SMM Headquarters

As a marketer and experienced qualitative researcher, I serve fast-growing B2B SaaS, tech and B2C subscription businesses. My most successful clients are tech companies and non-profits who, despite having excellent marketing and product teams, lack the bandwidth to do what needs to be done when it comes to qualitative research and growth strategies.

I come in as a consultant to design research projects, lead and execute the research itself, and analyze the findings to shape them into actionable insights that help the client teams drive sustainable product growth.

With my involvement, founders and teams get the support to focus on their best customers and execute more effectively. I strive to approach my work in a communicative, transparent, and ethical way.

SMM Headquarters is a registered solo consultancy. Over the years, it has evolved from a social media marketing agency into a strategic growth consultancy with a focus on customer research, product positioning and growth.

Research and Product Growth Consultant

Consigo Professional Corporation

I led the customer acquisition initiative for an accounting and bookkeeping startup, utilizing digital marketing and advertising campaigns, social media, networking, startup community mentoring, info sessions and presentations to reach our target audiences. I was also responsible for all aspects of customer experience from initial website visits to order delivery: I handled a wide variety of questions, resolved doubts, consulted on accounting and bookkeeping issues.

Writing, editing and publishing a wide variety of marketing materials for web, social media and email channels was a big part of the job. I strived to establish and maintain outspoken social media presence for the company to increase brand awareness, ensure brand visibility and encourage customers to get in touch in the manner most convenient for them.

Marketing Director

Sweet Home Abroad Apartment Rentals

As Sweet Home Abroad COO, I oversaw all daily operations at the company, including managing contractors, orchestrating brand marketing, monitoring social media presence, curating online content and handling of key clients and VIP guests. My key responsibility was to form and maintain partnerships with reputable accommodation companies in Spain and across Europe to ensure our clients got access to the best vacation properties that were well-maintained and effectively managed.

Chief Operating Officer

As Hospitality Manager, I was working in Barcelona, Spain, assisting owners with operation of local properties, maintaining  the check-in and check-out schedule and creating cleaning schedules. I helped with booking of transportation for guests, when needed, and managed the database of new and incoming bookings. All the while I kept fulfilling the responsibilities of my Customer Service Manager role.

Hospitality Manager

The role involved providing all-around support to guests before and after booking, including answering enquiries, facilitating bookings, clearing issues with payment, arranging key transfers and much more.
I did extensive article and copy writing, creating content for the company website, blog and social media. I also maintained an active property database, updating it regularly.

Customer Service Manager

Toronto 2015 Pan/Parapan American Games Organizing Committee

I volunteered as an NOC Assistant for Toronto 2015 Pan Am Games, and this role, while part-time, stretched over the course of one year starting with Pre-Games period and participation in Chefs de Mission Seminar to actual full-time volunteer work during the Games. I was assigned to the National Olympic Committee (NOC) of Bolivia, supporting team officials and delegation members in every aspect of their Games experience, from language and interpretation assistance to administrative duties and driving of the official Pan Am vehicles. I was based at the Pan Am Village for the duration of the Games, a restricted area where no members of the public or press were allowed to enter, except with official passes and permits.

NOC Assistant

University of Toronto

- Research Assistant to Asst. Prof. Anna Korteweg
- Research Assistant to Asst. Prof. Erik Schneiderhan
Department of Sociology, University of Toronto and University of Toronto Mississauga (UTM)

Undergraduate Research Assistant

Department of Language Studies, University of Toronto Mississauga (UTM)

Administrative Assistant

- Research Assistant to Ms Wendy Schrobilgen
- Research and Media Assistant to Prof. Guido Pugliese
Department of Language Studies, University of Toronto Mississauga (UTM)

Research Assistant

NJOY.CA Corporation

Working part-time, I provided email and over the phone support to customers booking accommodation in Whistler, British Columbia. To measure customer satisfaction and increase the quality of services the company provided, I created and distributed customer satisfaction surveys, reporting on the results. I wrote copy for the company's website as well, including apartment descriptions, articles and travel advice.

Customer Service Manager and Copy Writer

Customer researcher & product marketer 🧠

With over 12 years of experience in qualitative research, digital strategy, and PPC advertising, I bring the most value to mission-driven, fast-growing tech and subscription businesses that are ready to grow by understanding and serving their customers better. I am the founder of SMM Headquarters, a solo consultancy based in Toronto, Canada, that specializes in customer-led growth.

As a certified Customer-Led Growth consultant and research expert, I design and execute research projects, analyze customer data, and create campaigns that drive measurable results for my clients. I also have a strong background in B2B SaaS, B2C subscription, and non-profit sectors. My work is guided by my passion for customer research, my empathy for the customer, and my commitment to ethically-driven, human-first excellence.

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