Lisa Tanzer: Branding Expert
Lisa Tanzer energizes audiences with powerful lessons on branding, optimism, leadership, and purpose-driven growth drawn from her role as President of the $100 million Life is Good brand.
Quick Facts:
- President of Life is Good, purpose-driven lifestyle brand
- Leader in mission-driven business and social impact strategy
- Early contributor to Project Joy and Life is Good Kids Foundation
- Former marketing leader at Gillette, Hasbro and Staples
- Formats: Keynote Speaker and Business Leader
- Audiences: Corporate conferences, marketing teams, leadership retreats, purpose-driven companies, nonprofits, women’s leadership events, and consumer brand summits.
- Outcomes:
- Build purpose-driven brands that connect with customers
- Align business strategy with meaningful social impact
- Strengthen customer loyalty through authentic storytelling
- Travels from: Boston, MA
- **Fee range: $20,001 - $35,000
Talent Services
Keynote Topics:
The Power + Profitability of Optimism
More than ever, consumers are demanding brands make a positive impact on the world around them. In this talk, Tanzer shares how the integrated model aimed at spreading the power of optimism helps drive business, galvanize employees, and attract partners, all while being a force for good. The talk will leave audiences with meaningful lessons on optimism and help inspire them to discover a deeper purpose to the work they do.
Going Beyond “Consumer-focused” to Build (and Keep) Your Audience
Life is Good was built largely in part by stories from its consumers to become the iconic brand it is today. Tanzer shares lessons on brand building with your community to build loyalty and relevance.
Talent Short Bio
Lisa Tanzer is a celebrated business leader, marketing strategist, and keynote speaker known for transforming brands through purpose, optimism, and customer connection. Her journey to becoming President of Life is Good began long before she joined the company—starting in 1990 when she volunteered with Project Joy, a small Boston-based play therapy program serving children facing early trauma. That grassroots initiative has since grown into The Life is Good Kids Foundation, now supporting more than one million children annually through an innovative blend of mission-driven business and nonprofit work.
Lisa’s career foundation was built in strategy consulting with PricewaterhouseCoopers and advanced through marketing roles at Gillette, Hasbro, and Staples. After earning her MBA from Harvard Business School, she expanded her expertise into start-ups across ecommerce, entertainment, and education, giving her a unique ability to scale both Fortune 500 brands and emerging ventures.
Read Full Bio
Lisa Tanzer journey to President of the $100 million optimistic lifestyle brand, Life is Good, started in 1990 when she joined the board of “Project Joy”, a small play therapy program for kids facing early childhood trauma in Boston.
Today that little play group has evolved into The Life is Good Kids Foundation which positively impacts over 1 million kids per year by delivering Life is Good’s mission – to spread the power of optimism – through an integrated business and nonprofit model.
Lisa’s early career started in strategy consulting with PricewaterhouseCoopers. After attending business school, Lisa pursued a career in marketing with Gillette, Hasbro and Staples.
She later switched her focus to start-ups in the e-commerce, entertainment and education sectors. After a career growing both Fortune 500 and start-up consumer brands, Lisa Tanzer joined Life is Good as the Head of Marketing in 2015, and was honored to be promoted to President in 2016.
At a time when it’s easy to get consumed by the negativity, Life is Good’s products and social work serve as a daily reminder to focus on the good happening all around us.
Lisa Tanzer is continuing to grow the Life is Good business to deliver this simple, yet powerful message.
Lisa has always lived in the Boston area. She attended Tufts University and Harvard Business School and currently lives in Needham.
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Talent Videos
Lisa Tanzer Keynote 2021: Leading With Optimism and Purpose-Driven Brand Growth
A twenty-seven minute twenty-two second keynote where Lisa Tanzer shares powerful insights on optimism, leadership, and building purpose-driven brands that inspire teams and customers alike.
Video Summary & Key Moments
This twenty-seven minute twenty-two second keynote features Lisa Tanzer delivering an engaging session on the strategic power of optimism, purpose, and authentic leadership. Drawing from her experience as President of Life is Good and her earlier work in both Fortune 500 organizations and start-ups, she outlines how mission-aligned leadership fuels resilience, innovation, and cultural strength inside modern organizations.
Lisa begins by revisiting her early connection to the Life is Good mission through Project Joy, highlighting how a small play therapy program evolved into a foundation impacting over one million children annually. She explains how this integration of business and philanthropy became central to the Life is Good brand’s success, demonstrating that optimism is not a slogan but an actionable strategy.
She then traces her career through consulting and major consumer brands, emphasizing how consistent themes—alignment, authenticity, and clarity of purpose—shaped her leadership philosophy. Using real examples from Life is Good, Lisa shares how the company navigated challenges by focusing on customer connection, positivity, and values-based decision-making.
Key Moments
03:40–08:10 Career foundation in consulting and consumer brands; lessons on authentic leadership.
08:10–13:05 Transition to Life is Good; integrating purpose, philanthropy, and business strategy.
13:05–18:20 The power of optimism as a competitive advantage during disruption and change.
18:20–23:45 Practical frameworks for brand alignment, culture-building, and customer connection.
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