alerts, limited drops and glam giveaways.
- With Lexi leading, your look and your mood glow up
WINSTON
- Meet Winston—One of Woof World’s three mascots.
- He’s a fun-loving Doberman with tail-wag charisma that turns every click into a celebration.
- Loyal to the core, he leads the pack with heart and high-five energy.
- From inbox surprises to site cameos, mascot Winston appears when good news is on the way.
PEE WEE
- Meet Pee Wee—Woof World’s pint-size loyal messenger.
- He delivers all types of news from our mascots and Walter C. Crite from the Canine Chronicles.
- When headlines break, Pee Wee sprints in with bite-size articles and updates.
- Pee Wee may prance to your inbox with exclusive vendor specials you won’t want to miss.
- Watch for surprise mystery gifts—Pee Wee loves a grand reveal.
- Small pup, big joy—that’s Pee Wee’s signature.
WALTER C. CRITE
- Meet Walter C. Crite—Woof World’s old-school English bulldog and legendary ink-slinger.
- As Chief Writer of the Canine Chronicles, his cigar and press that never clock out.
- He sniffs out breaking Woof World events and paws the first draft of history.
- When Walter pops up, expect exclusive vendor specials and clever product spotlights.
- He also shines a light on rescues—amplifying lifesaving stories and second chances.
- Bulldog-tough, grammar-tight, he’s the bark behind the bylines that keep our pack informed.
LOLA
- Meet Lola the Librarian—Woof World’s head archivist and Cavalier King Charles royalty.
- She’s paw-flipped every page in our stacks and remembers where you left your bookmark.
- Lola curates fresh “how-to” reads from publishers nationwide tailored for curious paws.
- From training tips to choosing the right breed for your home, she’s your gentle guide.
- Find her in the quiet aisles, stamping joy into every library card.
- With Lola, wisdom comes wrapped in warmth, wit and wagging ears.
BILLY
- Meet Billy the Barber—Featured in the famous movie “The Dog Father, Billy is a south-side legend and guardian of the clean cut.
- From doggie stars to judges (and the occasional “gangster” pup), every VIP books Billy.
- His fades are flawless, his whisker-lines razor true, his chair a confessional.
- Hot towels, mint biscuits, and stories that will curl any pups tail.
- He trims manes, boosts confidence and keeps the neighborhood sharp.
- In Billy’s chair, every pup leaves a cut above.
BARK-TOVEN
- Meet Ludwig Van Bark Toven—Woof World’s eccentric maestro and purebred German Shepherd.
- He composes from scratch, collaborating with the industry’s top dogs.
- His fabled Symphony No. 11 plays only for the doggie aristocratic country club.
- Find him in the Music Room and, on rare nights, the Dog House concert hall.
- Tail as metronome, paws as baton, he turns barks into brilliance.
- When Bark Toven plays, even silence sits up and listens.
The Paws Behind Woof World
These pups aren’t just mascots — they’re the soul of Woof World. Through contests, stories, and adventures, they guide our community with humor and heart, inspiring dog lovers across the nation to join a movement where kindness and purpose lead the way. They’re the faces of a world where every bark tells a story, every pawprint leaves a legacy and every good deed makes a difference.
Behind every wagging tail is a team of passionate humans — dreamers, designers, writers, technologists and animal advocates — who pour their love and expertise into making Woof World an extraordinary experience.
We come from different backgrounds — luxury design, digital innovation, animal welfare and entertainment — but share one mission: to create a space where every dog and dog lover feels at home.
Together, our pack of paws and people are building more than a platform — we’re creating a joyful, purpose-driven world that celebrates dogs, empowers communities and makes hearts shine a little brighter.
our humans
NAOMI SOFFA
Rescue Program Lead
Naomi Soffa is a certified Veterinary Assistant as well as a University of Washington-certified Animal Behaviorist. She is a longtime volunteer at several animal shelters and rescue organizations around the San Francisco Bay Area. Naomi is also the proud mom of a rescue pet and avid animal lover.
STEVE SOFFA
Development
As Woof World’s marketing genius and product visionary, Steve Soffa blends imagination with strategy and creativity to craft experiences that stand out from the pack. Renowned for luxury designs and iconic brand work with Fortune 500 companies, he brings the same bold artistry and instinct for what captivates people to every Woof World campaign and product.
CHRISTINA ROSARIO
Finance & Operations
Christina is a dynamic executive with a career spanning Fortune 100 companies and startups. Known for turning strategy into action, she has led organizations through growth across technology, finance and digital innovation. At Woof World, she brings the discipline of an operator — building structure around creativity and driving performance to make the mission inspiring and sustainable.
RICK SINGER
Strategy & Sales
Rick is Woof World’s strategy and sales powerhouse, bringing visionary thinking and unmatched connections to every play we make. A natural dealmaker with a gift for spotting opportunities, he drives growth, builds alliances and ensures Woof World is always leading the pack.
MARLO STEENSEN
Sponsor Program Lead
Marlo leads Woof World’s Sponsor Program, making sure every partner gets the spotlight (and results) they signed up for. With a background in media buying and a natural knack for building relationships, she ensures sponsor fulfillment runs seamlessly—helping brands shine while fueling the fun.
KIMBERLY CABUGAO
Marketing & Operations Support
Kimberly is the engine that keeps Woof World running smoothly—supporting marketing, operations and everything in between. Critical to every facet of the business, she ensures our community stays engaged, our processes stay sharp and our customers stay happy.
JOIN OUR MISSION TO GIVE BACK
At Woof World, we believe in the power of compassion, connection and community. A portion of every Woof World membership supports trusted animal welfare organizations nationwide in their work to provide shelter, medical care and loving homes for animals in need. By joining our mission, you are not just celebrating your own dog – you are helping countless others find the love and support they deserve.