If you’ve spent any time on the "NYC Influencer" side of TikTok or Instagram lately, you’ve definitely seen her. Victoria Hiegel is the girl who basically made "Day in the Life of a Personal Assistant" a viral genre. She’s running through the West Village, she’s at Bergdorf’s picking out specific $2,000 loafers, and she’s always—and I mean always—wearing those headphones.
But there is one thing she never actually says. She never name-drops the person signing the checks.
Naturally, the internet has turned into a collective of amateur private investigators trying to figure out Victoria Hiegel: who does she work for? It’s the million-dollar question for her 300,000+ followers who watch her curate high-end gift baskets and organize literal walk-in closets that look like boutiques.
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The Secret Boss: Who is Stephen Doyle?
Most people think she works for a celebrity. Like, a movie star or a pop singer. It makes sense, right? The lifestyle is flashy. But the reality is actually a bit more "Succession" and a bit less "Hollywood."
According to various deep dives and older professional trails (before she became a full-blown creator), Victoria Hiegel works for Stephen Doyle.
Who is he? He isn't a Kardashian. He’s the Managing Director of SJD Capital, a private investment firm based in New York. Basically, he’s a high-level finance executive. While some influencers serve actors who are rarely home, Victoria seems to manage the world of a high-net-worth family that stays very busy in the city.
Is She Actually a Personal Assistant?
There is a weird corner of Reddit that thinks the whole thing is a "creative project." They claim she’s just an influencer playing a character.
Honestly? That’s probably not true.
If you look at the sheer volume of errands—the dry cleaning, the specific floral arrangements, the grocery hauls for things she doesn't even eat—it’s too much work for a "bit." Plus, she has been doing this long before she was getting brand deals from A.L.C. or luxury skincare lines.
That said, the line is definitely blurring. She is a Personal Assistant, but she’s also a Gift Curator and a Stylist. And now, she’s a singer-songwriter with tracks like Paris and California Weather. She’s using the "assistant" gig as a launchpad for her own creative dreams. It’s actually pretty smart.
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Why People Are Obsessed With Her Job
It’s the mystery. We love a "peek behind the curtain" of how the 1% lives, and Victoria provides that without actually exposing her boss’s privacy. You see the shoes, but you never see the feet.
You see the kitchen, but never the person eating the $40 artisanal granola.
What Most People Get Wrong
The biggest misconception is that her life is just shopping.
If you’ve ever worked in admin or assistant roles, you know it’s actually a logistical nightmare. It’s 9:00 PM emails about a missing package. It’s making sure the "right" kind of water is in the fridge before a flight lands. Victoria makes it look aesthetic because, well, she’s good at content. But at the end of the day, she's an employee.
Some fans even speculated she worked for a female surgeon or a "tech queen," mostly because the gifts she buys often feel very feminine. However, the connection to SJD Capital is the strongest lead we have.
Actionable Insights: Can You Do This Too?
If you’re watching Victoria and thinking, "I want to get paid to shop at Hermès," here is the reality of entering that world:
- NDAs are everything. If you want to work for the elite, you have to be comfortable never talking about them. Victoria is a pro at this. She shows the work, not the person.
- Networking is local. Most of these high-end PA jobs aren't on Indeed. They are through boutique agencies in NYC, LA, or London that specialize in "Private Staffing."
- Taste is a skill. Notice how she doesn't just buy "stuff"? She buys the right stuff. Curating a "look" for someone else requires a deep knowledge of brands and trends.
- Multi-hyphenate or bust. Victoria isn't just an assistant; she’s an editor, a videographer, and a brand. In 2026, even "assistants" need a personal brand to survive.
She’s basically the modern-day version of the "Girl Friday," but with a TikTok account and a budding music career. Whether she stays with Stephen Doyle and SJD Capital forever or ends up selling out Madison Square Garden, she’s definitely figured out how to make "working for the boss" work for her.
The next time you see her running through Manhattan with those headphones on, just know she’s probably on a call about a vintage lamp or a specific shade of beige paint. It’s a weird job, but someone’s gotta do it.
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Check your local luxury staffing agencies if you think you've got the organizational stamina to handle the "elite" lifestyle. Just be prepared to sign a very long legal document before you start.