Siera A. Smith


Since she was 12 years old, business defined Smith's life. It's in her DNA. Her father being a life-long entrepreneur that started, scaled, and managed a variety of small businesses, Smith jumped into any role needed to help the businesses succeed. 


At ELEVATE, Smith brings entrepreneurs' dreams to life and makes the inconceivable, achievable. Equipped with diverse experience that spans across the many functions of a business, Smith dissects a business, learns what it needs most, and fulfills those needs to drive growth.


Prior to founding ELEVATE, Smith served as Chief Operating Officer of WebMax, a fintech start-up in the mortgage software space. As Smith rose from Director to Vice President, to COO, she brought the company from 8 employees to 20, obtained over half a million in SBA financing, reeled in angel investors, and launched an array of company initiatives in her time there. In overseeing its angel round of raising capital, Smith prepared the pitch deck that won over investors' minds - and checkbooks. Moreover, she planned, down to the last penny, how each investor dollar would get deployed to fuel company growth. From marketing budgets to performance reports, recruiting talent to software installations, Smith architected the company's growth. 


Smith managed the day-to-day operations to increase efficiency, do more with less resources, and maintain financial stability in a growth period. In addition to day-to-day, Smith focused on strategic planning and goal-setting. 


Previous to joining WebMax, Smith was the Special Events Coordinator at the Chamber of Commerce Southern New Jersey and served on its ISO management team; planning and executing over 250 corporate events, conducting process and procedure improvements, and implementing marketing campaigns and social media initiatives. In her time there, Smith connected with a myriad of small business owners, learned about their passions and struggles, and through the chamber, created an ecosystem to help them succeed. 


Smith has a Master’s in Business from Rutgers University and was on the executive board for the Rutgers MBA Association. Smith serves on the Marketing Committee for the South Jersey Young Professionals Association and is a certified Six Sigma Green Belt. 


Smith received a Bachelor’s of Communications and Public Relations from Stockton University; magna cum laude and program distinction. She was the founding president of Stockton’s Public Relations Student Society of America chapter and a member of the Golden Key International Honour Society.


In her spare time, Smith loves spending time with her family, two cats and two dogs. Siera has been training Brazilian Jiu Jitsu for five years and is an active runner. She also loves snowboarding, traveling, learning, and hiking.