Roxana Reid, MSW

Founder & CEO

Roxana Reid is the Founding Director of Smart City Kids and Smart City Tutors. Born in Panama, she migrated to New York City as a child and was educated in New York City Schools at every level. Nationally sought for her expertise in education related topics, her depth of understanding of education systems and their nuanced impact on the child and family, Roxana is adept at homing in on best practices for helping families.

Smart City Kids is the first and only continuing education consulting education service in the market place to offer comprehensive education services in the Nursery – College admissions space. Through her leadership and vision, Roxana created the blue print that has become the industry standard for all other services in the market today.

The in-depth, comprehensive approach to educational consulting Roxana has created is one that guides families and students to self-actualize through their search for just-right educational fit. She and her team of advisors – all former admissions directors, nursery school directors, placement directors, and teachers – work closely with each family to demystify the admissions process, set realistic goals in terms of seeing children as they are, and strategize the best targets. Roxana knows that true success is about finding the right match. In fact, over 98% of all Smart City Kids full-service families are admitted to their first-choice school. Smart City Kids has served the New York area for longer than any other education advisory company. It is the GO-TO organization for schools, non-profit organizations, corporations, and agencies serving children and families looking for in-depth advice on nursery to college admissions. It is the premiere consultant firm where heart meets brain.

Under Roxana’s leadership, Smart City Kids operates as the sole educational advising firm for Memorial Sloan Kettering, New York Law School, New York City’s Speyer School for gifted learners, Jewish Community Project Nursery in Tribeca, and First Presbyterian Nursery School. Roxana served on the education division board of Manhattan Media for 20 years, which highlights great schools from Nursery school through High School, public and private. She has served or currently serves as Placement Consultant, supporting exmissions processes for over twenty top New York City nursery schools and Independent Schools. She served as Director of Placement at the JCC Nursery school where she helped to place scores of students into independent private and public schools in Manhattan. In 2016, when the Mandell School moved to close its doors, Roxana led Smart City Kids in supporting the school’s closure, helping to transition 150 students across nearly 115 private, boarding, and public schools. Smart City Kids’ corporate clients include BlackRock, Cerberus Capital Management, GCM Grosvenor, Weil Gotshal & Manges LLP, and UBS.

Roxana has served on the Board of Trustees at Manhattan’s Friends Seminary, where she has also served as Chair of the Admissions/Financial Aid Committee, the Executive Committee, and the Diversity Committee of the Board. For 12 years, Roxana led Smart City Kids as the sole admissions consulting group to serve the entire New York University campus providing support to faculty, administrators, recruits, and NYU students in search of school placement for their children. She formerly served as an adjunct professor at NYU’s School of Continuing Education and Professional studies in the Career Education and Life Planning Department, where she taught educational policies. She was appointed to the task force responding to recommendations outlined by the visiting committee of the New York State Association of Independent Schools.

Beyond her significant expertise in the world of School Admissions, Roxana has both a Law Degree and a Master’s Degree in Social Work from Columbia University, where she majored in School Based Services for Children and Families. She is committed to the vision of helping students find the most ideal home. A parent of two children, Roxana is very active in her adult children’s lives. This lifelong New Yorker has been educated at every level by the NYC school system.

Roxana is a proud part of the following organizations:


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