Laura Joukovski (LJ) is a seasoned operator, CEO, board member, investor, and advisor who has built and scaled consumer businesses—from bootstrapped start-ups to billion-dollar brands. Her experience spans strategy, marketing, finance, operations, and organizational leadership, with a focus on the practical challenges of scaling direct-to-consumer businesses.
LJ is CEO of DFTBA (Don't Forget to Be Awesome), where she partners with authors, creators, and philanthropists Hank and John Green to grow Good Store, a direct-to-consumer company that donates 100% of its profits to charity. That work has led to a broader interest in ventures at the intersection of entrepreneurship and philanthropy, particularly how innovative business models, ownership structures, and governance can create enduring social impact.
Previously, LJ served as CEO of JustFab and spent a decade building TechStyle Fashion Group, where she helped launch and scale brands including Fabletics and Savage X Fenty. Earlier in her career, she held leadership roles at Tea Collection, Levi Strauss & Co., and Booz Allen Hamilton. LJ has also served on the boards of and advised a range of category-defining consumer brands, including Ruggable and Dr. Squatch.
At Yale School of Management, LJ teaches Direct-to-Consumer Entrepreneurship, where students use practitioner-led case studies to explore the building blocks of creating and scaling enduring consumer brands.
LJ earned a BS in Economics from Davidson College and an MBA from the Yale School of Management.
