Laura Werther, CPSM
Since 2014
Active
SMPS Maryland member
AEC marketing professional
Laura brings nearly three decades of comprehensive marketing and business development expertise to her role as Senior Principal at GWWO Architects, one of Baltimore’s most distinguished cultural and educational design practices. Since joining the firm in 1998, she has been instrumental in transforming GWWO from a regionally-respected 18-person office into a nationally-recognized team of 70 professionals specializing in cultural facilities, interpretive centers, museums, and educational institutions.
Her leadership extends beyond traditional marketing to encompass strategic planning, human resources, operations, and financial management, positioning GWWO as a leader in story-based design that honors each project’s cultural, historical, and physical context. Laura’s expertise spans museum and interpretive center design, K-12 and higher education facilities, visitor and education centers, and nature centers serving clients throughout the United States and its territories.
With dual degrees in business administration and an MBA from Loyola University Maryland, she brings strategic business acumen to architectural marketing excellence, supporting projects that require deep understanding of institutional clients, educational program requirements, and complex stakeholder engagement across the cultural and educational sectors.
Laura exemplifies sustained professional leadership through her CPSM certification and extensive SMPS Maryland involvement spanning nearly two decades. She currently serves as Treasurer on the SMPS Maryland Board of Directors and holds a distinguished position on the chapter’s Senior Advisory Council, which provides strategic guidance to the board and includes past chapter presidents and members with 15+ years of continuous membership. Her 2017 receipt of the Blue Heron Award—SMPS Maryland’s highest recognition for senior professionals—honored her outstanding commitment to mentorship and chapter education, acknowledging significant impact on both the chapter and the broader AEC marketing profession.
Her thought leadership contributions include multiple SMPS Maryland presentations: “C2: ROI & KPIs of AEC” (2020), “C2: The ABCs of the AEC” facilitator (2017), “Marketing Marketers – Raising the Profile of Marketing in Your Firm” moderator (2016), and “Top 20 Tips for Winning Presentations” speaker (2012). Laura’s board service history includes Director positions (2014-2016), Public Relations/Communications Committee Chair (2014-2016), Board Member/Director of Marketing (2006-2007), and Education Committee service (2013-2015).
Beyond SMPS, Laura demonstrates commitment to educational advancement through service on the Loyola University Maryland College of Arts and Sciences Board of Advisors and mentoring through Baltimore’s Sisters Circle organization. Her community leadership has included roles with the Walters Art Museum, Center Club, and Homeland Association, reflecting the collaborative, community-focused approach that characterizes both her professional leadership and GWWO’s culture as a thriving Baltimore-based practice since 1990.
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