Laurie Krause

VP, Data Analytics Insights and Enterprise Strategy

Northern Tool

Laurie Krause is a transformation-focused insights and analytics executive known for shaping enterprise strategy through data, customer understanding, and cross-functional leadership. With senior roles spanning financial services and retail—including Vice President of Enterprise Strategy, Data and Analytics at Northern Tool, Executive Vice President of Consumer Insights at Wells Fargo and Vice President of Market & Consumer Insights at Best Buy—Laurie has built and led high-performing teams across strategy, consumer insights, analytics, and decision sciences. Throughout her career, Laurie has helped organizations rethink how they use data to solve complex business challenges, improve customer experiences, and drive sustainable growth. She excels at connecting insights to action, aligning analytical capabilities with operating models, and guiding leaders toward clearer, more customer-centered decision-making. Her work has influenced large-scale brand, marketing, and go-to-market strategies across diverse lines of business. Laurie is recognized for her ability to simplify complexity, foster collaboration, and inspire teams through change. Her leadership blends strategic vision with practical execution, enabling organizations to unlock the full value of data, insights, and analytics. She is passionate about advancing the role of data and analytics as catalysts for enterprise transformation and competitive advantage. Laurie holds a Bachelor of Science in Business and Marketing from the University of Kansas.