Laura Engel is a visionary digital marketing leader who is redefining how destination brands create meaningful connections in an increasingly digital world. As Head of Digital Marketing at Swarovski Kristallwelten, she leads the transformation of one of Austria’s most celebrated visitor attractions into a data-driven, customer-centric experience ecosystem.

With a career spanning international marketing, brand building, visitor experience, and digital innovation, Laura has consistently challenged the status quo. From launching high-impact European campaigns to pioneering new approaches in immersive storytelling, marketing automation, and omnichannel engagement, her work bridges the gap between creativity and measurable business growth.

At Swarovski Kristallwelten, she is shaping the future of visitor engagement by combining powerful storytelling, intelligent technology, and strategic customer insights to create unforgettable brand experiences. Her leadership continues to inspire new ways of thinking about attraction marketing, audience development, and the role of
digital innovation in cultural destinations.

Laura Engel is passionate about turning bold ideas into real-world impact and helping brands remain relevant, remarkable, and ready for the future.