In our member spotlight, Valerie Puchades, FSMPS, CPSM, recently sat down for a virtual chat with SMPS. Valerie, who’s a partner at CVG, has been an SMPS member since 2009. In this spotlight, she shares more about her career and why SMPS membership is important to her.

How long have you worked in the A/E/C industry? My first job out of college was at an architecture firm in Cambridge, MA. I was the first marketing person the firm had ever hired and had to learn quickly! That was in 1997. With the exception of two years at Delta Dental of Massachusetts, I’ve always worked in the A/E/C industry.

Please share some recent professional-related news that you’re proud of. Earlier this year, I was promoted to partner at CVG, a consulting firm that helps design firms be better businesses. I recognized shortly after joining the firm that I wanted to be there for the long run. We’re in our tenth year of business and I’m excited to be able to play a part in the continued growth of our clients and services.

What’s your favorite part of the job? Seeing that moment when a client’s vision, strategic priorities, and short-term action plan all gel together. There’s magic in seeing clients fully understand that the little things they do each day are getting them closer to their goals.

What has been one of your most meaningful projects? I was part of a project team at The Cecil Group working with the City of Salem, MA, to develop a Framework Plan to guide future investment and programming at Artists Row. It was rewarding to be working alongside the technical staff on a client project that was designed to help artists thrive through supportive infrastructure.

What’s the best advice you’ve received regarding your career? Stretch yourself past what you think you can do. Those are the moments where real growth happens. It was a former boss and mentor who taught me that and I would not be where I am today without his guidance and all of those little pushes.

Why is SMPS membership important to you and how has it helped you and your firm? I found “my people” through SMPS and have built my leadership skills through volunteering at the local, regional, and HQ levels. Like any organization, you get what you put into it, and I made it a point to immerse myself.

You’re a CPSM and last year you were recognized as an SMPS Fellow. How have these designations changed or elevated your professional role? Both designations have opened doors. At a previous firm, I was able to advocate that being a CPSM should be treated in the same way as technical staff designations when determining eligibility for being named an associate. That resulted in me being the first marketer at the firm being named an associate. At CVG, it was a partner (and a Fellow of AIA) who last year encouraged me to apply to be an SMPS Fellow. That’s not why I was promoted to partner this year, but it did factor into the equation.  

What would you like to accomplish as an SMPS Fellow as it relates to the Society or A/E/C industry? I’d like to help advance marketing and business development education for design professionals, especially small- and mid-sized firm leaders who can’t (or don’t yet) see the immense value of marketing and BD strategy.

Can you tell us something we’d be surprised to learn about you? I moved to the finger lakes region of New York a few years ago to open a bed-and-breakfast, Canandaigua Guesthouse, with my husband. We’re in our second season and it’s going strong. We have a surprising number of guests that work in A/E/C. I also have a culinary degree, so this has been a fun side hustle to put that into practice.

Guilty pleasure: What can you not live without? My Peloton Tread! I have a 131-week (and counting) streak going.

In our member spotlight, Emma Parker, CPSM, recently sat down for a virtual chat with SMPS. Emma, who’s vice president for strategy and marketing for Rogers-O’Brien Construction, is a member of SMPS North Texas and has been in the A/E/C industry for nearly 15 years. In this spotlight, she shares her most meaningful project and how SMPS has helped her career.

How has SMPS helped you in your career? SMPS has been a great resource to connect with peers in the industry. It’s a great way to access training and development opportunities, while fostering connections with those that share the same challenges and opportunities.

Can you tell us something we would be surprised to learn about you? I started my college journey with a focus on studio art. I quickly realized that this was more of a hobby and then was in pursuit of a career path that allowed my creative side to mix with my tenacious business-minded side. Through my internship at the local chamber of commerce, I was presented with an opportunity to join a general contractor that offered a role that did just that—where business meets creativity.

What did you do at work yesterday? My day consisted of a marketing leadership meeting with the managers of the marketing/ communication/creative team, followed by a meeting to finalize our new interactive dashboards that visualize our regional business plans for our five offices across Texas. I ended the day with a meeting about communicating a companywide initiative that promotes a new operations structure, impacting our organization of 550+ employees.

As a CPSM, how has certification benefitted you? For me, getting my CPSM was largely driven by leading by example for my team. I was also motivated as a way to grow within my career path and journey. Since becoming a CPSM, I’ve received a lot of value via the CPSM group discussion. This network of leaders shared great conversations that presents many solutions to a range of challenges we all face.

