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Samantha Smith, director of marketing and communications for Thoroughbred Aftercare Alliance since February 2023, can’t remember a time when horses weren’t a part of her life. A native of Syracuse, New York, she attended horseback riding camps from her early childhood and took her first horseback ride while in middle school, competing in the hunter/jumper class. She has also been exposed to horse racing from her early childhood through her father, who is the owner of Standardbreds.
Smith, 32, graduated from the University of Kentucky in 2014 with a degree in animal science and a minor in biology. Initially, she considered a career in veterinary medicine and worked as a veterinarian at Hagyard Equine Medical Research Institute. As she learned more about the horse industry she shifted her focus as she realized there were different opportunities to fulfill her desire to “positively impact the health and well-being of horses.”
Smith was interviewed on Dec. 20, and her responses have been edited for clarity and space.
Learn more about TAA here.
Blood Horse: What got you interested in working in aftercare?
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Samantha Smith: My passion for horse racing, combined with my passion for the health and safety of equine athletes, naturally led me to develop an interest in aftercare. I also own a Thoroughbred that has been retired from racing and was able to experience the aftercare process first hand.
BH: Before coming to TAA, you held other positions in the industry, including nearly six years at The Jockey Club. How did those jobs prepare you for your current position?
SS: All of my previous experiences have greatly prepared me for my current role in several ways.
During my time at the Jockey Club, I worked on industry initiatives and collaborations with subsidiaries, gaining a comprehensive understanding of the sport from a variety of perspectives. Since my time at the Jockey Club, I have worked in the hospitality lounge during the Breeders’ Cup every year, which helped me gain further exposure to the horse racing industry. Additionally, during his time with Jockey’s Club, he helped organize various events such as OwnerView, the Pan American Conference, and the Welfare and Safety Summit, further expanding his industry knowledge and networking opportunities.
While working at the Jockey Club, I developed an interest in marketing and graphic design. To further hone these skills and build my resume, I started my own after-hours company called Superfection Design, which I continue to run while taking on projects for other organizations in the industry. Regular clients include the Jockey Club Safety Net Foundation, the Women in Horse Racing Summit, and the Horse Racing Official Certification Program. In addition, he provided marketing consulting services to a veterinary technology company, contributing insights to enhance the company’s overall branding and marketing strategy.
After the Jockey Club, his interest in marketing and design led him to a position as Marketing and Communications Director for the U.S. Pony Club. In this role, I had the opportunity to manage departments and work collaboratively to support nonprofit organizations through branding, marketing, and communications efforts. It was a great experience to see how a national nonprofit organization works internally, not just with its national office, but with its board of directors, volunteers, clubs and centers, and its members. Learning how to communicate different types of messages that are relevant to each audience while remaining consistent with mission and branding was one of the best experiences.
All of these experiences, in addition to my hands-on experience with horses, have created a solid background that uniquely prepares me for this role at TAA.
As a child, Smith visited the home of one of his father’s Standardbreds.
BH: What are your main duties at TAA?
SS: As Director of Marketing and Communications, I lead all aspects of TAA’s branding, marketing strategy, and communications. She works closely with marketing team members and dedicated board committees, actively collaborating across all parts of the organization to ensure alignment with the overall mission.
BH: There are many great TAA-accredited aftercare organizations in the United States, but how difficult is it to keep them adequately funded so they can continue the great work they do?
SS: Securing sufficient funding for the growing number of certified aftercare agencies remains an ongoing effort. Ideally, sustainable funding mechanisms within the industry would prioritize consistent, ongoing support over intermittent donations. Marketing is critical to building brand awareness, ensuring industry awareness of our mission, and supporting our fundraising and events sector by proactively engaging potential supporters. All are aimed at ensuring sustained support for accredited organizations across the country.
BH: What are TAA’s biggest challenges and how is the team addressing them?
SS: Our operations consultant, Stacey Clark, just wrote an article last year about some of the challenges we face and the challenges facing Thoroughbred aftercare as a whole.
Like any other racing industry, the racing industry faces unique challenges. From my perspective, my commitment is to be able to contribute effectively and meaningfully within my scope, whether to the organization I work for full-time or to other companies in the industry I support in my spare time. It’s about walking the path. I think it’s most effective to focus on actions within your control. We all recognize that we are part of a bigger picture and believe that by working effectively we can contribute and lead by example. Clear messaging and effective marketing can strengthen the actual mission and overall goals of these organizations. In the future, I hope that my role in the industry can have more of an impact on improvement, but for now, this has proven to be the most impactful and constructive approach at this point in my career. We are focusing our efforts on areas where we can.
BH: If someone came to you and said they wanted to pursue a career on the aftercare management side, what advice would you give them?
SS: My advice is to get involved in the industry and learn as much as you can. Capture as many opportunities as possible across industries and gain insight into all sectors of opportunity. You may discover interests you didn’t expect at first, and no experience will be wasted. Each experience contributes to your skill set.
Working in a nonprofit organization, especially, requires the ability to wear many hats and understand the obligations of those around you.
Look at what’s happening across the industry. Read our publications and stay up to date with the latest happenings. Additionally, gaining computer experience is a priority. Going the extra mile to understand something a little more advanced, like complex formulas in Excel, video editing, or leveraging analytics on social media, are all valuable skills that can streamline your workflow and make it more effective. This is an example. At the same time, be aware of traditional forms of communication, as even in the digital age, many still prefer tangible materials such as magazines and mail. This advice is complementary, not contradictory. For example, you can streamline your workflow by cleaning up Excel files, mail-merge documents from standard email, and sending the same message via digital email. These skills can be combined to improve efficiency in daily tasks.
If you’re still in school, seek out public speaking experience and put yourself in uncomfortable situations to become more comfortable. Networking is very important. Once you start working, network as much as possible, volunteer, and attend events. If you have a specific interest, ask someone who has the job to take a look at your resume and give you some personal advice over coffee.
Smith and his retired thoroughbred, Sheiron
BH: Do you have any retired thoroughbreds?
SS: i will do it! His registered name is Superfection. He was born in his 2010 year. Medaglia d’Oro It came off the supercharger. His barn name is Cheiron. I adopted him from Darley when he was 3 years old after he suffered a tibia fracture. Fun fact about Sheiron – He was a top co-sales player at Saratoga. When he was born, WinStar held a naming contest. So he was given the name Superfection. And now he is named by his entire TAA marketing department (me and myself). Marketing Coordinator Alexis Arbaugh). He is trained as a hunter and we competed in hunter shows for a while, but he moved from the show barn to a quiet boarding facility and now enjoys relaxing in the paddock and our weekly hacks.
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