Lauri Vela, a renowned leader in performance marketing, has been selected for inclusion in the prestigious Who’s Who of Professional Women. With over 35 years of industry experience, Vela currently serves as senior vice president of performance marketing. Demand Generation at Synchrony, where she leads a dynamic team of 100+ professionals. Her visionary leadership in performance, marketing, and media has driven remarkable results and paved new paths to success.
A Foundation of Academic Excellence
Vela’s journey began with a strong academic foundation at Central Washington University, where she earned her bachelor’s degree in public relations, marketing, and journalism. Committed to lifelong learning, she has also achieved numerous certifications, including Six Sigma Green Belt accreditation in 2004, Strategic Growth Leadership through Columbia Business School Executive Education in 2018, and Customer-Centric Growth Leadership from Wharton Executive Education in 2019.
A Distinguished and Diverse Career
Vela launched her career as marketing and events director at Nordstrom in 1988, before taking her first international role as head of marketing at Harrods Ltd. Her expertise later propelled her into leadership positions at major global brands, including vice president of credit marketing at General Electric in 2003, global digital, CRM, and loyalty director at The Body Shop International under L’Oréal in 2007, and chief marketing officer at Space NK between 2009 and 2012.
Internationally, Vela expanded her impact as global director of digital, e-commerce, and CRM strategy for Richemont’s Fashion and Accessories Platform in London, where she played a pivotal role in transforming the luxury group’s global digital and CRM strategy. Her experience spans five leading brands across the fashion, retail, and beauty sectors, reflecting a deep commitment to customer trust and brand integrity.
Driving Growth at Synchrony
Since joining Synchrony in 2013, Vela has held key leadership roles in both client and digital marketing before her appointment as SVP of Demand Generation, Performance Marketing. She now guides a multifaceted team overseeing performance marketing, media, and channel orchestration.
Looking Ahead: Community and Innovation
Vela remains devoted to community service, actively volunteering with several nonprofit organizations. She is eager to leverage her distinctive expertise to further benefit her community while exploring new frontiers such as artificial intelligence to foster innovation at Synchrony. Above all, her dedication to her family remains central to her leadership and personal mission.
