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Roxana Reid, MSW

Founder & CEO

Roxana Reid founded Smart City Kids Inc. in 2001 with the goal of helping families identify the best public and private school options for their children. The firm was the first continuing education consulting service in the market to offer an in-depth, comprehensive approach to school advisory in New York City. Roxana Reid, a therapist and lawyer by training, created an approach to education consulting that guides families and students to self-actualize through their search for just-right educational fit. She and her team – advisors who are former admissions directors, school directors, placement directors, and teachers – work closely with each family to demystify their unique admissions processes. Roxana knows that true success is about finding the right match for the student. Smart City Kids has served the New York area for longer than any other education advisory company. It is the organization that schools, non-profit organizations, corporations, and agencies serving children and families go to 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. Roxana served on the education division board of Manhattan Media for 12 years, which highlights great schools from Nursery school through High School, public and private. She has served or currently serves as Placement Consultant, supporting ex-missions processes for over twenty top New York City nursery schools including JCP, York Avenue Preschool, Children’s Aid Society, and the Church of Epiphany Nursery School. 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, and 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. 

In 2007, Roxana founded Smart City Kids Tutors, a company dedicated to providing quality educational enrichment and support for students of all ages. 

Roxana holds 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. A parent of two, Roxana has navigated every step of the admissions process from Pre-School to College. 


Roxana is a proud part of the following organizations:  

National Association of Independent Schools  

Independent Educational Consultants  

Association National Association for College Admission Counseling 


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