Coming to the U.S. as an immigrant has shaped every aspect of how I lead, especially in empathy and creating opportunities. I understand what it’s like to navigate unfamiliar systems, to interpret not just language but also expectations, and to work twice as hard to prove yourself. In franchise support, I focus on removing barriers, and helping each owner develop in ways that suit their unique strengths. Just as we personalise learning for students at Sylvan, we tailor our support for franchisees and team members alike.
One thing I wish I’d known early on about running a business in underserved communities is how crucial it is to stay adaptable and inventive. We had to step outside our comfort zone and rethink our approach – introducing payment plans, pursuing grant funding, and discovering new ways to make our programs accessible. Many of those solutions evolved into best practices still used across the Sylvan system today, proving that challenges often ignite innovations that transform how we serve families.
Having been a franchisee gives me a frontline perspective. I understand the daily challenges of running a center, which helps me ask questions that others might overlook, like whether an initiative genuinely addresses a franchisee’s core challenge and whether it’s practical enough to be adopted. My aim is to keep every plan actionable, scalable, and focused on meaningful results for both our owners and the brand.
We have a robust pilot process. Every new idea undergoes alpha or beta testing with a diverse group of franchisees across markets and experience levels. Their feedback helps us refine concepts, identify blind spots, and concentrate on tools and resources that add value. At Sylvan, innovation isn’t about constant change – it’s more about evolving thoughtfully and collaboratively, with franchisees at the center.
“Sylvan is more than a business – it’s a calling. And I am proud to have answered it”
Susan Valverde
I’d advise my younger self to trust your voice, even when you’re the only one in the room who sounds like you. Confidence doesn’t come from having all the answers; it comes from showing up again and again with curiosity, preparation, and a clear sense of purpose.
What still surprises me is how much leadership is about managing energy and emotion, not just strategy. This work is deeply personal to me, and the most challenging days are often about helping people stay hopeful and aligned through uncertainty. I continue to grow by staying curious, listening even when it’s uncomfortable, and surrounding myself with people who challenge my thinking. Most importantly, I focus on supporting our incredible franchisees because when they succeed, their impact extends far beyond the business.
I’m motivated by knowing that what we do at Sylvan genuinely transforms lives. We’re not just about teaching academic skills – we’re rebuilding confidence and helping children realize their potential. That kind of impact is rare and deeply meaningful. I hope my legacy is one of belief, so that every franchisee feels they are part of something important, every child feels seen and supported, and the brand grows not just in reach but in the depth of its impact. Sylvan is so much more than a business – it’s a calling. And I am proud to have answered it.
- Susan Valverde is Brand President of Sylvan Learning. Arriving in the U.S. from Mexico at age 12 without knowing English, Susan turned her passion for education into purpose. A former top-performing Sylvan franchisee in some of the nation’s poorest counties, she joined the corporate team in 2016. Today, she continues advancing the 500+ unit franchise alongside its parent company Unleashed Brands, the leading youth enrichment platform.
