Aaron Hays

Authority Signal

Founder

Alterfy

Co-Founder & Director of CS

Rockbot

Account Director

Optimizely

Manager - Onboarding / Implementation

ZoomInfo

Customer Onboarding  Manager

Gordon Food Service

Project Manager

Booking.com

Account Manager

I help SaaS leaders build trust, visibility, and inbound opportunity on LinkedIn | Writer on SaaS leadership, reputation building, and content that converts

I'm currently in a full-time SaaS leadership role while building Authority Signals, where I help other SaaS professionals grow their presence, sharpen their voice, and attract opportunity, without needing to go viral.

After more than a decade in SaaS, leading CS teams, building onboarding playbooks, and navigating the emotional pressure of being “the glue” - I realized something:

Great work doesn’t speak for itself.

Many of the most capable operators I know stay invisible online. They lead quietly, burn out privately, and get passed over for louder, flashier people.

I help them change that.

I work with SaaS leaders - especially in CS, GTM, and RevOps, to clarify their voice, tell the truth about their leadership journey, and build real visibility on LinkedIn.

I’m not a coach, and I’m not here to make you post every day.

Through my Leadership Narrative Sprint, I help mid-to-senior professionals reposition themselves around trust, clarity, and authority, not hustle or fluff.

I also write about the emotional reality of modern leadership:

Burnout from invisible labor

Boundaries in high-stakes roles

Building trust without performative branding

✅ 16K+ followers
✅ 1K+ newsletter subscribers
✅ Posts seen by over 1 million people

If you’re tired of doing great work in silence, and you want your next opportunity, client, or promotion to find you, I’d love to help.

📩 DM me “Leadership” to see how the Sprint works.
Or follow for weekly insights on trust, visibility, and voice.

Veronica Llorca-Smith 🍋

Want to find a speaker for your next leadership event?

I design customized keynotes and workshops to motivate and build high-performing teams and help develop new leadership skills.

Blending my 20-year corporate experience (Apple, Estée Lauder), my personal experience living in 9 countries and my journey as an amateur triathlete, I create engaging sessions that bring both inspiration and actionable frameworks. 

Topics:

Inclusive leadership
Unconscious Bias
Cultural Agility
Inclusive Language
Allyship

Growth Mindset: 
An Athlete's Mindset
Becoming Your Best Ambassador

Previous clients: UBS, AIA, ManpowerGroup, BioRad, Native Union, UK Cabinet, Michael Page, DASH...

Motivational Speaker & Author: DEI & growth mindset

🎙Public Speaking: I create customized presentations and workshops for organizations and events. My content leverages my 15-year corporate experience (Apple, Estée Lauder) as well as my personal experience as a triathlete and an author. 

🎓 Topics:

- Cultural agility as a competitive advantage in the workplace

- Inclusive leadership: mindset, behavior and processes

- Inclusive language as a catalyst for inclusion 

- An athlete's mindset: mental frameworks to get results 
  
- Thriving as a woman in the workplace

- Maximizing your influence with a personal brand

Languages available: English, Spanish, French, Italian & Portuguese

Veronica Llorca-Smith 💎

When I was 6, I changed my name from Veronica to “Véronique.” 

Not legally but at school (and in my heart).

We had just moved to France and I didn’t speak the language (I’m originally Spanish). 

The boys mocked my accent and my name and even my olive skin.
So I changed my name in an attempt to belong.

Eventually I learned the language and got rid of the accent but that feeling of shame took a long time to shake off.

Years later, I went back to Veronica. 

Today there’s no shame, embarrassment or self-pity but pride and gratitude about my roots. 

This is my story but I know it’s the story of many.

And just a reminder that you don’t need to change your accent, your appearance or your name to be worth and have a voice.

That's why I talk about cultural agility in my keynotes and webinars and that's why I wrote a book about it (The Flight Home). 

Because when we make room for different accents, cultures and names, we allow people's stories to find their way home. 

