Lori Haglund | Director of Client Relations | Resolut

This month in our MVP Insights series, we sat down with Lori Haglund, Director of Client Relations at Resolut, to talk about her career journey, leadership style, and what keeps her inspired both in and outside the AEC industry.

Lori Haglund is the Director of Client Relations at Resolut, bringing over 30 years of marketing experience in the AEC industry. Widely respected for her expertise and leadership, Lori is admired not only for her seasoned marketing skills but also for the strength, kindness, and authenticity she brings to every relationship. She has a remarkable talent for fostering genuine connections that lead to lasting partnerships and a spirit of cooperation and success—both within her firm and more broadly with peers, industry leaders, clients, and the community.

Career Kick-Off: How long have you been playing in the AEC industry field?

I’ve been part of the AEC industry for 30 years, and it has been an incredible journey.

Position in the Game: Can you describe your current role and strategy in your company's team?

As Director of Client Relations at Resolut, my focus is on building, maintaining, and nurturing strong client relationships. My goal is always to connect with people in a meaningful way and ensure that both current and future clients feel valued and supported.

Winning Traits: Which skills or traits do you think have been a 'slam dunk' in contributing to your career success and the position you hold today?

Being a team player—and a genuine friend to those I work with—has been one of the most important factors in my success.

Game-Changing Play: What has been a 'Hail Mary' moment in your professional life so far?

One of my proudest moments has been attracting incredibly talented professionals to join my marketing team. Surrounding myself with such gifted people has been a game-changer. 

Strength in the Squad: Can you share the strengths you believe make you a valuable player in both your professional and personal life?

I’d say cooperation, kindness, and loyalty are at the heart of who I am—both at work and in my personal life.

Off the Field: What are some hobbies or activities you engage in outside the work arena?

I’ve always loved horses. I board them, go trail riding, and even run summer horse camps for kids. I also founded a nonprofit called BrockStrong Foundation in honor of my son. We raise funds to provide music lessons for kids who might not otherwise have access. It’s been amazing to see the AEC community rally around this cause. Right now, we’re supporting lessons for 10 children.

Coach's Perspective: As a team leader, how have you coached your technical staff about the importance of their involvement in marketing/business development?

I coach by example and through my involvement with SMPS. I am not selfish with relationships and see myself as a cheerleader for my technical staff. I focus on instilling confidence in their business development abilities and helping them recognize that they have valuable knowledge and skills to share.

Guiding Referee: Is there a mentor who has been 'in your corner,' influencing your perspective on marketing and business development?

Many people have influenced me over the years—Keri Hammond, Fran Pruyn, Lisa Simons, to name a few—but there are truly too many to list. What’s unique about the AEC industry is the spirit of camaraderie that exists. Competitors and clients alike are often willing to help, and I’ve learned so much from so many.

Team Strategy: How do you rally support from other team leaders for your marketing plays?

Treats—sometimes even a little bribery!

Sharpening Skills: In what ways has your firm helped your technical staff 'knock it out of the park' in their marketing and business development roles?

Our firm has provided opportunities for staff to present at events and write articles, which helps them showcase their expertise and build confidence in marketing roles.

Pro Tips: Can you offer three pieces of advice you give your marketing coordinators to help them 'take one for the team' and amplify their impact?

First, learn to “love engineers” and the way they problem-solve. Second, understand and appreciate their contributions to the world. And third, support them by connecting with their work in authentic ways.

Overcoming Hurdles: What are the major challenges your team, office, or firm faces in the marketing arena?

Right now, one of our biggest challenges is establishing a new identity following the recent merger of BNA and VBFA to form Resolut. While it brings great opportunities, it is also an exciting challenge to create a unified presence.

Leveling Up: What plays could your marketing team execute to 'score a touchdown' and reach the next level?

We want to master data management—keeping it current, accessible, and usable for the entire firm. We’re also focused on supporting opportunities for Resolut to expand geographically.

Two truths and a lie.

• I’ve ridden a horse in the ocean along the California coast.
  
  
• I have six grandchildren.
  
  
• I enjoy entertaining.
  
  

Think you can spot the lie? Take your best guess, then click here to reveal the answer in our MVP Bonus Round.