Meet the Founders

Heather Nichols has spent her career inside the real operational challenges brands face when trying to connect marketing activity to business outcomes. Over more than two decades in influencer, media, analytics and commerce has given her a rare end-to-end view of how modern marketing actually works and why it often doesn't. That experience led her to co-found LyraConnect, a decision-intelligence platform designed to unify fragmented marketing signals and help brands understand what is driving purchase behavior in an AI-influenced consumer journey.

She has been recognized for both leadership and industry impact, including the Path to Purchase Women of Excellence Award and selection as a global finalist for Hello Partner's Influencer Award, Game-Changing Leader of the Year.

A proud University of Kansas graduate and Northwest Arkansas native, Heather lives in the region with her husband of 30 years. Outside of work, she enjoys reading, yoga, time at the lake, and traveling with her husband and four children. She's passionate about mental health awareness for youth and loves volunteering with the Children's Safety Center.

Ali Smith is a marketing and revenue leader with 16+ years of experience helping brands grow across digital, influencer, and retail media. She has served in senior commercial leadership roles, including EVP-level responsibility, leading go-to-market strategy, sales, and partnerships for both high-growth startups and established organizations—including Walmart's agency of record.

Throughout her career, Ali has scaled businesses into eight-figure revenue organizations, building integrated strategies that connect media, data, partnerships, and technology across the marketing mix. She is known for bringing clarity to complex ecosystems and aligning teams, tools, and execution to drive sustainable growth.

Ali brings a deep understanding of retail and commerce, working closely with platforms, agencies, and brands to help them show up with confidence at critical moments of consumer decision-making.

Outside of work, Ali is a working mom of two, a proud University of Arkansas alum and a dedicated reformer pilates enthusiast. She is also a long-time supporter of the Children's Safety Center, reflecting her commitment to giving back to her community.