Matthew C. Larson, Assoc. AIA, Appointed Chief Marketing Officer


Goettsch Partners (GP) has appointed Matthew C. Larson, Assoc. AIA, as chief marketing officer. In this role, Larson will be responsible for leading the strategic business development and marketing operations of the firm globally. Larson previously worked at the firm from 2004–2014, serving as director of business development. Prior to rejoining the firm and returning to Chicago, Larson was vice president of business development at John Portman & Associates in Atlanta.

“Matt has the industry experience and perspective to help take us to the next level,” said James Goettsch, FAIA. “His deep knowledge of the firm, our work and our people will help differentiate us in the market. I am so happy to have him back.”

“Matt has a real passion for architecture, and his genuine enthusiasm is inspiring,” added James Zheng, AIA, LEED AP, president. “I look forward to working closely with him again to chart the firm’s next phase.”

Larson brings a focus on expanding the firm’s core markets in office, hospitality and mixed-use developments, as well as select institutional and renovation/repositioning assignments. He will help build on the firm’s active and completed projects throughout the U.S., Brazil, China, Colombia, the Czech Republic, India, Korea, Poland, Saudi Arabia, Taiwan, and the United Arab Emirates.

“My main focus is the U.S.,” said Larson,” and leveraging the firm’s recent design experience globally brings a distinct edge. Clients now more than ever see the potential for great design to set them apart, especially when performance is considered as well.”

Larson has more than 20 years of experience in business development, marketing and public relations for architectural design firms. Prior to Portman and GP, Larson served as associate vice president and business development manager at RTKL in Chicago. Previously, he served as marketing manager at ZGF in Portland, Oregon. Larson started his career at respected Chicago firm Holabird & Root.  

Larson holds a Bachelor of Arts degree in architectural studies from Bowdoin College in Brunswick, Maine. He is a member of the American Institute of Architects (AIA), the Urban Land Institute (ULI), and the Society for Marketing Professional Services (SMPS).