Marcomms’ Most Influential, 2023: Shannon de Laat

Shannon de Laat

Chief Brand Officer

Good American

Shannon de Laat is currently Chief Brand Officer at Good American, a role she was tapped for after a short and super-successful time as Head of Brand at sister brand Safely. There, Shannon developed a purpose-driven brand framework to serve as the brand's North Star and elevate the business – a move that prompted co-founders Kris Jenner and Emma Grede to bring her on and apply the same level of discipline, rigor and impact-focused thinking to shape Good American for the next big growth phase of the business. For example, in 2023 under Shannon's leadership, Safely conducted their first ever brand integrations and collaborations with AirBnB, APL Shoes, Good American, Jenni Kayne and Alto – all with the goal to spread wider brand awareness for the new company. Shannon also envisioned and executed the brand's first ever "Founders Dinner" which gathered top industry thought leaders and talent using their platforms for good. The intimate event generated 45MM impressions on social media, engaging Kris and Emma's peers in a way that generated awareness and brand loyalty. Prior to joining Good American, Shannon co-founded The Virtue Project in 2018 to support mission-driven organizations, and also directed marcomms programs for lifestyle and beauty brands in London, New York and Los Angeles, including Diptyque Paris, Dermalogica, lululemon, Neutrogena, Aveeno and more. 

Career Highlights

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