Laura Jones Joukovski

Laura Jones Joukovski is the CEO of DFTBA.com, a position she has held since September 2023.1 DFTBA, which stands for "Don't Forget to Be Awesome," is an e-commerce company that runs a consortium of businesses developing and delivering high-quality products that celebrate ideas.12

Background and Experience

Laura brings extensive experience in e-commerce, fashion, and leadership to her role at DFTBA:

• She previously served as CEO and Board Director of JustFab from December 2020 to January 2023.1
• Before that, she held various leadership positions at TechStyle Fashion Group, including President of JustFab Brands and Chief Media Officer.1
• She has also been involved with several other companies in advisory and board roles, including Skin Laundry, Ruggable, and Winc Wines.1

DFTBA and Its Mission

DFTBA was founded by entrepreneurs, authors, and philanthropists Hank and John Green.12 The company focuses on:

1. Selling merchandise for prominent YouTube content creators
2. Developing products that celebrate ideas
3. Using proceeds to fund cutting-edge content creation
4. Supporting efforts to reduce barriers to healthcare and education globally1

Laura Joukovski describes her role as leading "the next chapter in partnership with [the Green brothers] and the DFTBA team".1

Leadership Style

Colleagues describe Laura as:

• A strong leader with an entrepreneurial spirit
• Having a great sense of humor and an unfailingly positive attitude
• Possessing a strong bias for action1

Her leadership at DFTBA is aimed at continuing the company's mission of celebrating ideas and supporting global initiatives through e-commerce and content creation.