Lara Marrero is a visionary leader in the world of architecture and design, where her influence as Principal and Global Retail & Consumer Experience Practice Leader at Gensler has shaped the landscape of retail and consumer engagement on a global scale. With over 22 years at Gensler, Lara’s career is a testament to her unwavering commitment to innovation, strategic foresight, and purposeful design.
Currently based in London, Lara leads Gensler’s Global Retail & Consumer Experience Practice with a focus on creating meaningful engagement between brands and people across all channels. Her expertise spans trend forecasting, future casting, market research, and strategy development—skills that have positioned her as a key figure in shaping the future of retail and lifestyle environments.
Lara’s role involves more than just leading projects; she is at the forefront of strategic thinking, helping brands navigate the complex interplay of physical, human, and digital experiences. Her approach is deeply rooted in understanding the core values and aspirations of the brands she works with, developing strategies that result in profitable outcomes for her clients.
Lara’s extensive experience also includes her tenure as Regional Marketing Director for Gensler’s EMEA region, where she was responsible for driving strategy, marketing communications, and business development efforts in the region. Her work in this role significantly enhanced Gensler’s presence and influence across Europe, the Middle East, and Africa.
Her influence extends beyond Gensler’s walls. As a recognized retail influencer, futurist, and keynote speaker, Lara is frequently sought after to share her insights on the future of retail, consumer behavior, and the evolving role of design in creating engaging, impactful experiences.
With a career that spans over two decades, Lara Marrero has not only contributed to Gensler’s success but has also left an indelible mark on the retail design industry. Her leadership style, characterized by authenticity, strategic thinking, and a deep understanding of the human element in design, continues to inspire those around her.
In the complex and ever-evolving world of architecture and interior design, where creativity must constantly align with business objectives, leadership demands more than just an eye for design. It requires vision, conviction, and an unwavering commitment to authenticity. Lara Marrero, a distinguished leader in the field, exemplifies these qualities. As a key figure in her firm, Marrero has not only driven the success of her team on a global scale but has also remained deeply committed to the principles that guide her leadership. Her journey is a testament to the power of staying true to oneself while adapting to the diverse and dynamic needs of a global market.
The Challenge of Scaling with Integrity
Marrero reflects on the challenges of scaling a business globally, an endeavor that requires more than just expanding reach. "Scaling is not just about growing in size," she explains. "It's about maintaining the integrity of your vision and purpose as you expand." For Marrero, the foundation of successful scaling lies in a strong, consistent message and a team that is deeply aligned with that message. "When you have a team that believes in the purpose and is passionate about action, that's when real growth happens."
She is acutely aware of the varying trends and maturity levels in different markets around the world. "What might be relevant in Europe could be ahead of its time in another market," Marrero notes. "Or something trending in the U.S. might not resonate in Asia." This nuanced understanding of global markets allows her to tailor strategies that are not only effective but also respectful of the unique contexts in which they are applied. "To scale successfully, you need to have both context and sensitivity to where each market and client are in their journey."
People-Centric Design: The Heart of Her Philosophy
At the core of Marrero’s leadership philosophy is a profound commitment to people. "We might be working at a design firm, but we’re in the business of people," she asserts. For Marrero, the true value of design lies in its ability to create meaningful experiences for those who interact with it. This people-centric approach is not just a mantra; it’s a guiding principle that informs every aspect of her work.
When discussing client acquisition and retention, Marrero returns to this central theme of authenticity and connection. "Clients come to us looking for a design partner, but what they receive is much more," she says. "They get a firm that is deeply invested in how design can engage with the people who will inhabit those spaces." This holistic approach to design, which marries aesthetic appeal with functional engagement, sets her firm apart in a competitive industry.
Marrero’s approach is collaborative by nature. She emphasizes the importance of involving all relevant stakeholders in the design process. "It's not just about the person procuring services; it’s about bringing everyone to the table—marketing, facilities, sales—so that the final design is robust and relevant," she explains. By ensuring that all voices are heard, Marrero fosters a collaborative environment that leads to designs that are not only innovative but also deeply attuned to the needs of the client’s business.
Tailoring Solutions: Beyond the Brief
Marrero’s ability to tailor her approach to meet the specific needs of different clients is one of her greatest strengths. She recognizes that "good design is good business," and that understanding the business of her clients is crucial to delivering effective solutions. Unlike some firms that strictly adhere to industry verticals, Marrero embraces a more fluid approach. "Often, clients don’t want a specialist in their industry; they want an innovation partner who can help them navigate the future of their business," she explains.
