Positive lifestyle brand Life is Good has tapped Karen Lyon to serve as its vice president of marketing as well as Linne Kimball as its vice president of strategic partnerships.

In her new role, Lyon will be responsible for driving awareness, engagement and supporting product sales by leading the brand’s integrated marketing efforts.

Previously, Lyon held a number of executive marketing roles at Swarovski North America, Ideapaint and The Rockport Company. At Swarovski, she provided marketing leadership that helped reposition the brand from a collectable manufacturer to a luxury fashion and home décor brand.

Meanwhile, Kimball will be responsible for expanding the brand through licensing and collaborations.

Prior to Life is Good, Kimball held directing and executive positions at Reebok, William Morris Endeavor/IMG and Polaroid Corporation. At Reebok, she led its global licensing division and negotiated more than 30 new licensing deals, increasing overall royalty revenues.

“Since Life is Good’s founding, our No. 1 objective has been to spread the power of optimism to as many people as possible through our product and the work of the Life is Good Kids Foundation. We couldn’t be more excited to have Linne and Karen on board to build on the last 20 plus years of momentum and catapult us into our next phase of growth,” says Lisa Tanzer, president, Life is Good. “Karen’s senior retail experience along with her deep understanding of how to position and develop brands will help Life is Good reach new consumers. While Linne’s impressive track record of connecting brands with the right licensing partners will significantly grow the Life is Good business. Linne will also play a key role in identifying new partnership opportunities for the Life is Good Kids Foundation.”