Meet the Mind of Valerie Puchades, FSMPS, CPSM, CVG’s Strategic Powerhouse

Nestled in the serene surroundings of Canandaigua, New York, Valerie Puchades serves as the Director of Strategic Planning at CVG. With over two decades of experience guiding AEC firms toward new business horizons, Valerie’s expertise lies in unraveling the intricate web of marketing, operations, financial management, and human resources. As a Certified Professional Services Marketer (CPSM), an esteemed member and fellow of the Society for Marketing Professional Services (SMPS), Valerie’s accolades speak volumes about her unwavering dedication.

What's the most interesting project you've worked on recently, and what did you learn from it?

That’s a hard one! Writing case studies is always interesting because I have to go on a deep dive with a client and supplement it with additional research. For Lloyd Architects, I took two case studies that shared the theme of working with historic properties and created a microsite and ad campaign. With that one, I learned a ton about historic tax credits and the different regulations that come into play at the municipal and state levels. I helped write a guide on sustainable design for Red Barn Architecture geared toward single-family residential clients. Taking the technical terms I was familiar with and figuring out how to explain them to someone who might be encountering them for the first time was a challenge. It turned out to be a great educational piece and really speaks to the firm’s values.

What do you find most unique about your firm and services?

We really understand the nuances of small and mid-sized firm management and have dedicated ourselves to this niche in a meaningful way. We get in the trenches with our clients, are empathetic, and equip them to make meaningful changes.

If you could swap roles with anyone in the firm for a day, who would it be and why?

I’d swap roles with Rena Klein, Senior Partner at CVG, to refresh my dormant experience working on ownership transition and firm financials.

Can you give us a glimpse into your workspace? What items or decorations make it uniquely yours?

My office is the one place in my home that is truly my own space and I take advantage of every square inch. It’s broken into three areas - workout, sitting, and desk - and supports me from the start of my day to the end of it. I have a large vintage poster designed by Herbert Leupin for Felix Furniture in 1985, a small painting by Andrea Bogdan titled “Something Uplifting” that I picked up from her gallery at The Last Bookstore while visiting AERO COLLECTIVE in LA, and a miniature Gerrit Rietveld Red Blue Chair among lots of other pieces of artwork and souvenirs. Everything together helps me feel energized and focused.

Share a moment of pride or accomplishment from your professional journey.

I was recently elevated to Fellow of the Society for Marketing Professional Services (SMPS). It doesn’t quite feel real yet.

What’s your favorite part of your firm’s culture, and how does it contribute to your professional growth?

We all trust and respect each other. Each time I meet a CVG colleague in person there’s an immediate connection. It’s unlike any company culture I’ve experienced in the past. If we could figure out how to bottle it and give it to our clients they would all be unstoppable.

Tell us about a mentor or colleague who has significantly impacted your career.

A former boss, Steve Cecil, has been my biggest mentor and supporter. I learned and grew so much as a professional while working with him because he challenged me and supported me in stretching my abilities.

What’s your go-to morning routine to kickstart a productive day at work?

Coffee, hit the Peloton (bike or tread, depending on my mood), shower, and then breakfast at my desk to start my day.

Can you share a hobby or talent that people might be surprised to learn about you?

I’m an innkeeper. I just launched Canandaigua Guesthouse, a modern B&B for the modern traveler.

What’s the most adventurous thing you’ve ever done, and would you do it again?

Left Boston after 25 years to buy a house in NY and convert it into a B&B. Check back with me in 5 years.

If you could travel anywhere in the world right now, where would you go and why?

Safari Surf in Costa Rica. I’ve always wanted to learn to surf and I’ve never been to Costa Rica.

What’s your favorite way to unwind after a busy day at work?

Taking my dogs, Lola and Hope, for a walk down to the lake.

Valerie’s dynamic approach reflects her enthusiasm for personal and professional growth while underscoring her commitment to continuous learning. Her profound understanding of small and mid-sized firm management has cemented her reputation as a trusted advisor within CVG, further highlighting her substantial influence on the industry and with our clients.