Shannon de Laat
Chief Brand Officer
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.
Hosted intimate thought leadership dinners with notable change makers such as Whitney Wolfe Herd (Founder, Bumble), Aurora James (Founder of 15% Pledge), Kelly Sawyer (Co-Founder Baby2Baby) Mandana Dayani (I Am A Voter) and Romola Ratnam (SVP Impact WME/Endeavor)
Hosted and developed a Cultural Programming Impact Event Series in conjunction with the EDITION Hotel in West Hollywood
Featured in Forbes, Medium.com, Voyage LA and more