With a career spanning public sector operations, communications and business support, Bailey McCormack brings a systems-focused, people-first approach to operational excellence at SmartPA.
Bailey has played a key role in shaping SmartPA’s delivery model, overseeing both Corporate Service Delivery and the SMB-focused team within the Centre of Excellence – a department that evolved out of servicing SMB clients at its core.
In the latest instalment of our human element series, we spoke to Bailey about operational excellence, recruitment, and how SmartPA continues to evolve its service model to meet changing client needs.
Q: Bailey, can you briefly describe your role at SmartPA?
Bailey: My role focuses on ensuring our operational structure supports both our clients and our PA community effectively. That includes overseeing how our teams are organised, how we deliver services and how we continue to scale as the business grows.
I originally joined SmartPA in a business support role when the corporate service delivery team was still very small. Over time I’ve had the opportunity to help shape the department as it’s grown into a global team of more than 50 people.
A big part of my role now involves looking at the systems and frameworks that underpin our service, making sure they enable our teams to work efficiently while maintaining the high standards our clients expect.
Q: How has your background influenced your approach to operations?
Bailey: My career path hasn’t been a completely traditional one, and I think that’s actually been really valuable. Working across different sectors teaches you very quickly how different organisations operate and how important adaptability is.
That experience has shaped how I approach operations today. I’m very focused on creating clear structures and processes that support excellence, but also ensuring there’s flexibility built in so our teams can respond to different client environments.
In a virtual model especially, strong systems are essential because people aren’t sitting in the same office. The structure has to support collaboration, consistency and confidence across the team.
Q: Recruitment is clearly a big part of building strong operations. How does SmartPA approach hiring?
Bailey: One of the key things we focus on is looking beyond traditional career paths, and instead identifying individuals who align with our EPIC values – Excellence, Passion, Integrity and Collaboration.
The ideal SmartPA isn’t necessarily someone who comes from a traditional PA background. What matters more is a commitment to excellence in delivery, a genuine passion for supporting others, and the integrity to take ownership and deliver consistently in a fast-paced, virtual environment.
We look for people who are comfortable navigating digital tools, who have a strong work ethic, and who are naturally organised and personable. Our Virtual PAs work closely with both clients and internal teams so being able to collaborate, communicate effectively and adapt to different ways of working is essential.
To support this approach, we use skills-based testing as part of our recruitment process, which allows us to assess candidates on their practical abilities and behaviours first before reviewing their CV. This helps to reduce the unconscious bias that can come from relying solely on job titles or previous roles and ensure we’re selecting people who can truly deliver value.
Q: Why is that broader view of experience so important?
Bailey: Because some of the most successful people in our teams come from very varied backgrounds.
We’ve welcomed individuals who previously worked in teaching, hospitality, events and other sectors where organisation, communication and multitasking are essential. Those environments often build exactly the kinds of skills that translate well into a virtual assistant role.
Sometimes clients initially expect someone with a very traditional background, but in practice the ability to manage relationships, navigate multiple systems and stay organised under pressure is often far more important.
Q: How do you ensure new team members are fully prepared for the role?
Bailey: Training and development are a huge part of our model.
We have a comprehensive onboarding programme, alongside an accredited professional development framework that supports our PAs as they grow within the business. The goal is to ensure everyone joining the team has the tools, confidence and knowledge they need to succeed.
By investing in structured training early on, we can give both our team members and our clients confidence that the support being delivered meets SmartPA’s standards.
Q: SmartPA’s client base is diverse. How do strong operational systems support service delivery?
Bailey: For us, it’s not just about what we deliver, it’s about how we deliver it.
The SmartPA method is built around service design, underpinned by robust operational practices and a strong sense of integrity. We start with a detailed discovery phase to fully understand how each client operates; their priorities, ways of working and where their pressure points are.
From there, we develop client-specific playbooks which bring together a set of Standard Operating Procedures (SOPs) and service standards tailored to that organisation. This creates a clear, structured approach to delivery ensuring consistency, quality and continuity across the support we provide.
There’s also a real passion across our teams for improving the way people work. We’re always looking for ways to refine processes, remove inefficiencies and deliver a better experience.
Our operational frameworks give us a strong foundation, while our playbook approach allows us to remain flexible and responsive. That balance means we can scale our services effectively while still delivering support that feels tailored, consistent and genuinely valuable.
Q: Finally, what does operational excellence mean to you?
Bailey: For me, operational excellence is about creating an environment where people can succeed.
That means having the right systems, the right processes and the right people in place so that work flows smoothly and clients receive reliable, high-quality support.
When those pieces come together, it allows our teams to focus on what they do best — helping clients stay organised, productive and focused on the bigger picture.
About SmartPA
SmartPA is a leading provider of transformative business support services, disrupting the industry with our highly skilled teams and proprietary methodology, which is enabled by technology and supported by Generative AI.
We help organisations simplify admin and scale faster by combining process optimisation, simplification and cutting-edge technology.
We deliver measurable ROI and unlock potential by removing administrative burden, allowing our clients to focus on top-line growth while we deliver bottom-line impact through data-led decisions.
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