Barbara Shuck, CPSM
Since 2000
Active
SMPS Arizona member
AEC marketing professional
Barbara leads Everest Marketing Services, a specialized consultancy helping architecture, engineering, and construction firms win work and attract top talent through strategic marketing excellence. As a StoryBrand Certified Guide, she brings comprehensive expertise in the four pillars of AEC marketing and business development, delivering planning, writing, and training services that transform how firms communicate their value.
Her expertise spans proposal development and strategic pursuit planning, communications planning and messaging development, and customized leadership and business development training for both marketing professionals and technical teams. Barbara specializes in storytelling and narrative principles proven to engage clients, prospects, and colleagues across all marketing touchpoints including proposals, presentations, websites, and brochures.
With more than 30 years of AEC industry experience, Barbara has worked with general contracting, engineering, construction management, and architectural firms nationwide. Her approach focuses on helping firms stand out from competition through clear, compelling, and memorable messaging that resonates with clients and drives business results.
Barbara represents the pinnacle of AEC marketing leadership, recognized in 2022 with the Weld Coxe Marketing Achievement Award—SMPS’s highest honor saluting exemplary career achievements, leadership, and lasting contributions to the AEC industries. This prestigious recognition follows her term as SMPS National President (2014-2015), where she led the society’s strategic direction and advanced the profession of marketing in design and construction.
Currently serving as Trustee and past President of the SMPS Foundation (2022-2023), Barbara advances research and scholarships that fuel industry growth and professional development. Her Foundation leadership builds on extensive SMPS volunteer service spanning multiple chapters including Nebraska and Arizona, where she has shaped programming, mentored emerging professionals, and elevated marketing standards across the profession.
As a sought-after speaker and trainer, Barbara has presented to more than 300 audiences over three decades, delivering engaging workshops for SMPS chapters nationwide and leading associations including ACEC, AIA, AGC, PSMJ, ENR, NAWIC, SWE, WTS, APWA, and ASHE/ASCE. Her training expertise extends to college classrooms and online education, where she has taught at Washburn University developing curriculum for creative business writing.
Barbara co-authored The Architecture of Vision: Leadership in Your Professional Practice with fellow SMPS Fellow Craig Park, providing frameworks for visionary leadership based on inspiration, innovation, and integrity.
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