2019 One Show Cultural Driver Jury
SVP, Communications & Strategy
Latraviette D. Smith-Wilson is a communications and branding executive skilled in corporate, brand, multicultural and non-profit marketing and public engagement strategy. Over 20 years, she has built a track record of developing internal and external integrated marketing programs that enhance reputation, grow mind share and engage target markets to drive business goals.
Smith-Wilson is currently Senior Vice President of Strategy & Communications for Sundial Brands, the beauty and personal care manufacturer of brands including SheaMoisture, Nubian Heritage, Madam C.J. Walker Beauty Culture and Nyakio. As a member of the senior leadership team and the Office of the CEO, she is responsible for external and internal communications strategy and alignment, including corporate brand identity and positioning; content creation; thought leadership; executive communications; media relations; issues management; social and digital; experiential marketing; strategic partnerships; Community Commerce amplification; employee engagement and reputation protection. She also previously served as interim head of the brand marketing team, overseeing the Community Engagement team (e.g. brand PR, social, digital, influencer, events and paid media) and launched the company’s first integrated national media campaigns – “Break the Walls,” awarded WWD/Beauty Inc.’s 2016 “Ad Campaign of the Year” and “What’s Normal,” awarded Best Beauty Campaign in 2016 by Yahoo’s Diversity in Beauty Awards (DIBs).
Prior to Sundial, she served as Senior Advisor to the President & CEO of the National Urban League. Previously, Smith-Wilson served as Vice President, Global Diversity & Inclusion at American Express, where she led an international HR team across Asia, Australia, and Europe focused on women’s/gender initiatives, employee networks, global talent segmentation, and cultural intelligence. Smith-Wilson joined American Express from Edelman, where she served as Senior Vice President, Global Communications. Previously, Smith-Wilson also worked in National Marketing at Deloitte. She began her career in journalism working for CNBC in the U.S. and London and UPN News - NY market.