CHICAGO — The Museum of Science and Industry (MSI) is pleased to announce that Laura Herrera has joined MSI as the new Chief Marketing and Revenue Officer, supporting the Museum's strategic plan as it looks toward its 100th anniversary and overseeing revenue-generating, branding and marketing functions. Herrera's addition comes at a pivotal time for the Museum as it prepares to unveil new exhibits, experiences, and offerings in 2024.

"We are delighted to welcome Laura Herrera as the new Chief Marketing and Revenue Officer at the Museum of Science and Industry. Laura brings unmatched experience from her roles at many non-profits and fellow Chicago cultural institutions," said Dr. Chevy Humphrey, President and CEO of MSI. "With Laura on our leadership team, I am confident that her dynamic approach will propel the Museum to new heights, shaping a future that resonates with communities in Chicago and beyond. We look forward to the innovative contributions she will undoubtedly bring to our institution."

Herrera's career spans over 15 years of experience working in strategic marketing and branding across the technology, hospitality, and non-profit industries. She joins MSI from the esteemed Museum of Contemporary Art Chicago (MCA), where she served as the Museum's Chief Communications and Content Officer. There, her work encompassed all facets of external relations for the museum including marketing and branding, content strategy and creation, digital transformation, creative direction and development, public and media relations, and community outreach and engagement.

Herrera previously served as the Director of Marketing and Communications at the Chicago History Museum (CHM) where she led communications and marketing functions and served on various CHM committees including those intended to amplify LGBTQ+ stories, increase civic activism, and champion restorative justice. Prior to entering the cultural institutional space in Chicago, she held marketing and branding roles at the Gettys Group, NSA Media and LiveText.

"The Museum of Science and Industry is an iconic and beloved cultural institution in Chicago that plays a pivotal role in sparking interest in science and technology for our local youth and visitors to our city," said Herrera. "I am looking forward to bringing lessons I've learned throughout my career to MSI to create additional accessible pathways for visitors to engage with museums, collections and content, and to build trust in museums as open, interactive spaces for learning and engagement."

Herrera holds a bachelor's degree in marketing communications from Columbia College Chicago and is pursuing her master's degree in design methods from the Illinois Institute of Technology.