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.

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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

STEVE SOFFA

Co-Founder & CEO

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

Co-Founder & CFO/COO

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.

NAOMI SOFFA

Industry Expert & 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.

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.