Beth Smith, Senior Retail Marketing Manager at New Era Cap, received her Bachelor of Science degree in Graphic Design from SUNY College at Buffalo.  In Rochester, NY, her parents relocated back to their original home town of Niagara Falls, NY and she spent her childhood there.  She’s from a hardworking family of teachers and nurses, but showed interest and talent in art at a young age, and her career in visual merchandising, store design and key account retail marketing has always been augmented by support and passion for the visual and performing arts.

During college Beth was involved in the theatre arts and dance on campus, worked at ArtPark as a pottery instructor for 3 seasons, worked as a junior framer and gallery manager at Progressive Arts in Niagara Falls and interned with the Nina Freudenheim Gallery in Buffalo.  After college she married the love of her life, Casey Smith and started a family.  A 14-year career with Mikasa (tabletop and home décor) saw her develop from a store-based Visual Coordinator to a Senior Visual Merchandising Manager a relocation to home office in Secaucus, NJ.  Beth and her team were responsible for the award-winning look and feel for over 130 new brand stores during her time with Mikasa.

Beth and Casey relocated back to the Buffalo market in 2000 to bring their young family closer to relatives, and in 2005 she istarted her career with New Era Cap in Derby, NY.  She’s worn many hats in her 12 years with the company from web merchandising and marketing in Derby to starting the inaugural visual merchandising department after HQ moved to downtown Buffalo, to her current role as a Senior Marketing Manager, leading a national team that focuses on all of New Era’s partners in the major league stadium retail channel. 

In addition to her “real job”, Beth tries to stay active and involved in the community.  She has run the NYC Half Marathon 3 times, started New Era’s first Ride for Roswell team in 2006 which has raised over $250k for Roswell Park Cancer Institute, and participates annually in the She’s passionate about local and national politics and human rights causes and is also Vice President of the BOD for Hallwalls Contemporary Art Center.  She has been happily married to Casey for 26 years, has two grown sons Max and Noah, and their family dog (Rioux).


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