The Flight Home ✈️
9 Journeys, 9 Lessons
Publisher: Earnshaw Books

Veronica Llorca-Smith🎤

International Speaker & Corporate Trainer in 6 languages: Leadership, DEI, Women Empowerment, Communication & Cultural Agility (ex Apple, Estée Lauder) | Penguin Author | Ironman Triathlete | CEM (Chief Executive Mom)

Woman at a bookstore holding a book with her face in the cover. She's wearing a black jacket and black skirt. 

When I joined Apple, they spent 100K+ US$ in my on-boarding as a manager:

Training in Apple Melbourne and Sydney.
10 days at the Cupertino campus in California with the new Business Managers. 
One week at Apple 5th Avenue shadowing my awesome peer Rick Trader (I flew Mom to the Big Apple) 
Another week in Shanghai with the China leadership.

It was mind-blowing and led to a great 7-year career that shaped my work, my personal development and my network, an awesome bunch of talented people around the world. 

Now, you're probably thinking, “Of course, that’s Apple, they can afford it because they are the best company in the world.”

But I have a question for you (and I don’t have the answer):

Does Apple invest so much in people because they are the best company in the world, 

or...

Are they best company in the world because they invest so much in their people?

Food for thought (pun intended 🍏)

---------

Hi, I'm Veronica; I'm a public speaker and I help global organizations build inclusive, high-performing teams through engaging keynotes and masterclasses. I bring 15+ years of global experience leading multicultural teams in Asia Pacific. 

Looking for a speaker for your next event? Let's talk! 

6 Languages. Based in Hong Kong.

2 women in winter gear at the entrance of an Apple store. 

Non-professional content is not unprofessional content.

That's how I got a speaking engagement for the EU in Hong Kong (keep reading). 

Many people are afraid of posting things that don't relate to their work so they end up sounding like robots programmed by a niche.

This is what I know: posting about what you love, your hobbies and your personal life lets people know the stranger behind the screen and the job title: your values, what matters to you and how you show up in life - not just on paper (or LinkedIn). 

Posting about my experience growing up in different countries and having an accent has brought me CORPORATE clients who value that perspective and insights. 

Sharing my journey as a triathlete has landed me speaking engagements with companies that wanted a motivational speaker who gets (and sweats) a growth mindset.

Speaking about the struggles of leaving the corporate world to become a solopreneur has brought me thousands of readers, subscribers and collaborators across 159 countries.

Back to the EU, it turns out the Head of the EU in Hong Kong loves cycling too. That's how we connected, had a great chat and next month I'm delivering a session in this office and the Trade Commissioners of the EU. 

The topic: how to communicate effectively on social media to make an impact 😉

PS: Don't hold back.

PS: to book me as a speaker, check out my previous engagements on my website:

https://lnkd.in/gjJBiFq7

This week I celebrated my client #100 in my coaching business. How it happened:

3 years ago I started writing, speaking in public and creating content.

I shared everything openly: the why, the what and the how.

The 𝘄𝗵𝘆 helped me stay on my lane - my vision.

The 𝘄𝗵𝗮𝘁 brought relevance: it attracted the right people (and kept the others on their lane).

The 𝗵𝗼𝘄 built trust because people want to see the process, not just the outcome - you trust what you can see. 

Building in public takes a lot of courage and vulnerability because you share the highs but also the lows (otherwise it's cheating!).

In my case: rejections from publishers, public-speaking failures, deals you lost, empty webinars, slow months, feeling invisible...I even shared my book launch flop in Singapore!

But building in public is also the fastest way to build credibility because you can’t hide.

So, stop hiding and start share what you are building, what you are learning and the beautiful and messy journey behind the scenes.

Hiding behind the screen won’t move the needle. Showing up will.

PS: If you want to grow a writing-speaking business, I have 3 spots left in Feb. DM for more.

Collagoe of zoom calls with a woman in the center and some testimonials 

Yesterday I lost a public speaking deal I was super excited about. 

All that work for nothing…

Then I saw a video of Federer saying that throughout his career, he only won 54% of all balls played. 

One of the best tennis players in history. 

It reminded me that losing means you are still playing. 

#Perspective. 

