Samantha Smith, the director of marketing and communications for the Thoroughbred Aftercare Alliance since February 2023, can never remember a time when horses were not a part of her life. The native of Syracuse, N.Y., attended a horse camp as a young child, received her first riding horse when she was in middle school, and competed in hunter/jumper classes. She also received some early exposure to racing through her father who owns Standardbreds.

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Smith, 32, graduated from the University of Kentucky with an animal science degree and a minor in biology in 2014. Initially, she considered a career in veterinary medicine and worked as a vet tech at Hagyard Equine Medical Institute. When she learned more about the equine industry, she discovered there were different opportunities that would satisfy her desire to “make a positive impact on the health and well-being of horses,” and shifted her focus.

Smith was interviewed Dec. 20, and her answers are edited for clarity and space.

To learn more about the TAA, visit here.

BloodHorse: What interested you in pursuing a job in aftercare?

Samantha Smith: My combined passion for horse racing and the welfare and safety of the equine athlete led me to a natural interest in aftercare. I also own a Thoroughbred that was retired from racing, providing me with firsthand experience in the aftercare process.

BH: Prior to 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?

Courtesy of Samantha Smith

SS: All of my previous experiences have significantly prepared me for my current role in several ways.

During my time at The Jockey Club, I engaged in industry initiatives and collaborated with subsidiary companies, gaining a comprehensive understanding of the sport from various perspectives. Since my time at The Jockey Club, I have worked each year during Breeders’ Cup in their hospitality lounges, which helped further my exposure to the racing industry. Additionally, while I was at The Jockey Club, I helped work various events, including OwnerView, the Pan American Conferences, and the Welfare and Safety Summit, further expanding my industry knowledge and networking opportunities.

While working at The Jockey Club, I found interest in marketing and graphic design. To further develop those skills and build my résumé, I started my own company outside of business hours, called Superfection Design, which I continue to operate, undertaking projects for other organizations within the industry. Regular clients include The Jockey Club Safety Net Foundation, the Horse Racing Women’s Summit, and Racing Officials Accreditation Program. Additionally, I’ve offered marketing consulting services to a veterinary tech company, contributing insights to enhance their overall branding and marketing strategy.

The interest in marketing and design led to my position after The Jockey Club at the United States Pony Clubs as marketing and communications director. In this role, I had the opportunity to manage a department and work collaboratively to help a nonprofit through branding, marketing, and communication efforts. It was a great experience to see how a national nonprofit organization works internally, not only in the national office but also with the board, volunteers, clubs and centers, and their members. Learning to communicate different types of messaging pertinent to the respective audience while maintaining consistency with the mission and branding was one of the best experiences.

All of these experiences, in addition to my hands-on experience with horses, created a solid background that uniquely prepared me for this role at TAA.

BH: What are your main duties at TAA?

SS: As director of marketing and communications, I lead the overall branding, marketing strategy, and communications for TAA. Working closely with my team members in the marketing department and a dedicated board committee, we actively collaborate across all organization departments to ensure alignment with the overarching mission.

BH: With so many worthy TAA-accredited aftercare organizations in the United States, how difficult is it to keep them properly funded so they can continue to do their amazing work?

SS: Securing sufficient funding for the growing number of accredited aftercare organizations remains an ongoing effort. Ideally, a sustainable funding mechanism within the industry would prioritize consistent, ongoing support over intermittent donations. Marketing is pivotal in supporting the fundraising and events department by cultivating brand awareness, ensuring industry awareness of our mission, and actively engaging potential supporters, all aimed at securing sustained support for accredited organizations nationwide.

BH: What are TAA’s biggest challenges and how does the team go about addressing them?

SS: Stacie Clark, our operations consultant, just wrote a story this past year on some of the challenges we face and that Thoroughbred aftercare faces as a whole. 

The racing industry, like any other, encounters inherent challenges. From my perspective, my commitment is to a path that allows me to contribute effectively and meaningfully within my scope, whether for the organization I work for full time or other companies in the industry that I support in my spare time. I find it most effective to focus on actions within my control. Recognizing that we are all part of a larger picture, I believe that by working effectively, I can contribute and set an example. Clear messaging and effective marketing can enhance the actual missions and overall goals of these organizations. In the future, I hope my role in the industry can have more influence on improvements, but right now directing efforts into areas where I can proves to be the most impactful and constructive approach at this point in my career.

BH: If someone came to you and said they wanted to pursue a career in the administrative side of aftercare, what advice would you give them?

Smith and her OTTB Shaylon. (Courtesy of Samantha Smith)

SS: My advice would be to get involved and learn as much as you can about the industry. Take as many opportunities as possible within the industry overall and gain insights into all departments  where you have an opportunity. You might discover an interest you never expected initially, and no experience is ever wasted. Each experience contributes to your skillset.

Working for nonprofit organizations, in particular, demands the ability to wear many hats and understand the duties of those around you.

Pay attention to what is happening in the industry overall; read publications and stay tuned to current events. Additionally, prioritize gaining computer experience. Going just an extra step to understand something a little more advanced like a complex formula in Excel, video editing, or leveraging analytics on social media are all examples of valuable skills that can streamline your workflow or make it more effective. Simultaneously, understand traditional forms of communication, as tangible materials like magazines or mail are appreciated by many, even in the digital age. This advice is complementary, not contradictory. For example, you can streamline workflows by cleaning up an Excel file, mail-merging a document for standard mail, and sending the same message through a digital email blast – utilizing a blend of skills to improve efficiency in day-to-day tasks.

If you are still in school, seek experience in public speaking and put yourself in uncomfortable situations to become more comfortable. Networking is crucial. Once you start working, network as much as you can, volunteer, and attend events. If you have a specific interest, ask someone who holds that job to review your resume, meet for coffee, and provide personal advice.

BH: Do you have a retired Thoroughbred?

SS: I do! His registered name is Superfection – he is a 2010 Medaglia d’Oro out of Supercharger. His barn name is Shaylon. I adopted him from Darley when he was 3 after he sustained a tibia fracture. Fun facts about Shaylon – he was the co-sale topper at Saratoga, WinStar held a naming contest when he was born which is where he was given the name ‘Superfection,’ and currently, he is being ridden by the entire TAA marketing department (myself and marketing coordinator Alexis Arbaugh). He is trained as a hunter, and we competed for a while in some hunter shows, but we moved from a show barn to a quiet boarding facility where he currently enjoys relaxing in the paddock and weekly hacks.