Katelin Etoh, CPSM
Since 2011
Active
SMPS Maryland member
AEC marketing professional
Katelin shapes the strategic and operational direction of Ziger|Snead Architects, a Baltimore-based architecture studio recognized as a Top 50 firm by ARCHITECT magazine. As Managing Partner, she oversees firm operations, business management, project development, business development, and marketing initiatives for a nationally respected practice founded in 1984. Her leadership fosters an intentional culture of transparency, trust, and collaboration while advancing the firm’s mission that great design creates positive social impact.
Her expertise spans cultural and educational institutions, adaptive reuse projects, residential design, and nonprofit facilities. Katelin facilitates early project positioning, feasibility studies, and visioning for complex transformational projects serving Baltimore and regional clients. With comprehensive experience in architectural marketing since joining the industry in 2005, she has contributed to marketing excellence at prominent Maryland firms including CSD Architects and Kann Partners.
Her unique dual background in Architectural Studies and Visual Arts from Brown University enables strategic marketing approaches that authentically communicate design value and strengthen community engagement through the built environment.
Katelin demonstrates exceptional professional leadership through her CPSM certification and elevation to Fellow of the Society of Marketing Professional Services (FSMPS), recognizing sustained contributions to the AEC marketing profession. Her national leadership includes serving as At-Large Director on the SMPS Board of Directors, shaping strategic direction for the association’s 6,000+ members across North America.
Her Maryland chapter leadership reflects sustained commitment spanning over a decade, including President (2014-2015), current Treasurer (2025-2026), and multiple board positions (2010-2016). As Chair of the 2018 SMPS Northeast Regional Conference, Katelin directed comprehensive programming serving hundreds of regional professionals. She has received multiple SMPS Maryland awards including the prestigious Marketer of the Year Award (2019), Committee Member of the Year (2011), and Professional Development Scholarships (2016, 2018).
Beyond SMPS, Katelin serves on multiple nonprofit boards including The Park School of Baltimore Board of Trustees (2021-2024), Neighborhood Design Center Board of Directors (2013-2016), and Santa’s Helpers Anonymous Board (2005-2019). She is an active member of the Urban Land Institute’s Revitalization and Reuse Council, contributing expertise in adaptive reuse strategy.
Her leadership extends to conference speaking engagements on marketing leadership transformation, business development strategy, and leveraging marketing for competitive advantage in professional services firms.
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