About Us
Reflective Marketing is a social media marketing agency that helps HVAC businesses dominate their market and grow their business.
In 2014, Krystal Hobbs realized that local businesses in her hometown of St. John’s, Newfoundland, Canada needed help using social media to get known and grow. Never one to shy away from a challenge, Reflective Marketing was born!
We began as a social media management company, matching the voice of businesses in various industries, posting daily, growing followings, and responding to consumers. As more clients wanted to use advertising to drive direct results, our service focus expanded to paid social media marketing, and we’re now proud to be among the top 1% of Facebook advertising agencies in the world! Beyond lead generation advertising, we offer clients our proven HVAC Lead Driver System to ensure they attract, nurture, and convert the potential customers flowing in from ads.
Ultimately, we know the struggle of growing a business in a local market and beyond, and we’re by your side every step of the journey. Our clients say we’re a part of their team, not just some outside vendor, and we genuinely care. We love to see our clients win, and we won’t give up until you do.
Tell us what your business needs, and we’ll make it happen with the power of social media!
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Krystal Hobbs
As the award-winning Owner & Strategist at Reflective Marketing, Krystal Hobbs has dedicated her career to helping HVAC and home service businesses get known and grow their sales using the power of social media. She is also the proud host of Beyond the Tools, a podcast for home service business owners. She’s actively involved in her local Canadian Home Builders’ Association, chairing its events committee and serving as a board director for 4 years.
Samantha Smith
Building and maintaining relationships is one of Sam’s biggest strengths when it comes to client success in the marketing realm. With a Bachelor of Arts from Memorial University, and an Advanced Diploma in Public Relations from NSCC, Sam’s career has spanned the non-profit, corporate and agency sectors. For her, communication, relatability and efficiency are key to client success, and her passion for all things marketing helps clients reach their goals and stay happy.
Outside of work, Sam enjoys hitting the gym, playing soccer & hockey, and spending as much time in nature as possible. Her most important role is as a mother to her son, Caleb, but she also has a passion for animals, and currently runs a non-profit that focuses on the prevention of cancer in dogs.
Camila Calle
Camila is an Ads Manager with experience in paid media, creative strategy, and content performance. She specializes in analyzing campaign data, identifying creative opportunities, and helping brands improve their advertising results through clear insights and strategic execution.
She has worked across Meta Ads and content-driven campaigns, supporting brands with competitor research, creative testing, reporting, and performance analysis. Camila combines a creative eye with a data-driven approach to help brands understand what is working, what needs improvement, and how to move forward strategically.
Magdalena Posada
Magdalena is a creative professional with a background in International Affairs and Art History. She loves developing innovative ideas, shaping stories, and bringing a unique perspective to every project. With a keen eye for detail, she enjoys creating engaging content and exploring new ways to communicate visually. Passionate about storytelling and sustainability, she is dedicated to building meaningful relationships and creating lasting connections. Outside of work, she finds inspiration in nature, dance, and crochet!
Andrew Benteau
Andrew brings a wealth of knowledge and expertise to the digital marketing landscape. Fluent in English and French, with intermediate Portuguese skills, he has successfully managed significant Google Ads budgets and developed effective PPC advertising initiatives. His professional experience spans roles as an Account Manager, Digital Marketing Specialist, and Sales & Marketing Manager. Andrew's passion for art and media, coupled with his commitment to work-life balance, drives his innovative and results-oriented approach to managing Google Ads campaigns.
Buddy the Dog
Known for relentlessly pawing his way to the top, Buddy the Dog has come a long way from his humble roots in rural Labrador. His desire to seek new smells has taken him to over 5 countries in the last year. When he's not snuggling or napping, he's keeping our social content engaging and our team smiling!