Lauren Keeton

Head of Partnerships & Business Development

Tuft & Needle

Lauren is a big-thinking brand strategist who is passionate about bringing brands to life to make people feel something. She dreams up magical ideas that inspire brands, ignite advocates and drive affinity as well as revenue. She has grit, is curious AF, full of spirit and fiercely driven to do work that matters.

She manifested her dream role at Tuft & Needle (T&N), a digitally native sleep brand, where she works with other brands to catapult T&N into different distribution channels and on collaborations with like-minded peeps to help tell the T&N narrative. Don’t pinch her.

Prior to T&N, Lauren ran her own consulting company after leaving Fox Restaurant Concepts where she oversaw strategic partnerships and digital marketing for 15 growing brands. Her earlier and most fun years were spent at creative agencies in NYC and LA, always considered the team’s rock and go-to for anything considered 'new' or 'never been done'. She worked with amazing clients that allowed her to expand her idea of possibilities, including: Sony, adidas, Bombay Sapphire, Hershey’s, Reebok, Nestle and Seventh Generation.

Lauren gets anxiety if there’s not a trip coming up on her American Airlines account — she travels to put her toes in the sand and eat and drink all the things. She won't ever be found holding a plastic water bottle and is considered a flexitarian who prefers a plant-based everything. She starts each day by shot-gunning celery juice and riding her Peloton and ends it with priceless moments of uninhibited laughter with her two kids.