Terence Poltrack (Terry) is a dynamic and visionary communications executive with more than 45 years of experience leading strategic media, marketing, and branding initiatives across the communications, nonprofit, association, and environmental sectors. With a proven track record of transforming legacy communications programs into impactful, mission-driven platforms, Terry brings unmatched expertise in brand messaging, content strategy, public and media relations, and audience engagement. His work is guided by a commitment to expanding reach, thoughtful storytelling, inclusivity, and elevating the voice and visibility of the organizations he serves.
Terry’s career spans several high-profile leadership roles, including more than a decade as Director of Public Relations and Communications for the American Society of Landscape Architects (ASLA). There, he orchestrated the Society’s internal and external communications strategy, growing its media presence and social media engagement exponentially while spearheading critical initiatives such as the ASLA Public Awareness Campaign and the organization’s first-ever Diversity Summit. His leadership was instrumental in doubling website traffic, refining the organization’s brand identity, and building a national network of chapter-based communications representatives who helped unify ASLA’s voice across all 50 states.
Prior to ASLA, Terry served as Managing Director of Communications at the American Institute of Architects (AIA), overseeing member communications strategy for more than 83,000 members. He conducted the Institute’s first communications audit, implemented a full-scale website redesign, reimagined the AIArchitect e-newsletter, and led the development of an award-winning video documentary on the future of community design. Terry also participated in the Institute’s branding initiative, overseeing the creation of brand guidelines and messaging that reshaped the way AIA communicated both internally and externally.
Earlier in his career, Terry served in multiple leadership roles at the Newspaper Association of America (NAA), including as Vice President of Editorial Services and Editorial Director. He led the publication of its flagship Presstime magazine, helped increase advertising revenues, and spearheaded the organization’s digital transformation through the development of its online publishing services. He also managed a multimillion-dollar budget and directed a team of content professionals and outside contributors while launching innovative new communication products aligned with strategic goals.
As a communications consultant, Terry has worked with organizations such as the Certified Financial Planner Board of Standards and the Construction Management Association of America, providing high-impact interim leadership and strategic communications audits that resulted in actionable improvements. He also contributed editorial expertise to Herter Design Group’s centennial signage for the Henry S. Miller Theatre in New York City.
Terry has served as a trusted advisor to boards, participated in national search committees for branding and PR agencies, and regularly presented at board meetings and chapter functions, television segments, and industry conferences. He has collaborated extensively with committees and cross-departmental teams, demonstrating a collaborative, people-focused leadership style.
He holds a Bachelor of Arts in English Literature with a Journalism minor from New York University. Terry has international exposure, serving as the keynote speaker at a national media conference in São Paulo, Brazil, and has been affiliated with organizations such as the American Society of Association Executives and cross-functional teams within the Green Building Council.
Now in retirement, Terence is actively seeking board service opportunities where he can remain engaged in the industry, give back, and help organizations grow through thoughtful strategic communications. With deep subject-matter expertise, a keen editorial eye, and decades of leadership in complex organizational environments, Terence Poltrack is a trusted asset for any media, communications, nonprofit, or environmentally focused organization looking to expand its impact and influence.
Character: Terence Poltrack is a collaborative, mission-driven leader known for his integrity, inclusivity, staff and budget management, and commitment to elevating organizational voices.
Knowledge: With over 45 years of experience, he possesses deep expertise in communications strategy, brand development, media relations, and nonprofit leadership.
Strategic: Terry consistently transforms communications programs through data-driven audits, forward-thinking brand initiatives, and effective campaign execution.
Communication: A skilled storyteller and editor, he excels at crafting clear, compelling narratives that engage diverse audiences across digital and traditional platforms.