This approach allows her to address the unique challenges each client faces, whether it’s business transformation, creating a physical space for an online brand, or navigating complex market transitions. Marrero is not afraid to challenge her clients’ initial assumptions. "Just because a client thinks they know the problem doesn’t mean that’s the real issue," she says. "Our job is to dig deeper, to identify the true challenges, and to solve them in a way that has a lasting impact."
For Marrero, the goal is not just to meet the client’s immediate needs but to provide solutions that drive long-term success. "We’re not just designing spaces; we’re designing for business outcomes," she emphasizes. This strategic approach ensures that every project, regardless of the industry, is tailored to deliver the maximum impact on the client’s bottom line and brand identity.
Leadership Rooted in Authenticity
Marrero’s leadership style is deeply rooted in her personal values and experiences. She recalls a pivotal moment early in her career when a mentor advised her that success might take longer for her because she refused to compromise who she was. "He told me, ‘There are different ways to move through leadership, and sometimes it might take longer for you because you’re not willing to compromise your authenticity,’" Marrero reflects. "But in the end, you’ll be able to go to bed at night knowing you didn’t compromise who you are."
This advice has been a guiding force throughout her career. Marrero believes that staying true to oneself is essential for effective leadership. "Authentic communication, transparency, and trust are the pillars of my leadership style," she says. "If we can communicate openly and transparently, we build trust, and that’s the foundation for everything else."
Marrero is also a firm believer in the value of failure as a learning tool.
"Failure is my favourite F-word," she says with a smile. "We learn so much more from our failures than from our successes."
At Gensler, failure is not something to be hidden or ashamed of; it’s celebrated as a vital part of the learning process. By creating a culture where mistakes are openly discussed and learned from, Marrero fosters an environment of continuous improvement and innovation.
The Responsibility of Leadership
For Marrero, leadership is not about titles or positions; it’s about responsibility. She distinguishes between leadership and management, emphasizing that leadership is about creating a vision and empowering others to achieve it. "Leadership is not something seasonal; it’s not something you turn on or off," she explains. "It’s about being responsible for the people you lead and the impact you have on their growth."
Marrero’s approach to leadership is also about fostering a safe space where her team can be their authentic selves. "I think one of the things I’ve done well is create an environment where people feel safe to be who they are," she says. "When people aren’t trying to manage how they think they need to be versus who they actually are, they can bring their best selves to work."
This inclusive and supportive environment has been key to Marrero’s success in building strong, effective teams. "When people feel safe and supported, they’re more engaged, more creative, and more productive," she notes. "And that’s when we can do our best work—work that truly makes a difference."
Mentorship, Purposeful Design, and the Future of Retail
In the highly dynamic world of design and architecture, leadership is as much about nurturing talent as it is about creating innovative spaces. Lara is a powerful advocate for mentorship and purposeful design, always looking to the future with a focus on people, technology, and the evolving nature of consumer experiences. Her approach is grounded in a deep understanding of the human element in design and the need to constantly adapt to an ever-changing landscape.
The Role of Mentorship in Leadership
Mentorship is not a one-way street for Marrero. Instead, she views it as a reciprocal process where learning flows in all directions. "I’m coached every day by the people I work for, my peers, and those who work for me," she explains. Marrero is an ardent believer in constant feedback, describing herself as "literally addicted" to constructive criticism. This feedback loop is crucial in her leadership approach, allowing her to modulate her strong personality in team settings and create a space where everyone feels empowered to contribute.
Understanding that different people process information in varied ways, Marrero places great importance on adapting her communication style to fit the team dynamic. "I can go in and have the answers, but I want my teams to feel like they’re creating solutions," she says. She credits her strategy director with helping her balance her influence in meetings, ensuring that her presence doesn’t overshadow others’ contributions. For Marrero, mentorship involves not only guiding others but also being open to learning from them.
Marrero is also deeply invested in individualized professional development. She frequently asks her team members about their dream projects, working tirelessly to align their aspirations with real opportunities. "Finding that dream project for someone and watching them succeed at it—that’s the hum for me, that’s the role, that’s the job," she says passionately. This approach ensures that mentorship is an ongoing process, integrated into every project rather than confined to annual reviews.
She also emphasises the importance of teaching her leaders how to mentor her. "I love direct feedback," Marrero states, "and I make sure my team knows that passive aggressiveness doesn’t work for me—just give it to me straight, and you’ll be met with a thank you." This openness has fostered a culture of candid communication within her teams, making mentorship a continuous and evolving dialogue.
Designing Purposeful Spaces
Marrero’s advocacy for designing purposeful spaces is rooted in a deep understanding of the human experience. For her, the process begins long before the design phase, with a thorough exploration of the "who" and the "why." "To create purpose, you need to understand what a brand is trying to accomplish," she explains. This involves diving deep into the brand’s vision and values and understanding the diverse mindsets of its constituents.
