Lucy Rocca
Founder & Director Soberistas Ltd @Soberistas
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WORK HISTORY
Founder & Director Soberistas Ltd @Soberistas
Sheffield, GB
November 2012 – August 2023 | Sheffield, UKLaunched and led the original Soberistas platform - a pioneering digital wellbeing community that helped redefine how people approach sobriety and self-care. Oversaw all aspects of growth, content, and user experience for a global membership of women choosing to live alcohol-free.Key achievements:Created and scaled an online subscription community reaching registered users, with members across the UK, Europe, North America and Australasia.Developed content strategy spanning blogs, video, and online resources to support sustainable lifestyle change.Directed brand growth and media engagement, securing widespread national and international coverage and establishing Soberistas as a trusted voice in women’s recovery and wellbeing.Built operational systems for membership management, customer support, and data protection, ensuring compliance and continuity as the business evolved.Collaborated with healthcare and academic partners to integrate lived-experience insights into prevention, early-intervention, and wellbeing initiatives.Transitioned the organisation into a registered charity (CIO) in 2023 to strengthen governance and long-term sustainability.This period established my core expertise in digital community leadership, customer engagement, and scalable behaviour-change programmes, forming the foundation for my later work as coach, author, and charity leader.
EDUCATION
The Open University
Bachelor's degree, American History (United States)
Sheffield Hallam University
Postgraduate Diploma, Law
SKILLS
ABOUT LUCY ROCCA
I write and speak about midlife reinvention, sobriety and rebuilding after identity collapse.I created The Permission Principle - it’s your turn.As the Founder of Soberistas, I have spent over a decade building and leading a global digital community for women seeking a healthier, alcohol-free life. What began as my own reckoning with addiction evolved into a platform supporting thousands of women through behaviour change, identity shift and long-term recovery.My work sits at the intersection of strategy and lived experience. I combine digital community design, behavioural insight and coaching to create environments where women feel safe enough to change - and steady enough to sustain it.Through Soberistas and my wider work, I have developed expertise in:• Strategic leadership of purpose-driven digital communities• Membership growth and long-term engagement• Behaviour change and sobriety-focused programme design• Coaching women through transition, reinvention and growth• Translating lived experience into scalable, sustainable impactIncreasingly, my focus is on what happens after sobriety - the second half of life, the reckoning with mortality, and the deliberate choices that follow when the illusion of endless time falls away.You can join my private letters at lucyrocca.com
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