Smita is President of Assembly (a bespoke Edelman agency built for Microsoft) and co-leads the Global Client Relationship program for Edelman, overseeing the firms’ top Global Clients.
In her role, she is responsible for elevating client experiences, driving growth across geographies, sectors and several disciplines such as strategic planning, earned media, social/digital, corporate advisory and sustainability. In leading Assembly Media as President, Smita leads a global team, in 25+ markets, to define Microsoft's brand communications, social media and digital strategy & execution, content & production and corporate advisory. In her role as co-lead for the Global Client Portfolio she is responsible for delivering on client excellence, driving growth and helping to lead the firm’s Global clients and those respective Global client leaders for success.
In her 15 years at Edelman, Smita has held several roles for the firm including Global Chair, Food & Beverage sector, US Brand Chair and a Global Client lead for Unilever and PepsiCo.
Her creative and strategic chops have been applied to building established and emerging brands in beauty & personal care, food & beverage, technology, fashion and media industries. Her current and past clients include Unilever, Microsoft, American Express, PepsiCo, Starbucks, YUM! Brands (Taco Bell and KFC) and HP and she has spearheaded partnerships with the World Economic Forum, the NFL, New York Fashion Week, and Sony Entertainment.
Smita was named PR Week’s “40 Under 40” and was selected as a Juror for the Cannes Lion Awards: Glass Lion for Change, given her extensive background in Purpose marketing initiatives. She has led Edelman’s iconic and most awarded work for Dove and the Campaign for Real Beauty. Her work across clients has garnered industry awards including multiple Cannes Lions, Association of National Advertisers, Effie’s and PR Week awards.
Smita sits on the Board of Trustees for the University of Wisconsin-Madison’s Name, Image & Likeness (NIL) program known as “The Varsity Collective” and is on the Board of Directors for Careers through Culinary Arts Program (C-CAP), a workforce development nonprofit that provides underserved teens a pathway to success in the culinary field.
Smita lives in New York with her husband and two daughters.