Liz Smith
Phoenix,AZ
Summary
- Strategic Communications Leader with 25+ years of experience guiding narrative strategy, shaping public perception, and elevating visibility across financial, healthcare, justice, climate, and mission-driven sectors. I specialize in trauma-informed messaging, executive positioning, and transformation-era communications. Known for turning underrecognized work into national movements — with a track record of 500+ media hits, $18M+ in earned media, and award-winning thought leadership. I help organizations show up boldly, speak clearly, and lead publicly. Results at a Glance:
- 544 media placements
- $18M+ in earned media
- 19+ awards in one year
- 143% positive sentiment
- #2 share of voice
- 1.88B+ online reach
Overview
26
26
years of professional experience
Work History
Strategic Communications and Positioning
Freelance Communications
Phoenix, AZ
01.2019 - Current
- Designed and implemented a From Systems to Stories framework, reframing reentry and justice narratives from deficit to leadership-based models.
- Led brand strategy for a solo-owned health aesthetics business; achieved top-two Allergan injectable account regionally within 12 months.
- Delivered messaging architecture, executive voice, and comms strategy for nonprofits and social ventures across health, housing, and justice sectors.
Director of Strategic Communications and Marketing
Circle the City
Phoenix, Arizona
01.2024 - 01.2025
- Directed comprehensive media strategy, securing national coverage in NYT, AP, BBC, NPR, Reuters, and Politico
- Authored and launched a Climate Adaptive Communications framework to shift funding reliance from federal grants to philanthropy, licensing, and strategic partnerships
- Created trauma-informed brand strategy adopted across all service lines, increasing digital reach by 71%
- Leveraged extreme heat crisis storytelling to increase media-attributed donations from $15K in FY24 to $120K+ in the first week of FY25 — a 700%+ year-over-year increase
- Managed crisis communications and executive messaging during record-breaking weather and public scrutiny
- Developed internal comms architecture, including talking points and board briefings for C-suite
- Ranked #1 in AI search visibility (ChatGPT, Google AI, Perplexity) for key public health terms
- Featured in PBS/WETA documentary Caregiving (2025), produced by Well Beings and Bradley Cooper
- Led 19+ award submissions with a 91% win rate, positioning CTC as a national leader
- Communications Manager title. Solo department.
Social & Paid Media Strategist
Circle the City
Phoenix, AZ
01.2023 - 01.2024
- Launched trauma-informed digital content and paid media strategy for community and donor engagement.
- Created storytelling systems aligned with fundraising, capital, and programmatic goals.
- Boosted engagement metrics through mission-aligned, values-driven content delivery.
Copywriter
Volunteer Work
Phoenix, AZ
01.2015 - 01.2019
- Developed early messaging systems for startups and grassroots orgs.
- Provided strategic advisory to founders on narrative, differentiation, and community trust.
- Built comms frameworks from zero, including internal onboarding, pitch decks, and digital content.
- Volunteer
Property & Casualty Underwriting Communications
State Farm
Tempe, AZ
01.2014 - 01.2015
- Built internal comms systems to support underwriting compliance and training.
- Created templates that reduced processing errors by 25%.
- Streamlined workflows, improving communications efficiency by 30%.
- Maintained 100% compliance audit scores during tenure.
New Member Communications
USAA
Phoenix, AZ
01.2010 - 01.2013
- Translated complex financial and policy updates into consumer-facing scripts.
- Created communications for rate adjustments, disaster relief, and sensitive product rollouts.
- Strengthened member trust through compliant, clear messaging at key moments.
Vice President, Community Engagement & Branch Marketing
Chase Bank
Washington, Nevada & Arizona Markets
01.2000 - 01.2010
- Directed marketing and community communications strategy for high-performing retail branches in WA, NV and AZ.
- Led internal and external messaging during two national mergers. (Bank One → Chase, WaMu → Chase)
- Developed retention campaigns and outreach strategy that drove 240%+ customer acquisition.
- Managed teams of up to 20; ranked #1 in district sales performance for five consecutive years.
- Developed all customer-facing comms for product launches, regulatory changes, and crisis events.
- Left with Financial Center Manager title due to relocation, merger, and role elimination.
Education
Bachelor of Arts - Communication Studies
Arizona State University
Tempe, AZSkills
- Strategic Communications Planning
- Media Relations & PR
- Crisis Communications
- Executive Communications
- Digital Marketing Strategy
- Content Development
- Stakeholder Engagement
- Award Campaign Management
- Team Leadership & Development
- Budget Management
- Brand Positioning
- Reputation Management
Awards
- Media & Public Recognition:
- Featured in PBS/WETA’s Caregiving documentary (2025), produced by Well Beings & Bradley Cooper
- Elevated Circle the City’s national visibility as a climate-health innovator during crisis Organizational Awards (Nomination Strategy Lead): 19+ wins in 2024, including: Community Excellence Award (MCMS)
- Arizona Corporate Excellence Awards Finalist
- Mercy Care Rise Award
- Philip W. Brickner Leadership Award
- W.H. Marquardt Community Health Access Fellowship
Accomplishments
Donations growth: $15K → $120K in one week. (700%+ YoY increase)
Featured in PBS/WETA documentary Caregiving (2025), produced by Well Beings and Bradley Cooper.
Affiliations
- Member, Public Relations Society of America (PRSA) – Arizona Chapter
- Advocate for trauma-informed, equity-centered communications
Timeline
Director of Strategic Communications and Marketing
Circle the City
01.2024 - 01.2025
Social & Paid Media Strategist
Circle the City
01.2023 - 01.2024
Strategic Communications and Positioning
Freelance Communications
01.2019 - Current
Copywriter
Volunteer Work
01.2015 - 01.2019
Property & Casualty Underwriting Communications
State Farm
01.2014 - 01.2015
New Member Communications
USAA
01.2010 - 01.2013
Vice President, Community Engagement & Branch Marketing
Chase Bank
01.2000 - 01.2010
Bachelor of Arts - Communication Studies
Arizona State University