National Wildlife Federation names Maureen P. Smith Head of Marketing and Communications

Entertainment Industry and Non-Profit Veteran to Bring her Vast Expertise to “Inspire Americans to Protect Wildlife for Our Children’s Future”

05-21-2013 // Anne Goddard
Maurine Smith

The National Wildlife Federation (NWF) has hired longtime entertainment industry executive and former conservation organization president, Maureen P. Smith, as its new Vice President of Marketing and Communications. In this role, Smith will be part of NWF’s executive leadership team and play a key role in a wide variety of areas throughout the organization and its programs, including: the global marketing and branding of NWF and its cherished mascot, Ranger Rick; internal and external communications; children’s publishing; digital products and online integration; consumer insight; and video and multi-media productions.

As the former top executive at Animal Planet, Fox Kids Network and Fox Family Channel, as well as at the non-profit Jane Goodall Institute, Smith brings to NWF years of experience in all aspects of communication and engagement; fundraising; developing and managing new revenue streams; and bringing the wonders and needs of the natural world to life – across a variety of media platforms and other consumer touchpoints.

“Bringing Maureen aboard is not only strategic, it is truly symbolic of NWF’s commitment to remaining the leading wildlife conservation-focused organization in America and to maximizing the impact of our voice and the voice of our members and affiliates – especially during these critical times for our environment,” said Jaime Matyas, NWF’s Chief Operating Officer. 

For more than 20 years, Maureen Smith has brought passion, energy and an ardent commitment to innovation, results, teamwork, and compelling people to take positive action. Her creativity, communications, marketing and management skills established Smith as a highly effective executive from her earliest days at FOX Broadcasting through her simultaneous presidencies at FOX Family Channel (now known as ABC Family) and FOX Kids Network (where she also served as Editor-in-Chief of Fox Kids Magazine), to her most recent corporate media position as the head of Discovery Communication’s Animal Planet and Animal Planet Media Enterprises.  She has also served as CEO of ePals, Inc. (an education media company and the leading Global Learning Network); President of the Jane Goodall Institute (a global non-profit focusing on wildlife conservation, education and research), and most recently served as Chief Marketing and Operations Officer at Maroon Public Relations.

“National Wildlife Federation’s broad mission, inclusive values, and solid affiliate structure provide an exciting and powerful platform from which we will strengthen the NWF brand, increase funding for the maintenance and expansion of its stellar conservation and education programs, and inspire even more Americans to protect wildlife for our children’s future and the future of their children as well.”

Maureen’s innovative vision and creativity also resulted in a broad range of new and successful program genres, interactive digital content, and award-winning marketing campaigns.

As a lifelong wildlife enthusiast and conservation advocate, Smith comes to NWF with a passion to inspire Americans to protect wildlife. She and her family reside in Maryland and treasure their own “Certified Wildlife Backyard Habitat.”

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