Urban Land Institute lands new CMO

Steve’s breakdown: This position is a new one so we expect a lot of movement in their membership marketing.

WASHINGTONDC: The Urban Land Institute (ULI), a global research and education institute dedicated to responsible land use and creating thriving communities, has appointed Adam J. Smolyar as its chief marketing and membership officer. Smolyar has extensive experience in branding, strategic communications, marketing, membership recruitment and retention, and information technology.

The chief marketing and membership officer position, a new one for the institute, was created as part of ULI’s global evolution initiative that is being implemented to enable ULI to more effectively serve its membership of 38,000-plus land use and real estate experts worldwide.

Smolyar is part of the executive staff team headed by ULI Global Chief Executive Officer Patrick L. Phillips. As chief marketing and membership officer, he will work with the institute’s leadership to strengthen member engagement and improve the member value of ULI’s many offerings, ultimately reinforcing its reputation as the preeminent global authority on land use and urban development. This will include the creation and implementation of a global strategy to raise brand awareness, enhance product and service innovation, and improve market penetration.

In his global role at ULI, Smolyar will oversee the marketing, membership, strategic communications and information technology teams, and he will lead a coordinated effort to showcase the wide range of ULI programs, products and services that support the development of prosperous, resilient and livable communities around the world.

“We are delighted to have Adam on board at ULI,” said ULI Global Chairman Randall K. Rowe. “He shares our commitment to improving people’s lives though better communities, and his skill set is an excellent match for his responsibilities as ULI’s chief marketing and membership officer. Adam’s contributions will be key in terms of strengthening member-to-member connections and developing new opportunities for knowledge sharing.”

“Adam will help expand ULI’s reach and raise its visibility on a global basis,” Phillips said. “We’re excited to have him on our team at such a pivotal time for the Institute. Adam’s nonprofit and corporate experience will serve ULI well as we seek to improve member engagement and the member experience, and to create new opportunities for real estate leadership at the local, regional and global levels. He has a solid understanding of what is needed to reinforce ULI’s brand as the premier organization for community building in the 21st century.”

“ULI’s mission is inspiring and I am thrilled to be joining ULI as its first chief marketing and membership officer,” Smolyar said. “Working together with ULI’s leadership and staff, my primary focus will be on the totality of member experience.  I am excited by the opportunities to enhance the value of ULI membership and improve ways to distribute and market ULI content globally.”

Smolyar has more than 15 years of experience in marketing-related functions, including brand management, marketing and communications, digital/social media marketing, marketing research and analysis, customer/membership experience, and technology initiatives. Most recently, he served as senior vice president of strategic communications at the New York Cityheadquarters office of Savills Studley, a global commercial real estate services firm specializing in tenant representation. While there, Smolyar led marketing and communications efforts to strengthen the firm’s positioning as a global industry thought leader.

Prior to his service at Savills Studley, Smolyar was the chief marketing officer for The Jewish Federations of North America, where he led the organization’s rebranding with a new name, logo, tagline and brand architecture, which significantly raised overall awareness of the organization. Smolyar’s career also includes senior strategic marketing and business development roles at the Blue Cross and Blue Shield Association in Chicago; Pitney Bowes in Stamford, Connecticut; and KPMG Consulting in Boston.

Smolyar holds a Master of Business Administration degree from Harvard University, and a Bachelor of Arts degree in political science from Boston University.

About the Urban Land Institute
The Urban Land Institute is a nonprofit education and research institute supported by its members. Its mission is to provide leadership in the responsible use of land and in creating and sustaining thriving communities worldwide. Established in 1936, the institute has more than 38,000 members worldwide representing all aspects of land use and development disciplines. For more information, please visit uli.org  or follow us on TwitterFacebookLinkedIn, and Instagram.

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