Larry Ulrich brings a breadth of corporate business experience and a decade of ministry experience to the Generis team. Prior to his call to full-time service in the Church, Larry Ulrich enjoyed a successful 25-year marketing and sales management career. During his 13-year tenure with a $500 million dollar public traded business-to-business direct marketer, Larry led teams responsible for marketing communications, customer acquisition, product management, and channel management.

Before joining the Generis team, Larry served on the senior staff of the Northern Illinois District of the Lutheran Church Missouri Synod, where he combined his marketing and financial management experience serving more than 220 congregations across the district’s 24 Illinois counties.

While serving the LCMS, Larry provided financial services to the district’s congregations through the Lutheran Church Extension Fund, the $1.8 billion lending arm of the LCMS. Serving as the district’s Director for Mission Advancement, Larry conceptualized and led the implementation of a new collaborative funding model for the district’s local mission work. 

In 2009, Larry initiated the district’s partnership with Generis. Collaborating with Generis, Larry was a catalyst for establishing a culture of generosity for church planting amongst the district’s congregations and individual congregants. 

Larry has a BA degree in Interdisciplinary Communications from Valparaiso University. He has pursued post-graduate continuing education through the American Management and Direct Marketing Associations, the Center for Creative Leadership, and the University of Wisconsin Extension.

Active at their local church, Larry and his wife Brenda champion the congregation’s local outreach and community service. Larry and Brenda were instrumental in launching initiatives that intentionally reflect Christ’s love to community residents facing economic and personal crises. He serves on the board of Christ-centered free medical and recovery ministry in his local community.