2026 Ones to Watch - Industry Leaders: AJ Sonnick, ONE18

 

2026 Ones to Watch Featured Leader

“AJ Sonnick is a marketing strategist and agency leader recognized for helping organizations navigate an increasingly complex digital landscape. As the founder of ONE18, now in its 12^th year, he has built a performance-driven agency that integrates strategy and execution to deliver measurable growth. He has been an early adopter of AI-driven search and Generative Engine Optimization over the last few years, positioning clients ahead of major industry shifts. Known for his results-oriented approach, AJ focuses on driving real business outcomes.” 

What recent accomplishments or initiatives are you most proud of, and what impact did it have on your firm, clients, or community?

Over the past year, as we’ve entered our 12^th year, we’ve continued to evolve our role from execution into a more strategy-led partnership with our clients. Strategy has always been a core part of what we do, but we’ve placed a stronger emphasis on leading with it, particularly as we work with larger, more complex organizations, including national healthcare and commercial real estate firms. At the same time, as AI-driven search has become a major industry focus, we’ve taken a measured approach, reinforcing our belief that doing SEO the right way drives visibility across both traditional and AI-driven platforms, resulting in stronger positioning and higher-quality leads.

What is one major challenge you’ve overcome as a leader, and what did it teach you?

One of the most defining challenges I faced was scaling the business rapidly during 2020–2021. We doubled in a short period of time, and at that stage, we didn’t yet have the systems or SOPs required to support that level of growth. I was managing team communication, client expectations, and execution simultaneously, which exposed gaps quickly. We also had to rebuild a few client relationships, forcing a reset on accountability and delivery. That experience led to a complete overhaul in how we operate, from formalizing SOPs to improving communication and ownership. The key lesson was that growth without structure creates instability.

How do you inspire, motivate, or mentor others within your organization?

I lead with a combination of clarity, accountability, and accessibility, but more importantly, I focus on building a team environment that people want to be part of long-term. We’ve been fortunate to have strong employee retention, and that comes from being intentional about how we operate day to day.

That includes regular one-on-one time, open discussions around major ideas and decisions, and creating space for people to contribute beyond their role. I also believe in recognizing good work consistently and making time to connect as a team outside of just day-to-day execution.

Mentorship, for me, is hands-on. It’s working through real situations together, talking through decisions, and helping the team understand the “why” behind what we do so they can grow into more strategic roles over time.

What advice would you share with emerging professionals striving to become future leaders in your industry?

Focus on mastering fundamentals before chasing trends. The industry moves quickly, but long-term success comes from understanding strategy, not just tactics. If you can think critically, solve real business problems, and connect your work to measurable outcomes, you’ll stand out. I’d also emphasize the importance of structure. Take the extra time to document your work, build processes, and write things down clearly. It compounds over time and allows you to scale, delegate, and lead more effectively. The professionals who advance are the ones who take ownership and consistently deliver results.

What daily habit or routine helps you stay focused or motivated as a leader?

I build structure into my day by planning priorities the night before and relying heavily on time blocking. I also make it a point to step away from my desk, usually for a walk, to reset and think more clearly. That balance helps me stay focused while creating space for better decisions.

What book, podcast, or app has most influenced your approach to leadership?

I’ve always leaned more on real-world experience than books or podcasts when it comes to leadership. Most of what I’ve learned has come from working through challenges, building a team, and refining how we operate over time. I do use tools to pressure-test ideas and improve communication.

Who has had the greatest impact on your career or leadership journey?

My approach has been shaped by a range of experiences rather than one individual. I’ve worked with different leaders, clients, and teams, and I’ve taken as much from what didn’t work as I have from what did. That perspective has influenced how I approach communication, accountability, and building a strong organization.