Lace Smith

Associate Vice President

Lace M. Smith

Status:Working Hybrid

  • Professional
  • Biography


  • M.B.A., Business, Pacific Lutheran University - School of Business
  • B.A., Studio Art, University of Puget Sound


As Associate Vice President of Marketing & Communications,¬†Lace M. Smith leads the MarCom department. Smith’s teams include the design group, content development, web design, and customer service. Smith is responsible for developing and implementing a content strategy integrating website, social media, and digital campaigns with print and external communications. This strategy aims to raise the visibility of PLU and inspire connection with prospective students and their families, current students, alumni, donors, influencers/thought leaders, and community members.

Smith joined Student Involvement & Leadership at PLU in 2005. Smith earned a bachelor’s degree in studio art from the University of Puget Sound and an MBA from PLU.

Smith most recently served as the Executive Director of Content Development at PLU and was directly responsible for curating adaptive and sharable content that can be centrally managed and delivered through evolving media sets.