Larry Lauck was named president and CEO of ALA in March 2023. Previously, he was Executive Vice President, responsible for overseeing the marketing, advertising and public relations programs for the association. In 1998, he oversaw the launch of a U.S. and Canadian national advertising campaign for the lighting industry, which also included the creation of the industry’s only national consumer magazine, Lighting. He has been with ALA since 1996.

In his current role as president and CEO, Larry has spearheaded the launch of ALA Reimagined, creating a new mission, vision, and set of values for the organization, developing new programs and initiatives, and charting the path for an association prepared to support the residential lighting industry for years to come.

Before joining ALA, Larry was with HBO for 13 years where he planned and coordinated national and regional consumer marketing promotions and handled media relations for the nation’s leading pay TV channel.  

Prior to HBO, Larry served as head of global marketing and public relations for the Society of Petroleum Engineers.

He holds a degree in journalism from The University of Texas, attended the London School of Business Executive Management Programme and earned an MBA at Southern Methodist University.

Larry has a son, two daughters, and six grandchildren. His hobbies include fly fishing and bird hunting with family and friends.