Why did you decide to take the CPSM test? To put my money where my mouth is! I talked about it for a while and wanted to join a group of leaders that share the same passion and desire to lead and grow.

What are a few words of wisdom to those thinking about becoming a CPSM? Just do it! Make it a priority and commit to it. It opens a door to a new group of thought leaders that share valuable information and resources above what we all access as SMPS members.

What’s the best advice you’ve received regarding your career or working in A/E/C? Stay humble. It sounds simple, but it’s something that’s really stuck with me and shaped how I approach my career. In A/E/C, no one succeeds on their own—it’s all about teamwork and collaboration. Humility is what keeps you open to feedback, learning from others, and building stronger connections. It keeps you grounded.

Some of the best ideas I’ve been a part of didn’t come from me—they came from listening to and learning from others. Staying humble reminds you that everyone brings something valuable to the table, and when you embrace that, you build trust and achieve way more together than you could alone.

What’s the best advice you’ve given? Focus on building real, meaningful relationships, especially with the people you work with every day. It’s easy to focus on external connections, but the internal ones are just as important. Getting to know coworkers on both a personal and professional level has made a huge difference in my career. When you build that trust and understanding, collaboration becomes so much easier. For me, connecting with technical teams and field staff has been especially important. Learning their perspectives not only helps align our goals but also creates an environment where everyone feels heard and valued. Those relationships are the foundation for success, especially in an industry as collaborative as A/E/C.

What has been one of your most meaningful work projects? Being a part of securing some of the biggest and most impactful construction projects in Texas has been amazing. Knowing these projects make a real difference—whether it’s through schools, hospitals, or churches—is incredibly rewarding. That said, the project I’m most proud of is driving the development and implementation of our company’s first-ever multi-year strategy. It was a chance to step back, look at the bigger picture, and set a clear vision for the future. It’s been exciting to see how it’s brought our teams together, aligned our goals, and positioned us for long-term success. To me, this strategy is more than just a plan—it’s a roadmap for how we’ll keep growing and delivering value to our clients and communities.

What’s on your bucket list? I’d love to take a month or more to unplug and travel, even though taking that much time off work isn’t always easy or the norm. Exploring new places, trying local foods, and meeting new people is something I love doing. I’d want to travel with family to create those memories, but also be intentional about planning trips with friends. Thailand, Singapore, Greece, and Australia are just a few places that made my list.

For our member spotlight, Krystle English, FSMPS, CPSM, PCM, CF APMP, sat down for a virtual chat with us to share what it means to be an SMPS Fellow. Krystle is marketing director at KPFF Los Angeles for their civil and survey division.

What are the benefits of becoming an SMPS Fellow? Becoming a Fellow has profoundly enhanced my ability to leverage my professional experience in making informed decisions both at work and within the industry. This esteemed position has afforded me the privilege of connecting with peers who share similar journeys, fostering a community of shared knowledge and support. Through this network, I have gained access to invaluable volunteer opportunities on a broader scale, allowing me to contribute meaningfully to various causes. I’ve introduced many students to the nuances of marketing in the A/E/C industry, fueling my passion for advocating for aspiring professionals and now I feel like I’m contacted more to provide my expertise.

What does it mean to be an SMPS Fellow? Becoming a Fellow is both an immense honor and a duty to support others in the Society and industry. It distinguishes me as someone approachable for discussions on work, career, or other topics. My experience in both California and Michigan enables me to bring diverse perspectives nationwide. As a Fellow, I can use insights from various organizations to enhance my knowledge and elevate the A/E/C profession. Moreover, it has empowered me to be a beacon for others who feel voiceless, reassuring them that their perspectives matter and that they too can make a difference.

Are you an SMPS Fellow? Reach out to SMPS HQ’s Molly Dall’Erta at molly@smps.org if you’d like to be featured. Want to learn about our Fellows Recognition Program? Check out our website for more information.

For our member spotlight, Terry Hawley, FSMPS, CPSM, sat down for a virtual chat with us to share what it means to be an SMPS Fellow. Terry is client success manager at Terracon.

What are the benefits of becoming an SMPS Fellow? It’s easy to think that once you become an SMPS Fellow, you have reached the pinnacle of your career. While it is a very distinguished honor, it is now a responsibility to give back to the Society, as well as others in the industry. You are now recognized as someone who has experienced the highs and lows in their career and can be looked upon to provide their insight and wisdom to others in the industry. You are expected to provide leadership in Society initiatives and take on additional responsibilities.

