Carrie Lannon’s career as a marketing and public relations executive followed a nontraditional path. She created most of her positions from the ground up – in both startup and multi-billion-dollar corporate environments. The strength of her personal brand convinced decision-makers that she was the optimal choice for the new roles. Lannon was the first national public relations director for ULTA Beauty, a 900-location store chain that was named one of America’s fastest-growing brands by Forbes and Fortune media. As the first Vice President of Strategic Partnerships for Merchandise Mart Properties, Inc., she developed collaborations with brands such as Acura, Maxalto and B&B Italia. Lannon also ran her own public relations agency for 12 years, specializing in luxury brand activations for Tiffany & Co., Mercedes-Benz and Equinox Fitness Centers among others. Today, Lannon is both a branding consultant and public speaker. She frequently appears in the media, including television appearances on ABC-TV’s “Shark Tank,” Crain’s Chicago Business digital and numerous news and talk shows.