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Laurie Albrecht

(206) 355-6359
lauriealbrecht@comcast.net

Shoreline, WA 98177

Brand Management and Marketing Strategy Professional


Experienced marketing and branding professional with a proven track record of blending creative strategy,
relationship development and fiscal management for highly profitable results. Effective and motivational leader
who enjoys collaborating and communicating with all levels of an organization and the public.
Areas of expertise include:

Traditional, Digital & Social Media


Customer Loyalty & Retention
Budgeting & Fiscal Reporting

Public & Media Relations


Market Research & Analysis
Project Management

Media Planning & Negotiations


Relationship Management
Sponsorships & Promotions

CAREER HIGHLIGHTS

Orchestrated the transforming rebranding of PCC, transitioning from local co-op to regionally-recognized
natural grocery retail chain. Executed over 400 touch points including new logo, brand identity and voice,
marketing materials, website redesign, social media and innovative store experience. Led to PCC being rated
#5 of Washingtons most respected retail brands, after national retailers Nordstrom, Costco, REI and Amazon,
as reported in Puget Sound Business Journal, May 2011.
Enhanced PCCs member benefits and communications, leading to increased sales and store visits by
members, a 95% annual utilization rate and a 98% high satisfaction membership rating according to 2013
membership survey conducted by PCC Board of Trustees.
Initiated digital-only promotional campaigns that increased in-store visits by 10-15% and up to 300% larger
promotional basket sizes compared to non-promotional store average.
Developed and maintained integrated databases of over 800 vendors for tracking accruals, invoicing and
collections of $25 million annual co-op program, achieving a company-high 95% collection rate.
Created innovative strategic alliances with organizations as varied as Seattle Mariners, University of
Washington, Seafair, KING 5, Childrens Hospital and local government agencies for content development,
community outreach, fundraising and sponsored promotions.

EXPERIENCE
DIRECTOR OF MARKETING AND MEMBERSHIP
PCC Natural Markets, Seattle, WA

2001-2015

Directed marketing, membership, community outreach and public affairs/advocacy departments for nations
largest natural foods co-operative, with over 54,000 active members and $230 million in sales.
Recruited, developed and led team of over 20 professional staff, with diverse talents and experience ranging
from designers and writers to programmers, administrative and outreach personnel.
Led all marketing and communications for company through decade of unprecedented sales growth,
averaging over 10% growth annually.
Created and executed grand opening campaigns for four stores in new and existing markets, consistently
growing sales, shopper base, membership and brand loyalty with double-digit increases.
Negotiated, executed and evaluated multi-million dollar marketing campaigns utilizing an ever-evolving mix
of traditional, digital and social media and in-house personnel.
Rebranded fledgling PCCs Foodworks cooking class program to award-winning PCC Cooks Fun Classes,
Fresh Ideas. Tripled number and variety of class offerings and achieved over 95% class attendance rates.
Supervised redesign of desktop and mobile versions of website. Updated website generated over $250,000
in annual income and averaged over 100,000 unique visitors monthly.
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Laurie Albrecht
(206) 355-6359
lauriealbrecht@comcast.net

Shoreline, WA 98177

Brand Management and Marketing Strategy Professional

Built a reputable and influential social media team made of twenty office and store staff that regularly
achieved double-digit engagement growth.
Developed, launched and produced successful PCC Taste magazine in print and digital formats. Over 60% of
production and distribution costs offset by vendor negotiated funding.
Managed annual community giving programs, including scrip, community grants, donations and
sponsorships, averaging over 300 benefitting organizations and $500,000 annually, establishing PCC as a
valued and respected community partner.
Reinforced PCC Food Bank Program with in-store fundraising campaigns, leading to donation increases of
65% in first year and the opportunity to expand number of participating partner food banks 33%.
Created and implemented popular PCC Healthy Kids and PCC Kid Picks programs, including the custom
designed and built PCC TasteMobile that participated in over 70 community events annually.
Initiated most successful new membership drive in companys 60-year history in conjunction with new store
opening, leading to over 3,000 new memberships in two weeks.
Executed monthly membership retention targeted direct mail campaigns, resulting in over 12% average
redemption and over 6,000 members reactivating memberships over five year period.

ADVERTISING DIRECTOR
1991-2000
Eagle Hardware and Garden, Renton, WA
Collaborated directly with vice president of advertising and outside agency on developing broadcast and
print creative, annual forecasts and budgets, media planning and buying for 40 stores in 14 markets.
Oversaw accounting/fiscal management for advertising department with annual budget of $35 million.
Reported directly to CFO and controller for month, quarter and year-end closings.
Managed in-house staff of 12, including 5 direct reports.
Supervised advertising agency relationship with $23 million budget and 20 personnel assigned to account.
Executed Grand Opening media campaigns for 24 stores in new and existing markets utilizing broadcast,
print, outdoor and direct mail.
Instructed corporate purchasing agents on vendor negotiation strategies that led to 40% increase in
contributions.
Worked directly with over 300 major vendors to develop $18 million co-op funded TV campaign.
Implemented $2 million store-level grass-roots community outreach program by working directly with 5
district and 40 store managers, developing relationships with local chapters of non-profit organizations and
government agencies.
Orchestrated $4 million sports marketing sponsorships that included the Seattle Mariners, Seattle Seahawks,
Colorado Rockies, Utah Jazz and 20 minor-league and college teams.
Oversaw negotiations and relationships with Seattle Mariner celebrity spokespeople, including Randy
Johnson, Jay Buhner, Edgar Martinez and Alex Rodriguez.
Commended by University of Washington for developing the Eagle Academic Salute, which annually
recognized 12 exemplarily student-athletes for achieving More of Everything on and off the field.

EDUCATION
Bachelor of Arts - Communications/Advertising and Psychology, University of Washington

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