Marrero challenges traditional demographic and psychographic analysis, advocating instead for a focus on missions and mindsets. "There is a unifying language about why people engage in something," she says, "but it’s crucial to recognize that not everyone walks in with the same mindset." This nuanced understanding allows her to craft experiences that resonate on a deeper level with different audiences.
She illustrates this with a simple yet powerful example: "Imagine you’ve been trying to lose those last 10 pounds, and you get on the scale to find you’ve gained six. Your mindset at that moment will affect how you engage with a retail environment—whether you’re more or less likely to buy something." For Marrero, designing purposeful spaces means creating environments that consider these varied emotional states and facilitate positive experiences regardless of the starting point.
Her advocacy work emphasises placing people at the centre of every design decision. "It’s about understanding how to create experiences that align with the values and aspirations of both the brand and its audience," she says. This approach ensures that the spaces she designs are not just functional but also meaningful, fostering genuine connections between brands and their consumers.
The Future of Retail and Consumer Experience
Looking ahead, Marrero is confident that retail is not dead, but rather, it is evolving in exciting ways. "Time is our most valuable resource," she asserts, "and the future of retail will revolve around how we value and optimise that time." Marrero draws on Gensler’s own research, noting that nearly half of all retail experiences are task-oriented. "People want to get in, get what they need, and get out. If you disrupt that flow with unnecessary obstacles, you’re not valuing their time."
However, she sees great potential in transforming these task-oriented interactions into opportunities for discovery and connection. "Once the task is completed, how can you create moments of discovery or social engagement?" she asks. Marrero believes that by strategically designing these moments, brands can enhance the overall experience, making it not just efficient but also enjoyable.
Marrero is a firm believer in the concept of the PhD—Physical, Human, and Digital experiences—where all three elements must seamlessly integrate to create cohesive consumer experiences. "It’s no longer about these being separate channels; they’re interconnected and must be embraced as such," she explains. This holistic approach is essential for navigating the future of retail, where the lines between online and offline experiences continue to blur.
Marrero also highlights the importance of fleet strategies, acknowledging that one size does not fit all in today’s diverse markets. "You might have a flagship model in one region and a pop-up strategy in another, depending on local needs and governance," she notes. Flexibility and responsiveness are key to staying relevant in different markets, and Marrero’s approach ensures that Gensler is well-prepared to meet these challenges.
Personalization, driven by technology and data, will continue to be a significant trend in retail. Marrero sees this as a double-edged sword, with the potential to enhance customer experiences if used correctly. "We’ve been giving brands so much information; now it’s about how they use that data to create value for the consumer," she says. Marrero envisions a future where algorithms and AI (which she prefers to call "augmented intelligence") play a crucial role in crafting personalised experiences that strengthen the relationship between brands and their customers.
Planning for Success
Marrero’s strategic planning process is not about creating static documents that gather dust on a shelf. Instead, she advocates for dynamic, iterative planning that is constantly revisited and adjusted. "A plan is only as good as its execution," she states, emphasizing the need for regular check-ins to ensure that the plan remains relevant and responsive to changing conditions.
In her approach to planning, Marrero incorporates "moonshots"—big ideas that could potentially disrupt or transform the current trajectory. "Covid-19 was a moonshot that accelerated changes we had been anticipating for years," she notes. Marrero believes in preparing for multiple futures, ensuring that today’s actions lay a strong foundation for whatever direction the industry might take.
She also sees opportunities in expanding Gensler’s retail & consumer experience practice into new areas, such as sports, entertainment, and hospitality. "As brands continue to diversify their offerings, we need to think about how we can create mixed-use spaces that reflect this new reality," she says. Marrero envisions a future where spaces are designed to be flexible and multifunctional, allowing people to seamlessly switch between different activities in the same environment.
Conclusion: Designing for Impact and Relevance
Throughout her career, Lara Marrero has demonstrated that leadership in design is about more than just creating beautiful spaces—it’s about crafting experiences that resonate deeply with people and drive meaningful business outcomes. Her commitment to mentorship, purposeful design, and forward-thinking strategies has positioned her as a visionary leader in the industry.
As the retail and consumer experience sectors continue to evolve, Marrero’s insights into the importance of time, the integration of physical, human, and digital elements, and the need for adaptable, personalized experiences will be invaluable. Her approach to leadership—grounded in authenticity, open communication, and a relentless focus on people—ensures that her teams are not just following trends but are actively shaping the future of design.
In a world where the only constant is change, Lara Marrero’s leadership offers a beacon of clarity and purpose, guiding her firm and her clients toward a future where design is not just a service but a powerful tool for connection, innovation, and lasting impact.
