I spent 9+ years inside enterprise SaaS helping businesses get real value from their tech. Now I build AI employees for consultants and service businesses — the kind of systems I wish existed when I was on the other side of the table.
I'm Sabrina Sykes-Gelder, founder of SSG Advisory, based in Gatineau, Quebec. Before founding SSG Advisory, I spent over nine years working inside enterprise SaaS — managing strategic accounts, building Customer Success functions from scratch, rescuing at-risk clients, and helping businesses turn expensive software into measurable outcomes.
That career gave me something most AI consultants don't have: I've been on the client's side of the table. I know what it feels like to adopt new tech under pressure, to defend ROI to a CFO, and to be the person responsible when something doesn't deliver. That perspective shapes everything I build.
SSG Advisory exists for what I call the Invisible Expert — consultants, coaches, and small service businesses whose expertise is undeniable, but whose visibility, sales, and operations can't keep up. I build AI employees that take those functions off their plate. And every system I recommend has been tested and running in my own business first.
Every AI system I build for clients runs in SSG Advisory first. No untested recommendations.
9+ years managing enterprise SaaS accounts means I understand what makes clients actually succeed with new technology.
Voice AI, automation workflows, CRM pipelines, content systems — I design and deploy the whole stack.
Field CS Manager of the Year and Customers for Life Award recipient at The Access Group.
I design and deploy AI employees that replace specific human roles in your business — scoped, priced, and built to deliver a measurable return from day one.
Consistent LinkedIn content, newsletter, and short-form video — your voice and expertise, without the daily grind. Built and running inside my own business.
Inbound lead qualification, objection handling, follow-up, and calendar booking — 24/7, with no human involvement required until the strategy call.
Client onboarding, check-ins, FAQ responses, and communication touchpoints — keeping clients engaged without consuming your calendar.
A 2–3 hour deep dive into your business to identify where AI can eliminate bottlenecks. Full written report with ROI projections. Audit fee credited toward a full build.
Not sure where to start? See the AI employees in action before booking anything.
See it in action →Every AI Audit delivers a written report structured around three sections. Here's a representative example of what a client receives.
Real systems, built and deployed — in my own business and for clients. Each one solves a specific operational bottleneck that was costing time or money.
Built a fully automated inbound-to-booked-call pipeline using two AI voice agents. The first agent (Grace) demos AI live on a prospect's first call — using their own website data. The second (Isabella) handles the full sales qualification conversation and closes to a calendar booking. No human involvement until the strategy call itself.
Designed and deployed an AI-powered content engine producing LinkedIn posts, newsletter content, and short-form video 3–4 times per week — in the founder's voice, without daily manual effort. Content managed in Notion, automated through a connected stack of AI and workflow tools.
At The Access Group, I helped shape the CS function from the ground up — joining a team of 8 where no formal CS practice existed. As the team grew to 150+, inconsistency became the problem: new hires ramped at different speeds, account plans varied by person, and there was no shared standard for reviews or documentation. I stopped the reactive cycle and built one simple structure the whole team could use — a shared success plan template, a standard QBR format, and a clear Salesforce documentation guide, supported by walkthroughs and office hours. New hires ramped faster, handoffs improved, and leadership could trust the data again. Later, at NuEnergy.ai, I built a CS function from scratch as the first CS hire — delivering 100% retention on a $2.2M Government of Canada account.
The Access Group · 2019
The Access Group · 2017
CIPD, United Kingdom
Certification Completed
Isabella Bedoya / IzzyGPT · 2026
Active
Previously held
"One of the most dependable and high calibre Customer Success professionals I've worked with. She balances relationship management with commercial awareness exceptionally well, always focused on delivering value while protecting the wider business."
"Her external interactions with partners were always highly positive, results driven, well choreographed, and appropriately structured. She has a keen focus in building strong relationships with stakeholders by earning their trust and ensuring mutual success."
"Sabrina's depth of what CS means goes beyond just delivering a great customer partnership. She epitomises the mindset needed to truly be the customer advocate — understanding their goals, strategies and challenges, and how to demonstrate value continually."
"Sabrina consistently went above and beyond to understand our unique business needs and proactively addressed any challenges. Her strong analytical skills were instrumental in identifying opportunities for process improvements and optimizing our workflows."
"The feedback from both her customer portfolio and colleagues was consistently glowing. Sabrina is one of the most diligent, hard working and fun people I've had the pleasure of working with."
"An accomplished HR Director and a digital whiz. She led the HR function and was a member of the Senior Management Team. She is an extremely conscientious person and always went the extra mile to help and support colleagues."
From enterprise CRMs to self-hosted AI infrastructure — I work across the full range of tools that modern service businesses need.
Book a 20-minute strategy call. We'll look at your business, identify the highest-leverage place for AI, and I'll tell you exactly what a build would involve — and what it would replace.