Valerie Eaton
Based in London, Smart VA is owned and run by Valerie Eaton who has over 20 years experience working as a PA at senior level in both the public and private sector, including Bloomsbury Health Authority, InterCity, British Telecom, Syntegra, and in the marketing department of De Beers Group.

About Valerie

Valerie is a true organiser who loves to bring calm organisation and attention to detail to busy self-employed professionals so they can focus on the work they were born to do.

Since setting up Smart VA in 2009, Valerie knows how tough it can be to run your own business. Many people focus on growing their business but then end up burnt out and overwhelmed because they can no longer handle all the competing demands on their time.

Our mission is to help lighten the burden of running a business so clients can focus more of their time and energy on generating income and attracting new clients.

Valerie has extensive experience working as a PA to senior executives and teams, ensuring that everything runs smoothly so that they can concentrate on what’s important to do their work. This includes handling diaries and emails, organising conferences, training workshops and global PR events, organising complex travel itineraries, and managing budgets on Excel.

As well as being a born organiser, Valerie also has a creative streak. In addition to designing the Smart VA website, she also has experience of designing and formatting PowerPoint presentations, Word documents, email newsletters and WordPress websites, and using Photoshop to create flyers and Ebook covers.

But it hasn’t always been about doing the admin, in a previous life, Valerie was responsible for managing a large collection of diamond jewellery – and having the opportunity to wear some of it!

Valerie is a PA of the highest calibre, with strong organisational skills and utter reliability…

Bringing added value

Valerie has not only called on her experience as a PA to support clients; she has also used what she has learnt from marketing her business online to bring added value as well. Valerie took a web design course when she started up so she could create her own website in WordPress, and she has also taught herself how to use email marketing, blogging and social media to promote her business. This has paid off not only through attracting leads to the business but also through clients signing up for help with their own online marketing.

As Valerie says…”The great advantage to clients is that they can now benefit from my own experience of using online marketing to attract leads and clients to my business. And in this way, they are able to raise their own profile and reach a wider audience.”

In fact, Valerie was invited by The Guardian to submit an entry into their Marketing and PR Excellence series to share how she uses activities such as email marketing, blogs and videos to bring clients into the business. You can read it here: Smart VA Marketing & PR Excellence entry

It’s not all work…

Outside of the business, you can find Valerie growing plants and vegetables in her window boxes, walking in the countryside, knitting, reading a good crime novel and enjoying the odd glass of red wine!

You can find Valerie on all the major social media sites so feel free to connect online.


Now you know more about who we are, take a look at the virtual PA services that we offer to clients to help them save time and money in their business.