Leslie T Smith

Head of Marketing and Communications @YMCA of Silicon Valley

Santa Clara, CA, US

Now helping a mature, established brand in the non-profit sector, out of the pandemic and through a digital transformation into performance marketing and growth practices. Key Functions & Skills: growth marketing, demand generation, customer acquisition, advertising & media buying (radio, CTV, mail, print), digital transformation, paid search, organic Google, social media management, CRM, new service launch, program management, process innovation, collaboration & team leadership, data-driven decision making, budgeting.Vision / Marketing Strategy: Expanded audience reach that grew membership despite pandemic challenges by introducing new member services and targeting previously unserved audiences.Digital Expertise: Reduced customer acquisition costs (CAC) and significantly boosted Return on Ad Spend (ROAS) through new customer acquisition strategies in Paid and Organic Google campaigns, social media, CTV, and radio.Brand Building: Increased brand awareness driving a significant lift in direct traffic through digital, offline, and strategic PR campaigns.

Northwestern University

Marketing/Marketing Management, General

Boston University - School of Management

MBA

Università Bocconi

Luxury Fashion Management