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avatar for L. Michelle Smith

L. Michelle Smith

AT&T Global Marketing Organization
Director

L. Michelle Smith is a consumer insights expert who is helping one of the world's most respected Fortune 10 companies prepare for our nation's new reality-- an unwired, digitally-driven, multicultural and global society.

Michelle leads Citizenship & Sustainability efforts for the AT&T Global Marketing Organization and specifically owns the voice and timbre of diversity for the company. She directs programs for nine segments across multiple business units which make up the fabric of our country: women, veterans, LGBT, disability, 50+, Millennials as well as the three multicultural segments—African American, Hispanic and Asian.

She has more than 20 years’ experience as an integrated marketer and communicator at global agencies and her own boutique agency.

Her insights-driven campaigns take on heavy issues and light-hearted topics that endear consumers to the AT&T brand. Her teams bring home the most impressive awards and results--billions of impressions by the year. Each major initiative begins with a core insight, establishes an authoritative voice then seeps into the hearts and minds of consumers.

With campaigns like Inspired Mobility, Live Proud and It Can Wait, her teams have taken segment programs total market and general market programs to the segments. She built a non-existent diversity communications practice in only a few years and continues to refine her approach to culturally-nuanced integrated marketing.

She calls herself a “Gladwellian Connector” and proved it recently when she converged some of the nation’s most influential women in entertainment, corporate America and Madison Avenue in one place to celebrate sisterhood connections in honor or NYT Best Selling author and blogger Luvvie Ajayi at an invitation-only dinner on behalf of AT&T in Phoenix at the Black Enterprise Women of Power Summit.

She is also a self-proclaimed “Intrapreneur.” She is working to launch an accelerator within AT&T to address the new changing market.

She is in constant demand as a speaker, facilitator, and host delivering keynote addresses and has been featured on panels across the United States for Brand-Innovators at their summits in Dallas, NYC Social Media Week and SXSW, Black Enterprise Women of Power Summit, Howard University’s Annual Social Media Conference, the National Black Public Relations Society, Public Relations Society of America (PRSA) global conference, Blogging While Brown, Black Enterprise Entrepreneur Summit and other major venues. Internally, she has hosted all-employee webcasts and facilitated and finessed highly-sensitive conversations with leaders at the Employee Resource Group Conference in the wake of tragedy in Dallas in July 2016.

Michelle is also a frequent contributor to Black Enterprise where she focuses on the intersection of technology, culture and marketing.

Industry leaders have said that when Michelle speaks it cause ripples across the marketing industry. She’s been called The Culture Guru, as she spreads a gospel about how multicultural markets are the new mass market.

When she isn’t on the road speaking and launching multi-year initiatives with top talent on behalf of AT&T like Rev Run of Run DMC fame, she’s chasing after the love of her life, her 4 year old daughter Joni, whom she says has even more smarts and tenacity than she does.