Lace Smith
About
Degrees
As Associate Vice Chancellor for Branding & Communications at the University of Washington Tacoma, Lace M. Smith provides strategic leadership for brand management, marketing, and communications initiatives that strengthen UW Tacoma’s identity and engagement with key audiences. Responsibilities include guiding integrated strategies across digital, print, and external platforms to elevate visibility, foster community connection, and advance institutional priorities.
Prior to joining UW Tacoma, Smith served in progressive leadership roles for 20 years at Pacific Lutheran University, most recently as Associate Vice President of Marketing & Communications. Career achievements include directing teams in design, content development, digital strategy, and retail operations, as well as leading the creation of adaptive, shareable content designed to expand reach and impact across multiple media.
Smith holds a bachelor’s degree in studio art from the University of Puget Sound and an MBA from Pacific Lutheran University.