The silver lining: I now have an awesome Masterclass on Intergenerational Work Places: 

✔️ The future of work in a multigenerational environment 

✔️ How Gen Z is radically transforming leadership 

✔️ Best practices to create inclusion across generations and mitigate ageism 

✔️ What to avoid: micro-management, ridig processes, unnecessary hierarhies, mono-leadership 

This topic is critical and if your organization is not thinking about it now, it will fall behind later.

Let's talk? 

PS: When life gives you lemons, use the seeds to plant your own lemon tree.

The Lemon Tree Mindset 🌳🍋

I’m officially a middle-aged YouTuber with massive imposter syndrome and a massive smile too! 

I have no clue what I’m doing…but I’m doing it, and that’s what matters.

The past 3 years have been pretty wild: from unemployed to international *paid* speaker, author of 4 books (1 with Penguin!), founder of 2 large communities of 13K+ writers and creators (English and Spanish). 

I still can’t believe that during this period, I've spoken for companies like UBS, Michael Page, AIA…and have traveled overseas to summits and literary festivals in Singapore and India. 

Next month I'll speak at the EU Office in Hong Kong and will travel to Mumbai as a Keynote Speaker.

The beginning was a mess and I'm still figuring things out, but I love what I do and I want to share what I’m learning along the way: the wins, the pitfalls, the unsexy beginnings...

My goal is to help individuals and teams unlock their potential, whether it’s building confidence to speak in public, landing a book deal or empowering leaders to navigate different cultures with ease.

PS: make it exist first - you will worry about the rest later! 

Cheers to the messy beginnings! 

Check it out: 

https://lnkd.in/gsyskw-v

Banner of a woman with yellow background. she wears a red dress and holds a mic on a chair. 

My goal is to scale smartly without…

A team, investors or an extra shift so that I can grow my business while enjoying life with my family and keeping fit (Ironman 70.3 next month!).

This is how:

𝗥𝗲𝗽𝘂𝗿𝗽𝗼𝘀𝗶𝗻𝗴 the same content to reach more people (I’m officially a YouTuber!)

𝗢𝘂𝘁𝘀𝗼𝘂𝗿𝗰𝗶𝗻𝗴 𝘀𝗮𝗹𝗲𝘀 (my least favorite part): I just signed deals with 2 international public speaking agents to land public-speaking engagements across the globe. 

𝗕𝗼𝗼𝘀𝘁𝗶𝗻𝗴 𝗽𝗮𝘀𝘀𝗶𝘃𝗲 𝗶𝗻𝗰𝗼𝗺𝗲 through digital to help people at scale. I already have 4 and will publish 2 more this year.

𝗖𝗼𝗹𝗹𝗮𝗯𝗼𝗿𝗮𝘁𝗶𝗻𝗴: new win-win partnerships with people who are smarter than me to add more value: lives, joint webinars, marketing affiliates...

The goal is to 𝚋̶𝚞̶𝚛̶𝚗̶𝚘̶𝚞̶𝚝̶ ̶𝚘̶𝚞̶𝚝̶ ̶𝚒̶𝚗̶ ̶𝚌̶𝚊̶𝚜̶𝚑̶ build a business that gives you a lifestyle.

Scale + Lifestyle = Sustainability 

If that sounds like you, join 10K+ writers, creators and solopreneurs at The Lemon Tree Mindset 🌳🍋

Woman with a brown dress posing in front of a banner. she's smiling. 

This month I’ll travel to India for the 3rd time in my life: 

The first time was as a backpacker in my 20s.

The second, as an author to launch my book, The Anti-Procrastinator at a literary festival with Penguin. 

This time I’ll be on stage as a Keynote Speaker at the World HRD Congress in Mumbai. 

These stories are totally unrelated until you see the hidden link:

A passion for traveling took me around the world: Myanmar, Micronesia, Cambodia, Sri Lanka…

As a result, I wrote a book about cultures, identity and values.

That book took me to literary festivals in Asia.

Which then led to more speaking engagements.

And now, 20 years later, I’m going back to India to talk about Cultural Agility and The future Of Work.

Just a reminder that you don’t need a niche, a grand plan, a 5-year life strategy. 

