SMITH Announces Leadership Expansion

Gatineau, Ottawa. November 5, 2018 - SMITH, the Architects of Future Commerce, proudly announce the following additions to their senior leadership team.

Anatoly Tulchinsky joins SMITH as VP of Analytics & AI. Adding to our AI leadership is in direct response to CEO Tony Steel’s strategy to provide clients with leading edge commerce vision and execution as they seek to adapt to an increasingly disruptive business environment. Based in Gatineau, Anatoly joins SMITH from IBM where he was Head of Technology for Watson AI and Analytics. Anatoly’s experience spans over 20 years in data analytics and artificial intelligence, with a proven track record of turning information into tangible business value. He holds 16 patents and has served a variety of clients including Toyota, GM, HBO, Universal, and Live Nation.

“Our recent growth comes from our future commerce thinking and ability to provide ‘big agency’ capabilities and results at boutique agency speed. Our deep understanding of commerce, coupled with a breadth of strategy, customer experience, and emerging technology capabilities, is unique, and our culture of innovation, agility, and integrity is a refreshing draw for talent from bigger firms,” says Steel. “We’re delighted to welcome Anatoly. He is a client-focused AI leader and his stewardship will help our clients move quickly in this emerging space as AI becomes a part of everything we do.”

Mark Rosal joins SMITH as Executive Creative Director. Previously he was VP, Sr. Group Creative Director of Experience and led North American Commerce Design for SapientRazorfish. He led a geographically dispersed team of commerce-focused UX, Visual Design, and copywriting talent. At SMITH he will lead his new team to execute on strategies that translate user needs and business goals into intuitive, memorable experiences across a variety of channels, promoting a culture of innovation, collaboration, and customer-facing experimentation.

Steel says, “Mark brings depth and breadth in both commerce and transformation, leading initiatives for B2C companies like ASICS, Revlon, Shiseido, and Tory Burch as well as B2B organizations such as Boeing, TE Connectivity, and Dow Corning. We are delighted to have him on the team.”

“We’re growing SMITH as a new type of agency” Steel continues. “We are a purpose-driven organization, rising from a culture of caring, learning and teaming. Yes, our team is wicked smart, and clients today want a different type of agency: one focused on their success first, who cares more about the client outcome than their revenue. It’s a passion shared by our investors through to our newest employees.”

SMITH is a purpose-driven digital transformation agency with one mission: to make buying and selling awesome. For more than 20 years, SMITH has worked in partnership with the world's most respected B2B and B2C brands to deliver better business outcomes. Key partnerships with technology platforms including SAP Hybris, Adobe, and Sitecore support the delivery of best-of-breed digital content and commerce experiences, while SMITH Labs builds tomorrow's experiences with the Elements of Future Commerce, including AR, VR, AI, Conversation, and Emotion-sensing interfaces. Offices in Gatineau, Seattle, Dayton, and Spokane service clients including Air Canada Vacations, AT&T, PCNA, Honeywell, Microsoft, and more. Learn more at

Maureen Blandford, CMO, 847.868.4411.