Ciara Smith (B.A. '24)
When she graduated with a marketing degree from Georgia State, Ciara Smith (B.A. ’24) transitioned from competing as a women’s basketball player to working behind the scenes in professional sports. Now she’s applying her experience on the court and in the classroom at GSU to her professional role helping to shape the Atlanta Hawks’ messaging and storytelling efforts.
Interview by Zohra Basmadjian
What first sparked your interest in brand communications and sports?
My interest in brand communications and sports has been rooted in my experience as a former student-athlete and my lifelong passion for sports. I think sports are a powerful storytelling platform where leagues and teams can build meaningful connections with their fans and with communities through messaging. Growing up in Atlanta, I saw the Hawks’ authentic commitment to the Atlanta community and their impact beyond the court. Being part of the organization now feels surreal and like a full-circle moment, as sports have consistently shaped who I am personally and professionally.
Can you walk me through your journey from being a GSU student to working with the Hawks?
My journey began at GSU, where I competed as a Division I student-athlete on the women’s basketball team. During my time, I wanted to blend academics with sports, so I started interning with GSU Athletics, gaining early exposure to marketing and community outreach initiatives for the football team. In my senior year, I expanded my experience through an internship in marketing strategy with Piedmont Healthcare, which strengthened my understanding of brand positioning.
After I graduated, I transitioned into professional sports by joining the Hawks and State Farm Arena as a brand communications assistant, where I gained hands-on experience in the fast-paced sports environment. Now, I have transitioned into the coordinator role for our department.
Were there people at GSU who helped prepare you for your career?
One person who really stands out is my head coach, Gene Hill. He was instrumental in helping me succeed on and off the court and gave me opportunities to get my career started. He really emphasized academics first, even as a student-athlete.
Were there organizations you were involved in outside of sports?
I was an active member of the American Marketing Association at GSU. I was also secretary of the Georgia State NCAA Student-Athlete Advisory Committee, serving as a liaison between our basketball team and the entire Athletics Department, and working to create a better environment for student-athletes. I was also a member of the Honors College and the National Society of Success and Leadership.
What opportunities did GSU provide in terms of networking and connections?
GSU offers many opportunities and connections through its Panther Involvement Network. Many faculty members bring experience from their professional careers and share that knowledge with students. One of my marketing teachers, Jo Ann Herold, was the former chief marketing officer for The Honey Baked Ham Company, and learning from her was incredibly insightful.
What advice would you give Georgia State students who want to break into the sports industry?
Sports and live entertainment are fast paced, so you have to start early, be intentional and remain open to learning from other industries. Internships are huge but putting yourself out there through campus involvement that aligns with your interests, even if it’s not your dream role at first, is essential. Networking is also really critical, especially building genuine relationships with professors, alumni, peers and professionals.
How do you handle fast-paced situations, especially on game days or during major announcements?
By carefully planning. A lot of my job involves having details finalized and prioritizing tasks so nothing gets overlooked. Remaining flexible and adaptable, and staying calm, composed and professional is huge. That approach allows me to communicate effectively with both internal and external stakeholders.
