How Emily San Jose Grew a Viral Platform Abroad & Launched a Business for Expat Moms
What does it look like to completely rebuild your life in a new country—with two kids in tow—and still find the energy to grow a viral platform and launch a business? In this episode of Silly Little Social, I sit down with Emily San Jose, better known online as Mama in Madrid, to talk about how she’s done exactly that.
Emily shares how she went from lonely expat mom to full-time content creator and entrepreneur, the strategies that helped her grow her platform, and how she’s now using her influence to support other mothers relocating abroad through her new business, Mother Euro.
Inside This Episode, We Discuss:
How Emily grew her platform from scratch after moving to Spain
Why consistency and niche clarity were key to her early growth
The difference between TikTok and Instagram communities
How she started monetizing her content through brand deals
What it’s really like to balance motherhood, social media, and business
How she co-founded Mother Euro to support moms relocating to Europe
About Emily San Jose:
Emily San Jose is a digital content creator, lifestyle influencer, and co-founder of Mother Euro, a relocation support community for mothers moving abroad. Known online as Mama in Madrid, Emily shares honest, engaging content about expat life, parenting in Spain, and cultural moments through the lens of motherhood. She built her platform after moving from Oregon to Madrid with her family and now uses it to build community and empower other moms across Europe.
Emily’s Story:
Emily’s content journey started as a personal creative outlet during a major life transition. After relocating to Madrid with two young kids and no clear roadmap, she leaned into documenting her daily life, parenting wins and struggles, and culture shock moments. By focusing on a clear niche and posting consistently on Instagram and TikTok, Emily’s platform took off—leading to viral growth, her first paid brand deals, and eventually, the creation of Mother Euro.
Lessons for Entrepreneurs:
Start with what you know: Emily used her real-life experiences as a mom abroad to fuel her content.
Niche down and stay consistent: Her growth came from clarity and commitment, not perfection.
Build community before selling: She didn’t force Mother Euro onto her audience but integrated it organically.
Transparency matters: Emily keeps it real online, balancing wins and hard truths with care.
Know your value, but stay grounded: She talks candidly about brand deal pricing, conversion pressure, and managing expectations in the creator economy.
Final Thoughts:
Emily is a beautiful example of what can happen when you blend authenticity with strategy. She didn’t build her platform overnight—but she built it intentionally. Whether you’re a content creator, a mom, or someone curious about building a brand abroad, her story will leave you inspired to show up, stay real, and pursue your version of success on your own terms.
Guest Links & Resources:
Instagram: @mamainmadrid_
TikTok: @mamainmadrid
LinkedIn: Emily San Jose
Website: mamainmadrid.com
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