Who We Are

SMRT Rep is your virtual back office for the contract design industry.
We’re a team of marketing strategists, designers, and admin pros who know the contract interiors world inside and out. We understand the fast pace of reps’ lives — juggling client meetings, product launches, delivering samples, managing multiple territories and endless follow-ups — and we’re here to make it all run smoother. We specialize in supporting reps and manufacturers in contract furniture, flooring, lighting, architectural products, and beyond — and we understand the nuances of how this industry really works, we know what moves projects forward (and what slows them down).

Our team blends marketing strategy, design, and administrative precision into one seamless support system. We speak the language of designers and manufacturers, helping you present your products with clarity, consistency, and confidence.

With shared calendars, branded tools, and monthly strategy sessions, we make it easy to stay organized, visible, and connected — so you can focus on what you do best: building relationships and winning specs.

Because when your back office runs smarter, you sell smarter.

“I started SMRT Rep because I know what it’s like to juggle everything. Calls, quotes, emails, meetings — it never ends. But I also know that technology, when done right, can make business lighter and smarter.

Through years of supporting reps and manufacturers, I saw a gap in the industry: high-performing reps slowed down and burnt out because they’re asked to wear every hat. With a background in digital marketing, operations and Salesforce I built SMRT Rep to change that — giving reps modern, efficient tools that free up their time and amplify their impact. Our goal is simple: help reps spend less time behind a screen and more time building the relationships that win specs.”

Alexandra, FOUNDER

Meet the Team

  • Alexandra Calvaruso

    FOUNDER

  • Jorge Murillo

    CO-FOUNDER

  • Maritza Lorenzana

    MARKETING MANAGER

  • Michelle Tousche

    ADMIN MANAGER

How It Works

  • You share your lines, goals, and pain points. We learn your portfolio, design audience, and current marketing materials — so every deliverable fits your voice and brand. No templates. No guesswork. Just strategy built around how you sell.

  • Our team designs the essentials: polished decks, lookbooks, email campaigns, and spec tools. Everything is branded, consistent, and ready for your next client meeting. We blend marketing strategy, design, and admin precision into one seamless support system.

  • You stay in front of clients while we handle updates, campaigns, and launches behind the scenes. Your marketing runs on autopilot — and your calendar fills with designer meetings, not admin tasks.
    You sell. We systemize.

BOOK A FREE STRATEGY CALL