About Behind The Board
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Our Story
Behind The Board was created by Becky Smith after years working directly with independent billboard operators across the country.
In that time, she saw a consistent pattern:
Operators were strong in sales and relationships, but operations were often reactive. Campaign details were scattered. Creative updates were manual. Posting confirmations were inconsistent. Billing required too much owner involvement.
The issue wasn’t capability.
It was bandwidth and structure.
Behind The Board was built to solve that gap.
Meet Becky Smith
Becky Smith is the founder of Behind The Board, an outsourced operations company built specifically for independent out-of-home advertising companies.
Before launching Behind The Board, Becky spent eight years working alongside independent billboard operators across the country through Independent Billboard Operators USA (IBOUSA). During that time, she worked with hundreds of operators and gained a firsthand understanding of how independent OOH companies operate, grow, and navigate the challenges that come with running a billboard business.
Her experience has extended across nearly every part of the independent OOH ecosystem, from inventory and campaign operations to technology, digital scheduling, advertiser communication, industry partnerships, and the systems operators rely on every day.
More importantly, those years gave Becky a front-row seat to the realities of independent ownership. She saw talented operators successfully build valuable companies while still carrying far too much of the day-to-day operational workload themselves.
That experience ultimately led her to create Behind The Board.
Today, Becky and the Behind The Board team serve as an outsourced operations department for independent billboard companies, helping operators manage the work that happens after the sale, including campaign setup, creative coordination, digital scheduling, posting documentation, proof of performance, billing support, and ongoing campaign management.
Becky remains actively involved in the out-of-home industry through speaking, industry events, podcasts, and contributions to industry publications. Her work continues to center on the independent operators she has spent her career serving and on helping them build stronger, more scalable businesses without losing the relationships and independence that make their companies successful.