Valerie Puchades, CPSM
Since 2013
Active
SMPS Boston member
AEC marketing professional
Valerie brings strategic vision to architecture firm growth as Partner at CVG (Charrette Venture Group), one of the industry’s only shared-risk investment firms dedicated to helping small-to-mid-sized architecture firms become better businesses. In this role, she develops holistic business strategies that integrate marketing, operations, financial management, and human resources to drive sustainable growth for architecture firms nationwide.
Her expertise encompasses strategic business planning, market positioning, brand development, and operational optimization specifically tailored to the unique challenges of small and mid-sized AEC firms. Valerie specializes in helping architecture firms identify business barriers, develop comprehensive marketing and business development strategies, and implement systems that improve both profitability and operational efficiency.
With over 20 years of AEC industry experience, Valerie has guided firms across multiple sectors including architecture, planning, engineering, and design. Her background includes senior marketing leadership roles at prominent Boston firms including GUND Partnership, Harriman, and The Cecil Group, where she led strategic planning, merger integration, and business development initiatives. Her comprehensive understanding of firm operations—from leadership recruiting to ownership transition planning—enables her to deliver integrated solutions that strengthen every aspect of firm performance.
Valerie exemplifies exceptional professional leadership through her FSMPS designation (Fellow of SMPS, awarded 2024), CPSM certification, and sustained contributions to advancing the AEC marketing profession at local, regional, and national levels. Her leadership extends across multiple dimensions of professional service and mentorship.
As Co-chair of the National SMPS Chapter Leadership Symposium (CLS) Committee, Valerie helps shape the development of incoming chapter presidents from across the country through this three-day annual symposium. In this role, she moderates leadership panels, designs programming that builds chapter leadership skills, and ensures presidents-elect have the tools and knowledge to lead their chapters effectively. Her work with CLS directly impacts the professional development of AEC marketing leaders nationwide.
Valerie’s chapter leadership tenure with SMPS Boston demonstrates sustained excellence and transformational impact. During her 2018-2019 presidency, she led SMPS Boston to receive the SMPS Striving for Excellence Grand Prize award for Best Chapter—the Society’s highest chapter honor. In 2021, she received the Marketer of the Year award, SMPS Boston’s most prestigious individual recognition. Her earlier chapter involvement included serving as Director of Communications (2014-2017), where she led a complete website redesign and managed all communication channels for one of SMPS’s largest and most active chapters.
Her thought leadership contributions include presenting educational programs for SMPS chapters on topics including breaking into new markets, strategic planning, and marketing strategy development. Valerie’s 25 years of Boston-area AEC marketing experience before relocating to the Finger Lakes region of New York provides valuable perspective on both urban and regional market dynamics.
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