Pelin Yeter, CPSM
Since 2018
Active
SMPS Ontario member
AEC marketing professional
Pelin shapes comprehensive marketing strategy for NORR, an employee-owned architecture and engineering firm with 800+ professionals collaborating across 12 market sectors from offices in Canada, the United States, United Kingdom, and United Arab Emirates. As Senior Manager, Global Marketing, she drives brand positioning, business development strategy, and communications initiatives for a firm founded in 1938 by Canadian Architect John B. Parkin, with 85+ years of design excellence and purpose-driven architecture serving sustainable development goals worldwide.
Her expertise encompasses strategic marketing, narrative development, proposal writing, digital content strategy, social media leadership, and corporate communications for architecture and interior design firms. Pelin brings specialized knowledge in brand expression, thought leadership development, and client relationship cultivation across diverse building sectors including healthcare, education, civic, commercial, and residential projects. With nearly 20 years of comprehensive AEC marketing experience, she has contributed to marketing excellence at distinguished Toronto firms including Hariri Pontarini Architects, Gensler, Stantec, and Diamond and Schmitt Architects.
Her unique foundation in English literature, journalism, and editorial work—including roles at WGSN, The Future Laboratory, and multiple publications—provides exceptional storytelling and communication capabilities that elevate architectural marketing from functional to transformational, helping firms articulate how their work shapes human experience through space.
Pelin demonstrates exceptional professional leadership as the fourth person in Canada to earn the CPSM certification and through her distinguished service as President of SMPS Ontario (2019-2020), where she led the chapter through transformative growth and unprecedented challenges during the COVID-19 pandemic. Under her presidency, SMPS Ontario received national recognition with First Place for Social Media at the SMPS Evening of Excellence Awards, the chapter’s first-ever national award acknowledging outstanding communications strategy and community engagement.
Her four-year progressive SMPS Ontario board leadership journey included serving as Past President (2020-2021), President (2019-2020), President-Elect (2018-2019), and Secretary (2017-2018), along with roles as Nominations and Election Committee Chair and Programming Committee Member. During the challenging 2019-2020 term, Pelin successfully pivoted the chapter to online events and adapted communications strategy to maintain member engagement, advocacy for AEC marketers’ professional role, and meaningful educational experiences throughout a period of industry disruption.
Beyond SMPS leadership, Pelin has received the Outstanding Woman in Construction Award at the 36th Annual Awards (2025), recognizing her significant contributions to the built environment industry and her leadership in advancing women’s professional achievement in architecture and construction marketing. Her Carbon Literate Certification demonstrates commitment to environmental responsibility and sustainable design advocacy, aligning with NORR’s mission of creating socially aware, environmentally responsible, and financially viable architecture.
Pelin’s professional heritage includes a father who trained as an architect and parents who met on an archaeological dig, providing a unique cultural foundation that views architecture and design as layered narratives about how people create meaning through space. This perspective, combined with her sister’s career as an architect, positions her as a bridge between design practice and marketing communication who understands architecture from multiple perspectives—family legacy, professional practice, and strategic positioning.
Her career began in editorial work as a trends correspondent for The Future Laboratory, assistant editor at WGSN, and freelance writer for publications including 34 Magazine, Toro Magazine, and Flare, developing research, writing, and storytelling skills that distinguish her marketing approach in the AEC industry.
Achievements:
