For our member spotlight, Vanessa Yust, FSMPS, CPSM, sat down for a virtual chat with us to share what it means to be an SMPS Fellow. Vanessa is CMO at DAHLIN Architecture | Planning | Interiors.
Could you please share what it means to you to become an SMPS Fellow? I remember my first day in the A/E/C industry like it was yesterday, walking into a small architecture firm in San Francisco, handed an RFP I didn’t understand and a name I didn’t recognize: the local SMPS chapter president. That phone call was my first introduction to SMPS, and it changed the trajectory of my career. Within weeks, I found myself at a chapter luncheon, completely new to the industry but already welcomed like I belonged.
Since then, SMPS has been more than a professional resource, it’s been the foundation of my career and the reason I stayed in this field. Becoming a Fellow is deeply personal. It represents the culmination of nearly two decades of growth, community, mentorship, and leadership—but more importantly, it’s a commitment to keep giving back. This honor marks not just what I’ve done, but how I’ll continue to serve: by uplifting others, amplifying our profession’s value, and creating space for more marketers to thrive in this industry.
How do you see this designation changing or elevating your professional role? As the first chief marketing officer at my firm and a member of our executive leadership team, I already advocate for the strategic value of marketing at the highest levels of decision-making. But this designation adds weight to that voice, not just within my own organization, but across the industry. It’s an acknowledgment that marketing professionals can, and should, be at the forefront of business transformation.
I’m also fortunate to work at a firm that recognizes this honor on equal footing with the technical distinction of being named an AIA Fellow. That level of parity is powerful. It reinforces that leadership in marketing and business development is just as vital to a firm’s success as design excellence. This validation strengthens my ability to influence firmwide strategy and mentor others on a path to executive leadership.
This recognition will help me continue shifting perceptions around what marketing leaders bring to the table—from revenue strategy and client experience to equity and brand innovation. It also gives me a greater opportunity to connect intentionally with senior peers and emerging professionals alike, helping others see what’s possible when we bring creativity, data, and purpose together in our work.
What would you like to accomplish as an SMPS Fellow as it relates to the Society or A/E/C industry? I have four clear priorities as a Fellow. First, I want to support the SMPS Foundation by shaping and promoting research that speaks to the future of our field, such as AI-driven business development, the evolving role of CMOs, and market expansion strategies. Second, I want to be a consistent and visible mentor at the chapter level. SMPS San Francisco is one of the largest chapters in the Society, yet we have relatively few Fellows. I want to change that by staying accessible and involved, particularly for those who are just finding their voice and footing. Third, I hope to foster a stronger peer community for senior marketing professionals.
Too often, once we reach executive roles, we lack structured spaces to continue learning from each other. I want to change that—creating opportunities for collaboration and support among those navigating the complexities of leadership. And finally, I want to elevate my firm and my team. Being a Fellow gives me a broader platform to forge national connections, support our market growth, and inspire bold thinking internally. I believe that the ripple effects of this recognition can stretch far beyond my career, to my firm, my team, and the clients and communities we serve.
How would you like to be a resource to SMPS members? Mentorship has been a throughline in my SMPS journey—from the moment I joined Mentoring Pathways as a new coordinator to now, where I coach and guide others through their own growth. Whether it’s helping someone prepare for CPSM certification, navigate a career transition, or step into their first leadership role, I find deep fulfillment in offering both encouragement and strategy.
I also bring the lens of a trained executive coach, which allows me to support professionals in aligning their values with their decisions and discovering new strengths. My goal is to meet people where they are, help them identify what’s possible, and provide the tools and confidence they need to get there.
Beyond one-on-one mentoring, I want to continue creating environments for learning and connection, whether through study groups, leadership forums, or speaking at SMPS events. We grow fastest and strongest when we learn from each other, and I’m excited to keep creating space for those conversations.
Any final thoughts? This distinction is not the end of something—it’s the beginning of a new chapter in how I serve. My path in this industry hasn’t always been easy. I’ve been the only woman in the room, had to learn how to negotiate my worth, and faced challenges that pushed me to the edge. But I also had SMPS. I had mentors, peers, and programs that gave me the confidence to keep going and the skills to keep growing.
Now, I want to be that steady source of support for others. I want to help more marketers see that there is space for them at the table—that they can lead, influence, and thrive. Becoming a Fellow allows me to do that with greater visibility and impact. I’m ready to keep learning, keep mentoring, and keep shaping the future of this profession that has given me so much.
