Michelle Yates, CPSM
Since 2017
Active
SMPS St. Louis member
AEC marketing professional
Michelle leads regional marketing and business development strategy for Lochner, a trusted infrastructure services provider with more than 1,200 employees across 22 states delivering aviation, surface transportation, and water projects nationwide. As Regional Director of Marketing and Business Development, she leads a team of marketers covering the east region with primary focus on bridges and structures, highways and roads, and transit and rail projects while facilitating client management programs and providing training in marketing and business development.
Her extensive expertise spans strategic planning, business development leadership, relationship building, and team development with specialized knowledge in transportation infrastructure, healthcare design, and corporate facility markets. Michelle brings exceptional capability to execute strategic marketing plans that align with corporate goals, advance business development strategies, and grow revenue across multiple market sectors. She is recognized for her engaging leadership, creative writing ability, and desire to drive team success.
With 25+ years of AEC industry experience, Michelle has contributed to marketing and business development excellence throughout her career at nationally recognized firms including 16+ years at Lawrence Group, where she served as Director of Marketing for this 170-person design and project delivery firm. Her comprehensive understanding of architectural, engineering, and construction marketing from both design and construction perspectives enables her to build effective strategies that create measurable business impact. Michelle’s thought leadership extends to research and publications, having authored the SMPS Foundation Informed Strategies Report on hit rates and KPIs—downloaded more than 640 times and generating $1,000+ for the Foundation—and co-authored the CREW Network Social Media Playbook.
Michelle demonstrates exceptional professional leadership through her CPSM certification, FSMPS fellowship designation, Accredited in Public Relations (APR) credential, Evidence-Based Design Accreditation and Certification (EDAC), and transformative contributions to the AEC marketing profession through research, chapter leadership, and industry advancement. Her sustained commitment across multiple professional organizations reflects deep dedication to elevating the entire profession.
As past president of SMPS St. Louis, Michelle led the chapter through strategic growth while emphasizing education, networking, and professional development. Her presidential leadership helped the chapter celebrate 40 years of success while creating sustainable programs that continue to benefit members. She also served as past president of CREW (Commercial Real Estate Women) St. Louis, demonstrating leadership excellence across multiple industry associations. Her dual chapter presidencies position her as a rare voice who bridges both general AEC marketing and commercial real estate sectors.
Michelle’s thought leadership and research contributions have influenced the profession nationally. She authored the landmark SMPS Foundation Informed Strategies Report “Measuring for Success: A Look at Hit Rates & Other KPIs in the A/E/C Industry” based on partnership research with Southern Illinois University Edwardsville. This report has been downloaded 640+ times, generating over $1,000 for the Foundation, and Michelle has presented findings at Build Business national conference, SMPS webinars, and local chapter events. She co-authored the CREW Network Social Media Playbook and contributed to “Diversity: The Business Advantage – Best Practices for Gender Equity and Inclusion in Commercial Real Estate,” demonstrating commitment to advancing both marketing practices and industry diversity.
As SMPS Foundation Informed Strategies Committee Chair, Michelle led volunteers across the country working on research reports in varying stages of development. Her suggestion to partner with Southern Illinois University Edwardsville created an innovative model for academic-industry collaboration that benefits the entire profession. She is a graduate of SMPS University Leadership Advancement Program (University of Maryland, 2017), completing the certificate program designed for emerging and established chapter and national leaders.
Michelle is featured in St. Louis Small Business Monthly’s “Top 100 People to Know to Succeed in Business” and recognized as one of the “People to Know” in the St. Louis business community. Her educational background includes a Bachelor of Arts in English from Southern Illinois University Edwardsville, combined with extensive professional development through SMPS leadership programs. Her 25+ years of progressive career advancement reflect sustained excellence while building communities that elevate the entire AEC marketing profession.
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