Krista Smith, VP, Marketing and Communications

Krista Smith, VP, Marketing and Communications

Krista Smith started her love affair with the beauty and fashion industries while she was still in high school, working part time at a cosmetics counter in an upscale department store. She worked her way through college and landed her first official marketing position upon graduation of her bachelor’s degree with CBS & UPN Television in Detroit (owned by Viacom)—where she also fell in love with marketing.

From Viacom, she moved on to directly manage a marketing program for a small, private college that offered programs in Fashion Design, Graphic Design, and Interior Design—combining her passions of beauty, marketing, and higher education into a viable career path. Being one of many locations, she soon found herself responsible for overseeing the marketing program for all campus locations.

After many years with the school group, Krista decided it was time to learn another side of the business and accepted an opportunity with an interactive marketing agency in Chicago where she oversaw a team of web designers, media buyers, and analysts. Under her direction, she was able to increase marketing efficiencies for the firm’s many higher education clients and implemented many new tools and strategies that are still in use today. When Krista left the agency, she began consulting small businesses and crossed paths with Tricoci University of Beauty Culture, where she accepted a full-time position.

Now, as Tricoci University of Beauty Culture’s Vice President of Marketing & Communications, Krista uses all her past experiences and many talents to elevate the brand. The beauty college has already grown in student population, program offerings and campus locations during her tenure.

As a Tricoci University Design Team member, Krista helps guide the art direction, photo shoot production, project coordination, student competitions and communication plans. And while she’s not a licensed cosmetologist or esthetician, she is definitely a beauty enthusiast and self-described product junkie—a perfect fit for the design team.