What does it mean to be an SMPS Fellow? To me, becoming an SMPS Fellow means that while I have achieved some meaningful accomplishments in my career, there’s still room to do more. There are opportunities to do a multitude of things, including research, presenting, mentoring, and advising your local chapter. While you can’t do it all, you must focus on those areas that you can be a resource. My hope is that I can look back when my career is done and know that I have left the industry that has been a large part of my life, in better shape than when I first joined.  I hope to take advantage of all the opportunities that come my way, and to find those areas that I can have the most impact on – and hopefully help this industry grow.

Are you an SMPS Fellow? Reach out to SMPS HQ’s Molly Dall’Erta at molly@smps.org if you’d like to be featured. Want to learn about our Fellows Recognition Program? Check out our website for more information.

In our member spotlight, Maura Howard recently sat down for a virtual chat with SMPS. Maura is marketing/business development coordinator for UES and has been in the A/E/C industry for 16 years. In this spotlight, Maura shares her most meaningful project, how SMPS has helped her career, and the best career advice she’s been given.

In a few words, describe your current role? I lead business development and marketing efforts for our Virtual Design Consulting (VDC) group nationally.

What’s the best career advice you’ve been given? By my father: “If It scares you, it might be a good thing to try.”

What has been one of your most meaningful work projects? UES recently launched Virtual Design Consulting (VDC), a new subsurface imaging and modeling service that is a major differentiator within the geotechnical engineering space. I was intimately involved in the national marketing and branding campaign. It has been incredibly rewarding to see our VDC team grow so rapidly and successfully at a national level.

We heard you joined SMPS after attending Amplify A|E|C. What made you decide to join the organization? Amplify A|E|C was an eyeopener on how many resources there are [within SMPS] for me to be better at my job.

What did the conference experience mean to you? The gathering of different members from different regions and companies coming together and supporting each other.

What would you say to someone who was thinking about going to Amplify A|E|C but has never been? Experiencing Amplify. You will gain so much knowledge from the sessions and network with members nationwide.

How has being an SMPS member helped you and your career so far? I have met members that introduced me to the right people for major projects and gained a lot of friendships.

What’s on your bucket list? Going to Thailand.

What’s your guilty pleasure: what can’t you live without? Cheese.

In our member spotlight, Kimberly Wybenga, CPSM, takes time out of her busy day to chat with SMPS. Kimberly is marketing and business development manager for Mark Young Construction. She has been a member of SMPS for five years and has worked in the A/E/C industries for 12. In this spotlight, Kimberly shares the rewards of her career and the benefits of being an SMPS member.

How did you decide to have a career in the A/E/C industries? As most of us, I fell into the position. One of my husband’s customers, who works for a general contractor, was looking for someone with an English degree to help with write-ups in the marketing department. I filled that niche and began the journey of learning about the whole proposal process.

How would you describe your role/job? I get to do a variety of things. I manage the proposal process, marketing campaigns, business development, and the assortment of tasks all of these entail.

What’s your favorite part of the job? I love meeting new people and building relationships. There is such a wonderful and fun bunch of people in our industry.

What have been the challenges and rewards of your career? Every day brings new and exciting challenges from identifying the best strategies to putting together the best team for a project or client connection. I’ve been fortunate to have many rewards in my career including confidence, company recognition and respect, and individual awards from organizations.

What has been your most meaningful project? One of my most meaningful projects was a smaller remodel of a golf clubhouse in Thornton, CO. I had created a relationship with someone who works for an architecture firm, and she brought this design-build RFP to us to see if we wanted to team. We had never worked for the client, with the architect, or on a design-build project before. We ended up winning the project, which led to 11 more projects with the architect and eight more with the client. This process showed me the importance of business development and forming relationships.

Why is membership in SMPS important to you and how has it helped you to advance your firm and your career? I’ve gained confidence, established valuable relationships, and experienced career growth and advancement after becoming a member. The educational programs offered through SMPS, and the friendships created have been priceless. I wish I’d learned about SMPS earlier in my career.

What has contributed to your success? A strong support group of family, friends, and marketing peers, and the desire to be the best version of myself.

What advice would you give someone about to enter marketing or business development? Learn all you can and get a mentor. By attending educational events and surrounding yourself with like-minded individuals in the A/E/C community, you’ll have the best opportunities for growth both personally and professionally.

Guilty pleasure: What can you not live without? Friends, family, experiences, and fun reality TV shows such as Survivor, Amazing Race, and Big Brother.