Lauri Vela has cultivated an impressive career in marketing, earning a reputation for innovative thinking and strategic leadership across both domestic and international markets. As senior vice president of performance marketing-demand generation at Synchrony in Chicago, Illinois, she leads a high-performing team of 130 professionals. Her role encompasses oversight of performance, marketing, media and channel teams, with a strong focus on ensuring regulatory compliance and operational integrity. Since joining Synchrony, she has held multiple leadership roles, including senior vice president of client marketing in San Francisco and later senior vice president of digital marketing.
Ms. Vela’s professional achievements are grounded in a solid academic foundation. She earned a bachelor’s degree in public relations, marketing and journalism from Central Washington University. Her commitment to lifelong learning is further demonstrated by her completion of executive education programs, including leading customer-centric growth at Wharton Executive Education and leading strategic growth at Columbia Business School Executive Education. She also holds a Six Sigma green belt certification from Crotonville Alumni, reflecting her dedication to operational excellence and continuous improvement.
Throughout her career, Ms. Vela has contributed to the success of some of the most respected names in retail and consumer goods. Prior to her time at Synchrony, she served as global director of digital, e-commerce and customer relationship management (CRM) strategy at Richemont in London, leading global brand engagement and customer relationship initiatives. She also held the position of chief marketing officer at Space NK, driving brand expansion and digital transformation. Her leadership experience includes serving as global digital, CRM and loyalty director at The Body Shop International under L’Oreal. In that role, she directed strategic customer engagement efforts across multiple markets.
Earlier in her career, Ms. Vela played key roles in marketing and brand development at companies such as General Electric, serving as vice president of credit marketing, and Harrods LTD, acting as head of marketing. Her professional journey began at Nordstrom, with responsibilities as marketing and events director. During her time at Nordstrom, she played an instrumental role in expanding the brand’s footprint on the East Coast, setting the stage for her future in global marketing leadership.
Ms. Vela attributes her career success to a deep sense of curiosity and a willingness to take calculated risks. She views each professional milestone as an opportunity to learn and grow. Collaboration, empathy and a commitment to ethical leadership remain central to her approach. In addition to her professional responsibilities, she is committed to giving back through civic engagement. She volunteers with organizations such as Adaptive Sports Northwest and LiveRamp, and she supports local ocean conservation initiatives and food banks. She also serves on the advisory board of LiveRamp, reflecting her ongoing interest in digital innovation and data ethics.
As she looks to the future, Ms. Vela plans to expand her work in the nonprofit sector while continuing to innovate within her field. With a growing interest in artificial intelligence and its role in marketing and customer engagement, she remains focused on leading with integrity and purpose. Her career reflects a seamless integration of professional excellence, community involvement and a strong commitment to personal values.