The best strategy is to keep doing what pulls you in. 

You are already writing your next chapter. 

----------------

Hi, I'm Veronica; I'm a public speaker and corporate trainer on cultural agility and inclusive leadersihp with 15 years of experience developing large teams in Asia Pacific (Apple, Estée Lauder). To know more about my webinars & masterclasses, check out my webiste and portfolio ↓

Woman with a colorful dress smiling at a book story while talking to a customer. she's selling books at a counter. 

Countdown to Mumbai as a Keynote Speaker for the World HRD Conference!

The topic: 

"Cultural Agility - Flexing Your CQ (Cultural Intelligence) In Times Of Change."

My public speaking work took off thanks to...

Not fancy stats or sophisticated theories.

But personal stories and lived experience:

Real mistakes about culture, having grown up and lived in 9 countries and worked across 4 continents. Yes, growing up in Rio de Janeiro was awesome.  

First-hand leadership lessons developing businesses in Asia for 15 years for companies like Apple and Estée Lauder - and becoming an entrepreneur. 

Not copy-paste motivational quotes about mindset and resilience but actually having completed an Ironman and 100+ races.

Not principles about inclusion and DEI but by being the only woman in the room in China and speaking English with an accent. 

People don’t remember big data and stats. They remember stories. 

And while stories build personal connection, they also build credibility because you're talking from a place of experience: your truth. 

Next time you speak in public (webinar, workshop, brainstorming), remember to share a story.

****

Hi, I'm Veronica and I help global organizations develop inclusive, high-performing teams through websites and workshops. If you are looking for a speaker or corporate facilitator for your next event/ L&D program, check out my website and let's talk.

Conference on a stage with a woman and 2 panelists

I'm speaking at the French Chamber Of Commerce in Hong Kong!

I'll host a Masterclass to help entrepreneurs grow an audience and turn it into an engaged community:

✔️ How to identify the right channels for your business. 

✔️ Creating a profile that speaks to your ideal customer.  

✔️ Strategies to boost engagement organically without paid ads

✔️ Position yourself to rank high on searches and SEO to boost relevance and authority 

✔️ Creating content that builds both personal connection and trust

✔️ Why you need *your* community (and not just followers)

✔️ From an audience to a community: how to go deeper with your members and turn them into promoters and ambassadors

Most people think they need an "audience", but it's a genuine community that moves the needle. 

Looking forward to seeing you in person on February 12th! 

Register below and get your ticket before they sell out 👇🏽

 French Chamber in Hong Kong

Flyer of an event with Veronica Llorca-Smith. The background is red, pink and blue.

How to get rid of your “hmmm”, “aaand” and filler words.

There IS a technique. 

No more "hmmm" and "aaaand." 

My little tip for the weekend!

And if you want practical tips to improve your public speaking skills, check out my new YT Channel ↓

PS: I add captions to all my videos to make them inclusive. 

The Lemon Tree Mindset 🌳🍋

This is how the compound effect works in action (it's not sexy):

Year 1: Nothing happens. 

You are learning a new skill and have no clue. Most people quit here (Don't: This is the foundation for what comes later).

Year 2: Something happens

You start to see some pockets of success from what you did in year 1.

Keep going - you are on the right track. 

Year 3: Everything happens  

Now people want to pay you for what you learned in year 1 and year 2. Experience becomes leverage. 

This applies to most things: learning a language, your business, writing books, mastering a new skill...

See, no shortcuts here. Just compound effect.

PS: if you want to grow a creative business without shortcuts, join a few thousands of writers and creators in my community.

Now we have lemons in 156 countries. 

The Lemon Tree Mindset 🌳🍋
El Limonero 🌳🍋

Collage with a growth chart and a woman with open arms

Next year you'll be successful thanks to skills you don't have today.

Reading 20 self-improvement books won't make you "self-improved."

Taking action will. 

Pick one skill, roll up your sleeves, and have fun. 

PS: I'm learning video editing for my new YT channel and I love being a rookie again! 

What's one new skill you are learning?

Background of an editing platform with a woman talking with a white shirt 

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The Battle

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