Lisa Tanzer has been promoted to president of Life is Good, a $100 million lifestyle brand dedicated to spreading the power of optimism. She had been head of marketing and has served on the board of directors of the Life is Good Kids Foundation for more than 20 years. In her new role, she will lead day-to-day business operations with a focus on driving continued growth for the brand and its social mission.
The Boston-based brand was cofounded by brothers Bert and John Jacobs in 1994. Bert Jacobs serves as chief executive optimist, and John Jacobs is chief creative optimist.
Prior to joining Life is Good, Tanzer held marketing and strategy posts at Hasbro, Staples, PricewaterhouseCoopers and The Gillette Co., as well as Smarterkids.com, Cookie Jar Entertainment and The Princeton Review.
The company conducted a nationwide search to fill the post. “We have been searching for a long time, and no one compared to Lisa,” Bert Jacobs said. “She is the right person to lead our next phase of growth.”
During her tenure as head of marketing, Tanzer led multiple integrated campaigns that have reached more than one billion people worldwide. She has forged strategic partnerships with for-profit and nonprofit organizations that have helped spread the power of optimism and support children’s causes. Under her guidance in 2015, the company’s nationwide Life is Good tour donated more than $1 million for kids in need.
“There are few brands whose social mission is as aligned with its business mission as Life is Good,” Tanzer said. “The experience of shaping the Life is Good Kids Foundation from its inception as a local nonprofit to becoming the national leader in helping kids overcome the impact of poverty, violence and illness has been an incredible journey.”
Life is Good donates 10 percent of its annual net profits to help kids in need. To date, the firm has donated more than $11 million, principally through the sale of Life is Good apparel and accessories, home decor products, events and community fund-raising efforts.