Lorri Shaban, APR

A C-suite business consultant with an innate understanding of consumer behavior and motivation, Lorri has worked with clients in a wide range of industries. These include healthcare, education, real estate development, hospitality, entertainment, workforce development and trade and logistics.

Under her direction, her firm, True North Marketing + Public Relations, designed the two-year, record-smashing launch of LEGOLAND Florida. She also managed grassroots consumer events for General Motors Corporate and supported marine-mammal programs at SeaWorld Parks & Entertainment and Atlantis Bahamas. In the healthcare sector, she planned for and launched hospitals, oncology centers and medical office buildings.

Lorri has been professionally accredited by the Public Relations Society of America for more than 25 years and is a member of the PRSA Counselors Academy.

Her career includes considerable experience in corporate, agency and not-for-profit organizations.

She served as principal spokesperson and communications director for Enterprise Florida, the state’s economic development organization, and as vice president of marketing communications for $23 billion CNL Financial Group. She was also one of the principal communications architects who launched Universal’s Islands of Adventure, CityWalk entertainment complex and two on-site resort hotels in Orlando.

Fueled by research, data and analytics, Lorri applies her greatest strengths and professional passions to her role as strategic planner and brand activator.