Alida Smith
Strategy Director
Alida Smith is a strategic marketing executive with significant experience developing and implementing strategic planning, brand, marketing, and digital strategy, multichannel marketing initiatives, and creative campaigns that engage audiences in resonant ways — attracting and retaining audiences by fostering affinity, sustaining loyalty, and enabling advocacy.
She has experience in both the public and private sector, including non-profit, higher education, insurance, health and wellness, consumer packaged goods, and retail.
An optimistic and solutions-oriented leader, Alida currently serves as Strategy Director of VENN, leading all strategic planning, brand strategy, and organizational and operational advising. She relishes finding clear and compelling paths forward in the midst of complex situations and is known for delivering against goals in measurable and sustainable ways by building strong relationships and partnerships across functions, levels, and organizations.
Alida previously served as Chief Marketing Officer at Pelotonia, a non-profit organization dedicated to raising funds for innovative cancer research. Her strategic leadership of the brand, marketing, communications, and merchandise functions contributed to the organization’s rebound from the pandemic and return to $25+ million in annual fundraising.
Prior to her time at Pelotonia, Alida held progressive marketing leadership positions at Carnegie Mellon University, The Ohio State University, Fitch, Ologie, and Alliance Data. In 2022, she was recognized as an innovator and leader in Columbus CEO’s Future 50.
An alumna of The Ohio State University, Alida earned her Master of Business Administration from Max M. Fisher College of Business. She also holds a Bachelor of Science in Business Administration from Bowling Green State University.
Alida and her husband Greg have resided in Columbus, Ohio for more than 20 years and have two children.