Marketer Spotlight: Walton Smith

1. Tell us a bit about your career journey – how you got started and what led you to where you are today?

As a child, I always loved commercials. I’m a huge fan of the Super Bowl – not because of the actual sport, but because of all the commercials that made us laugh, cry, and feel something real. From an early age, I noticed the impact that words and imagery can have on us as consumers, evoking emotions and spurring us to take action. This fascination led me to explore all aspects of media and marketing in college, interning at Serious XM, my school’s radio station, and even with the Grammys. Throughout it all, I always found myself gravitating to organic social. Whether I was interning at a festival or working at the radio station, I was creating content. So, now I have my own media firm – Black Woman Owned – that provides advertising for organizations trying to reach black women entrepreneurs. I also provide organic social and marketing advisory for those same entrepreneurs.

2. Speaking of social, do you have a favorite channel?

Right now, it’s LinkedIn and Threads. The engagement on Threads is much more light-hearted—not quite what Twitter used to be but it feels like a better space than what X is right now. It’s refreshing. And LinkedIn is just amazing. It’s a power tool.

3. What’s your marketing superpower?

Community building and raising awareness through organic social. I’ve always been a connector of people.

4. What’s one piece of advice you’d give to your younger marketing self?

I would say be more organized – and not in the way you’d normally think. Over the years, I’ve built frameworks and social media strategies for so many companies, but I never archived that work for myself. I wish I had saved everything to build on instead of starting from scratch every time—especially in the startup world, where existing frameworks are rare.

5. Who or what has been the most significant influence on your career and why?

Mia Davis. Back in college, I invited her to speak at an event I organized for Women’s History Month, where women in media shared their experiences with students. We stayed in touch, and I when the opportunity to work with her came up, I seized it. Since then, she’s opened so many doors for me. I often refer to her as my “work mom” because of the incredible support and mentorship she’s given me. She believed in me when I doubted myself and helped build my confidence in my own capabilities. Everyone should have a Mia Davis in their corner!

6. What tip would you give to a marketing grad preparing for their first job interview?

Brush up on what it means to analyze data. Employers want candidates who can use data to make informed decisions and recommendations.

7. What’s the top trend shaping the marketing industry, particularly for organic social?

I see a lot of people selling across social platforms, creating QVC-type TikToks. It’s transforming social commerce by making the buying experience more immediate and interactive, rather than something to scroll past. It’s a game-changer.

8. Favorite free marketing tool?

ChatGPT. It’s a great way to play around with ideas, get more organized, and even learn tone. You can input a persona and get feedback on how to present content to that core audience. It’s a great tool, especially if you’re new to an industry and aren’t familiar with the exact tone of voice you should use. Grammarly is also a must – and the free version is pretty good! 

9. What quote do you live by?

“Say what you mean and mean what you say.”